Knab thanks customers with personalised billboards throughout the Netherlands. How were we able to show the names of 11,000 customers on digital screens in their own neighbourhood?
A challenging puzzle for a tight out of home planning
The challenge was to show all customer names at a reasonable time on screens in their own neighbourhood. Maartje Luns, campaign manager at MobPro: ”This was a fun puzzle. There’s enough room to show all the names, but we didn’t want to send someone to a screen at four in the morning. A clear schedule was crucial to ensure that customers knew exactly where and at what time their name would be visible”.
The number of spaces available depends on the loop. Digital screens show several advertisements per minute, after which it repeats itself after the minute. However, this differs per screen. There are also screens with loops of three minutes. This factor determines how many names can be shown per screen and per day. And thus how many screens you have to use per day to make all the names visible.
10.000 HTML5 Digital Out Of Home ads
In addition to smart planning, the scale of the campaign also required a flexible creative solution. Because, just as every screen has a different loop, every screen has a different size or resolution. A creation (designed by advertising agency Lijm Amsterdam) not only has to be adapted to the name. It also has to meet the specifications of the screen on which it is shown. Danny Kwaks, creative developer at MobPro: ”It would amount to a production of 11,000 unique creatives. That’s obviously not desirable, so we use a more efficient technique: HTML5”
#getthanked: Knab customers admire their own screen in their town.
By mail and website, Knab asked its customers if they would like to see their first name on a billboard. Based on the smart media planning, they were informed on which day, time and specific location their name would be visible.
Last weekend, groups of Knab customers gathered at various DOOH screens throughout the Netherlands for selfies with ‘their’ billboard. These were proudly shared on social media by using the hastag #ikwordbedankt.
Anne Ruth Groen, brand & communication manager at Knab: ”For Knab employees, this is the ultimate way to show how happy we are with customers. How crazy is it that we use a mass media channel to thank our customers in person?”
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