Best Digital OOH Campaign Award 

The winner of the Pakistan Digital Awards 2025 in the Best Digital OOH Campaign category was The Coca-Cola Company for its Coke Studio Season 15 – 2AM Song campaign. Breaking away from conventional outdoor advertising, the campaign transformed city spaces into immersive storytelling platforms, connecting audiences with the soulful theme of the “2AM” track. It was designed to resonate with moments of quiet reflection, late-night aspirations, and the emotions that surface when the world slows down.

The creative execution used digital out-of-home (DOOH) to bring the song to life at the exact time it was most relevant — 2AM. By strategically selecting key urban locations and pairing them with dynamic content, the campaign created a unique connection between the environment, the music, and the audience. This approach made the campaign feel personal and relatable, particularly for Gen Z and millennial listeners who value authentic cultural experiences.

With its bold blend of music, creativity, and technology, the Coke Studio 2AM campaign redefined how digital OOH can be used to spark engagement. Instead of static promotion, it offered an experience that was emotional, memorable, and in sync with the brand’s legacy of innovation in music marketing. This award-winning initiative demonstrated the power of combining culture with cutting-edge media to create impact at scale.