Out-of-Home Case Study
Tangem
Making Crypto Impossible to Miss at Consensus Miami.
Tangem is a crypto wallet and hardware wallet brand built around secure, simple and mobile-first self-custody. Its product allows users to manage digital assets through a Tangem card and mobile app, making crypto storage feel closer to a familiar contactless card experience than a traditional hardware device.
As a retained multi-year client of One Day Agency, Tangem works with us across recurring brand activations, helping the brand build visibility in high-value crypto, fintech and Web3 environments. For its Miami campaign, Tangem wanted to activate around Consensus, one of the most important crypto and blockchain conferences, taking place at the Miami Beach Convention Centre.
The challenge was clear: in a high-noise event environment full of crypto brands, Tangem needed a media approach that would stand out, feel memorable and reach both conference delegates and the wider Miami audience. To achieve this, One Day Agency planned a premium OOH campaign led by digital boat advertising, supported by large-format OOH across Miami.
Skills:
Out-of-Home Advertising, Digital OOH, Boat Advertising, Crypto Marketing, Web3 Marketing, Conference Activation, Event-Led Media Strategy, Large-Format OOH, Media Planning and Buying, Campaign Measurement
A Standout Format for a High-Competition Crypto Event
Crypto conferences are saturated environments. Delegates are exposed to booths, sponsor branding, social content, side events, street media and competing Web3 messages throughout the week. For Tangem, standard media alone would not have been enough.
One Day Agency recommended digital boat advertising as the hero format because it matched the location, the audience and the need for disruption. Miami is a water-led city, with high visibility across beaches, waterfront restaurants, hotels, marinas and leisure areas. A digital boat carrying Tangem creative gave the brand a mobile, premium and unexpected presence that could move through the city rather than remain fixed in one place.
This made the format particularly valuable for a crypto brand. It created novelty, visibility and talkability, helping Tangem appear in the places conference attendees and high-value Miami audiences were likely to be spending time outside the venue.
Digital Boats Across Miami’s Most Influential Areas
Digital boats are mobile OOH formats with large digital screens mounted on vessels. They operate across coastal and waterfront routes, giving advertisers visibility in areas where traditional roadside OOH cannot reach.
For Tangem, the boats were planned across premium Miami locations including Downtown Bay Route, Brickell Financial District, Miami River, South Beach, North Beach, Sunny Isles and areas around the Miami Beach Convention Centre. These locations helped connect the campaign with finance, tourism, lifestyle, crypto conference activity and affluent waterfront audiences.
The format was especially useful because it could reach people in multiple environments: conference attendees moving around Miami Beach, tourists on the beach, diners at waterfront venues, residents in premium neighbourhoods and crypto audiences attending side events around the city.
The boat campaign ran from 27 April to 16 May, with six boats booked. It delivered 12,737,660 impressions against 10,190,128 booked impressions, alongside 36,000 delivered plays against 28,800 booked plays.
Large-Format OOH for Citywide Authority
The boat activity was supported by large-format OOH to give Tangem fixed, high-impact visibility across Miami.
Large-format OOH works differently from mobile formats. While boats create movement, novelty and contextual disruption, large-format placements provide scale, authority and repeated exposure in major traffic corridors. For Tangem, this meant the campaign could feel both memorable and established: moving through the water while also owning key city locations.
The campaign included two large-format placements. The first delivered 2,853,352 impressions against 1,911,419 guaranteed impressions, with 13,966 delivered spots against 9,504 guaranteed spots. The second delivered 719,278 impressions against 373,157 guaranteed impressions, with 24,981 delivered spots against 13,824 guaranteed spots.
Together, these formats extended Tangem’s presence beyond the conference environment and ensured the brand appeared across both destination and transit moments in Miami.
Activating Beyond the Conference Floor
The strategy was not limited to reaching people inside Consensus. For a category like crypto, some of the most important conversations happen around the event, at side events, dinners, hotel lobbies, networking spaces, beachfront areas and social gatherings.
By combining digital boats with large-format OOH, One Day Agency helped Tangem surround the conference ecosystem. The campaign reached delegates while they were in Miami for Consensus, but also captured the wider city audience, including crypto-curious consumers, investors, entrepreneurs and lifestyle audiences who may not have been inside the venue.
This gave Tangem a stronger presence across the full conference journey: arrival, movement around the city, leisure time, waterfront socialising and high-traffic urban routes.
Results and Learnings
The campaign successfully gave Tangem a standout presence during Consensus Miami, using media that felt native to the city while still delivering serious scale.
Digital boats were the hero format, delivering 12.7 million impressions and 36,000 plays. Large-format OOH added a further 3.57 million delivered impressions, giving Tangem both mobile visibility and fixed citywide authority.
The key learning was that conference activations work best when the media strategy extends beyond the venue. In crowded sectors such as crypto, standout formats matter because audiences are already overexposed to conventional event advertising. Digital boats gave Tangem a distinctive, memorable and highly Miami-specific presence, while large-format OOH added credibility, repetition and scale.
For future crypto and Web3 activations, the strongest approach is to combine high-talkability formats with strategic fixed media around event venues, hotels, airports, side-event areas and lifestyle destinations. This ensures the brand does not simply attend the conference, but becomes visible across the city experience surrounding it.
