Save the Children provide food assistance for vulnerable households and individuals and the charitable contributions they receive make it possible to support food poverty and hunger programs. Save the Children wanted to run a fundraising campaign throughout the festive season to address the food poverty and shortages that many children around the world face.
This hyper-local DOOH campaign displayed ads localised and targeted at the neighbourhood level. Leading with the tagline “Set an extra plate” (or, in Dutch: “Zet een bordje bij”), they aimed to encourage people to create a virtual Christmas dinner table throughout the Netherlands.
Category targeting of Supermarkets
In collaboration with its media agency, SDIM, Save the Children designed a localised DOOH strategy maximising the capability of dynamic creative for DOOH.
Planning and activating with the Sage+Archer DSP, the campaign was targeted at Dutch consumers in proximity to supermarkets. Paul van Amelsvoort, Campaign Manager at SDIM: “This campaign is about making people aware of the food poverty in this world. Therefore, we wanted to send out the message in an environment and mindset where people can relate and respond to this the most.” SDIM specifically targeted the supermarket category, and all screens within a 500m proximity to those supermarkets.
Hyper-local targeting of neighbourhood specific dynamic creative
Localised dynamic creative automatically updated messaging to reference the nearest famous landmark. “Let’s set a dining table as long as the Vondelpark” was the message in parts of Amsterdam, referring to the city’s biggest green park. “Let’s set a dining table as tall as the Martinitoren”ran in the town of Groningen, referring to its famous church.
Grace Ooijen, Digital Marketer at Save the Children: “One of the challenges we face as a humanitarian aid organisation is to make our help message as relatable as possible for those who may not experience these insecure living conditions. Thanks to the dynamic activation in the DOOH channel, and with the help of Sage+Archer’s Creative Services, we are now able to create more compelling stories on a larger scale.”
The localised DOOH creatives were built using HTML5 technology. A data feed connected screen locations with landmark names and its coordinates for maximum accuracy and relevancy.
Get in touch with Sage+Archer
Do you want to know more about dynamic creatives, HTML5, or want to create your own DOOH campaign? Get in touch with Tim Markestein, Head of Client Success via mail or call us: +31 20 702 8206. Curious? Log into the Sage+Archer platform or request a demo!