The goals
Our approach
Target audience: people interested in visiting Utrecht (ages 25-55+)
Always On campaign, to maintain awareness throughout the year
Targeting people from regions farther away from the Utrecht area
The results
The complexity of the campaigns, starting in 2021, was always to measure visits purely in the city center, with the requirement to exclude the distant northern regions of the Netherlands (due to excessive travel time). As a result, the campaign achieved 103k visits, with over 1.13 million unique users and a total uplift of 185%.
Later in 2022, we proposed excluding the Utrecht region itself and focusing on the best-performing cities and regions to improve overall results. The campaign lasted 9 months and brought in 88k visitors, around 1.26 million unique users, and a YoY uplift improvement to 201%.
The latest campaign in 2023 inherited the retargeted audience and was enriched with the DOOH sync element, enabling screens in Amsterdam Central and 10 major cities, including The Hague, Rotterdam, and Den Bosch. The overall results were an impressive 124,000 measured visitors, 1.19 million unique users, and an improved uplift to 221%. The most remarkable aspect is that more than one-third of the visits were measured from the retargeted DOOH audience, proving that the impact of this sync can be significant.
Winner of a Silver Dutch Interactive Award 2024 in the Activation category.
