Campaign: SPOTIFY - Wrapped Outdoor Activation

Briefing summary:

Location: Brussels, in proximity to European parliament
Dates: 5th December – 9th December (5x days for digital, can be longer for static)
Type of OOH: Digital or Static, ideally high impact – we want to highlight that in Europe, local artists perform really well and so we don’t need quotas.
Budget: Approx 50k EUR (but might be able to secure more if needed so let us know if that’s unachievable)

Strategy:

Recommendation for OOH Campaign – Brussels (5-9 December)

Objective: Highlight the strong performance of local artists in Europe without the need for quotas.

Based on the briefing, we recommend a targeted Out-of-Home (OOH) strategy in the vicinity of the European Parliament in Brussels. This campaign will make optimal use of both digital media to generate maximum visibility and effectively convey the message to policymakers and passersby.

Proposed Approach:

  1. Locations:
    • Metro environments: Secure premium digital screens in metro stations around the European district. These locations attract thousands of daily commuters, including professionals working in EU institutions.
    • Street-level advertising: Digital screens along key traffic routes and pedestrian areas near the European Parliament and Schuman Square. These areas see high foot traffic from both locals and EU delegations.
  2. Formats:
    • Digital screens (PDOOH): Utilize dynamic digital screens in metro and street environments for high impact and flexibility. With moving images and rotating messages, attention can be quickly captured, and different variations of the message can be tested.
    • Static billboards and LED cubes: To maximize impact, we recommend placing large, prominent static billboards (baches) or using innovative LED cubes in strategic locations, such as squares or intersections. These create extra visibility, especially during peak hours.
  3. Benefits of this Approach:
    • High Reach & Frequency: By combining metro and street media, you build both reach and frequency, which is crucial to getting the message across to your target audience.
    • Impactful visual formats: The mix of static billboards/Led Cubes and digital screens offers an excellent balance between high visibility and the flexibility to adjust the message.
    • Targeted location: The European district in Brussels is the perfect place to reach influential policymakers and stakeholders directly involved in cultural and political decision-making in Europe.
  4. Budget:
    • With a budget of around €50,000, it should be possible to secure a significant presence, especially by combining strategic digital screens with some iconic large static formats.
    • If the budget can be increased slightly, we recommend investing in Led Cubes with 4 digital sides in station Brussel/Luxemburg and Brussel/Schuman to improve impact of the campaign. If Led Cubes are chosen we recommend the move the digital campaign in the same period as Led Cubes are available (starting 9/12/2024)

With this strategy, we ensure broad visibility combined with impactful visual formats that perfectly highlight the message that local artists in Europe excel without the need for quotas.

Programmatic: Digital Street

Programmatic: Digital Metro

Programmatic: Station Live

Direct: LED cube – 1 side

Direct: LED cube – 4 sides

Direct: Banner Rue Belliard 250m² – Brussels

Direct: Banner Rue de la Loi 80m² - Brussels

Direct: Giant Banner – Brussels-Central Station

Direct: LED 2m²

*programmatic is not guaranteed, screens & contacts and CPM are best estimates and subject to change.