The goals
At a time when expectations for Dutch municipalities continue to rise while available resources decline, it is essential to raise awareness about this unsustainable situation. As The Hague increasingly shifts responsibilities to local governments, municipalities face the challenge of maintaining performance despite budget cuts.
The Association of Dutch Municipalities (VNG) launched a powerful campaign aimed at informing citizens and policymakers about the impact of these budget cuts. The message needed to be strategically delivered at the right time and place to increase awareness and engagement.
Our approach
- Target Audience: Dutch citizens and policymakers
- DOOH & Mobile Display Synchronization: Advertisements appeared on strategic DOOH screens in city centers and were supported by mobile ads for additional reach.
- Targeted Messaging: Personalized, relatable messages such as “Help keep the neighbourhood clean” and “Ensure grandma can stay at home” clearly demonstrated how municipal budget cuts directly affect daily life.
- Audience Sync: Mobile IDs around DOOH screens were collected for retargeting via Mobile, amplifying the campaign’s impact.
The results
The VNG campaign achieved an impressive 1,192,103 impressions and 198,684 unique users, demonstrating the effectiveness of combining DOOH and Mobile Display to reach a broad audience. Through Audience Sync, mobile IDs were collected, enabling users to be re-engaged not only in real time but also at a later stage. This reinforced the message and significantly increased its impact.
All campaign data was analysed in real-time through a performance dashboard, allowing quick adjustments based on results. This optimization of channels, messaging, and audience selection led to an efficient and effective use of resources. The campaign highlighted the power of integrated marketing strategies and the importance of data-driven decision-making in public communication.
Client Testimonial:
“By incorporating mJourney into VNG’s campaign, we significantly increased the number of audience touchpoints with our message. Using their technology to capture users who had seen the digital out-of-home ads, we created an additional touchpoint via mobile. This allowed us to build a higher contact frequency within the target audience and present multiple messages to them. A successful campaign for VNG and a great collaboration with mJourney.”
