Geo-targeting: focus on urban areas with less Ardennes Etape. Flanders & Netherlands (Zuid-Limburg, Noord-Brabant, Zeeland, Zuid-Holland, Noord-Holland, Utrecht,Gelderland). They want a big impact in the chosen areas. Limburg is less interesting because they have ‘an Ardennes’ for them. The same goes for West-Vlaanderen.
Audiences: Public familiar, commuting (when life is boring), train station, traffic jam
Message: They’re going to have time-based creatives: breakfast, evening, etc.
Timing: Not weekends, Friday evenings. Client really wants something, where people are “dreaming of something else”. During routine.
Budget €70,000 50-50 (NL & BENL) Goal: to be top of mind.
Campaign:
Briefing summary:
Strategy:
According to the budget size & the target group, we have chosen the street & the railway universes (commuters, high volume of impression, deep geographical reach) for both Belgium and The Netherlands. For Belgium, we also added the Antwerp pre metro to strengthen the visibility in Antwerp.
In order to be as close as possible to the target group mindset we have chosen a time slot when people are commuting avoiding the friday evening ans de week-end.
The geographic area is :
The Flemish Brabant, East & West Flanders & Antwerp provinces in Belgian
The Zuid-Limburg, Noord-Brabant, Zuid-Holland,Noord-Holland, Utrecht & Gelderland provinces in The Netherlands
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Programmatic: Station Live Belgium
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Programmatic: DOOH Premetro Antwerpen
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Programmatic: Digital Street Netherlands
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Programmatic: Railway Stations Netherlands
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*programmatic is not guaranteed, screens & contacts and CPM are best estimates and subject to change.