The Dutch Flower council promotes flowers and plants as it is one of Holland’s primary export products. This fall The The famous Dutch tulip is one of Holland’s primary export products, and the Flower Council established to promote it (and other blooms!) on the international stage. The Flower Council ran an autumn campaign to “Thank Plants” for the role they have played in keeping lockdown homes happier and healthier. The campaign ran in German, UK and Dutch cities using mobile and DOOH, making Matterkind with the Sage + Acher DSP the first to run a programmatic DOOH + mobile campaign across multiple media owners and publishers, and multiple markets in Europe.
The Flower Council created the concept “Thanks Plants” thanking plants for the role they played for people staying The Flower Council created the concept “Thanks Plants” particularly targeted for urban audiences, helping them have a comfortable, relaxing and healthy environment at home. Plants have the ability to reduce stress, and help to reconnect with nature.
Using mobile + DOOH to reach audiences at the right place and time
Matterkind and UM used programmatic buying to reach urban audiences within the age group 25-40 years old, in the Netherlands, UK and Germany. Using mobile data to be smarter in when and where to run campaigns made reaching these audiences more efficient and reduced the amount of waste. Moreover DOOH and mobile were ideal in cost efficiently driving awareness for this message, particularly during lockdown conditions where footfall was lower and less predictable.
They ran this campaign across major media owners and DOOH screens, retargeting these audiences via mobile advertising to create an additional contact on mobile devices. Using the same times and locations to reach the right audience.
Vincent Boot Media Consultant UM: “DOOH is ideal in reaching the urban audiences that we were looking for in this campaign. Using programmatic tools to reduce waste and only target the right times and places was instrumental in creating relevancy and cost-efficiently driving awareness for the campaign.”
Sander Kraan manager addressable Matterkind: “The Sage + Archer platform created a solution to buy DOOH & Mobile inventory together in 3 European markets via one platform. This gave Matterkind and Flower Council the opportunity to buy at multiple media owners without a lot of the hassle you would normally have and optimize between countries and publishers to ensure the best results. Using mobile data to be smarter in when and where Flower Council wanted visibility and reach the target audience. This resulted in a campaign that was more efficient and reduced the amount of waste.“