The Dutch Flower Council promotes flowers and plants as one of Holland’s primary export products. This fall, the famous Dutch tulip and other blooms were showcased internationally. The Flower Council ran an autumn campaign to “Thank Plants” for their role in keeping lockdown homes happier and healthier. The campaign ran in German, UK, and Dutch cities using mobile and DOOH. Matterkind, in partnership with Vistar, was the first to run a programmatic DOOH + mobile campaign across multiple media owners and markets in Europe.

The Flower Council created the concept “Thanks Plants,” particularly targeting urban audiences to help them have a comfortable, relaxing, and healthy environment at home as plants have the ability to reduce stress and help people reconnect with nature.

Using mobile + DOOH to reach audiences at the right place and time

Matterkind and UM used programmatic buying to reach urban audiences aged 25-40 years old in the Netherlands, UK, and Germany. Using mobile data to optimize when and where to run campaigns made reaching these audiences more efficient and reduced waste. Moreover, DOOH and mobile were ideal for cost-efficiently driving awareness during lockdown conditions when footfall was lower and less predictable.

The Dutch Flower Council ran this campaign across major media owners and DOOH screens, re-targeting these audiences via mobile advertising to create an additional contact on mobile devices at the same times and locations.

Vincent Boot, Media Consultant at UM, stated, “DOOH is ideal in reaching the urban audiences that we were looking for in this campaign. Using programmatic tools to reduce waste and only target the right times and places was instrumental in creating relevancy and cost-efficiently driving awareness for the campaign.”