At the start of the summer festival season, XITE wanted to capture their target audience in order to increase brand awareness of their product. They saw digital out-of-home as the perfect medium for brand building with both location targeting of festival venues and engaging, high impact, creative, appealing to a music, culture, and fashion smart audience.
XITE deployed DOOH and mobile effectively to engage with their audience throughout the festival season and in different environments. Hereby, centring themselves throughout that musical experience. With Sage+Archer, XITE targeted DOOH locations and transport routes to and from events, as well as around the festival venue itself. Mobile provided a complimentary opportunity for more personal targeting. Meaning, capturing the mindset and environment of the target audience in between festival dates, not just during.
Programmatic execution
- Location targeting across the Netherlands: targeting visitors. But only as they were in transit to and from festivals, at rail stations and routes nearby.
- Date Activation: the campaign was scheduled only to activate on dates when festivals took place.
- Day Parting: activity was finely tuned around transport routes and venues for the hours before and after festivals. Thereby ensuring maximum opportunity to reach the right audience with minimal wastage.
Campaign and audience reach
Throughout the summer, the campaign reached 250,000 festival-goers, 150,000 from the DOOH placements alone, and a further 200,000 after the festival. Manon Fannis, PR and communications manager at XITE stated: “With programmatic digital out-of-home and mobile, we were able to make our budget work effectively, tailoring our campaign and creative to our specific audience and target group. We are happy with the innovation and efficiency programmatic brings, and we will definitely run it again!”.
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