The Dutch Flower council promotes flowers and plants as it is one of Holland’s primary export products. This fall The Flower council ran a campaign thanking plants for everything they bring to our lives. The campaign was run in Germany, UK and Dutch cities using mobile and DOOH. Matterkind and Sage + Acher DSP are the first to run a programmatic DOOH + mobile campaign in multiple countries, across several media owners and publishers in Europe.
The Flower Council created the concept “Thanks Plants” thanking plants for the role they played for people staying at home. Helping you have a comfortable, relaxing and healthy environment at home. Making your bathroom feel like a spa and your house into a home. Plants have the ability to reduce stress, create a healthy environment and help to reconnect with nature. Especially for urban audiences these benefits are relevant.
Using mobile + DOOH to reach audiences at the right place and time
Matterkind and UM used programmatic buying to specifically 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 way more efficient and reduced the amount of waste. Moreover DOOH and mobile were ideal in cost efficiently driving awareness for this message.
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.”
Flexible buying in a pandemic
Choosing programmatic buying also made the campaign flexible and mitigated the risk of running the campaign altogether or in places where due to the pandemic hardly any audiences were still there.
Penetration of programmatic DOOH in Europe is huge
They ran this campaign across several publishers and screens on DOOH retargeting these audiences via mobile advertising creating an additional contact on mobile devices. Using the same times and locations to reach the right audience.
Use data to reduce waste
The campaign used all the benefits of programmatic DOOH + mobile, creating awareness on relevant audiences and using data to reduce waste and to make sure campaigns are run on places where the audience could still be found, even in the Covid19 dynamic reality.
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.“