For its disability insurance, Klaverblad insurances wants to target self employed workers. There are multiple groups of self employed workers; in construction in health care and in creative services. For each group Klaverblad used a combination of location targeting via GEO targeting and time on mobile and Digital Out of Home screens to target the right audience.
For self employed workers in construction Klaverblad used the information they have on this group to target them. Construction workers have the tendency to live in the suburbs around big cities, start super early in the day to avoid traffic and typically work in the inner-cities during the day leaving early to avoid the traffic jam again. Klaverblad used this information to be present on highways and gas stations in the early mornings and early afternoons.
For self employed workers in health care and in the creative industry Klaverblad used geotargeting on locations such as WeWorks and places where independent creatives work. For healthcare this constituted in targeting hospitals and other medical facilities during opening hours on mobile apps.