In the bustling town of Lillestrøm in Norway, Byfesten stood out as a vibrant celebration of music and culture. To draw in crowds and create buzz, organizers turned to a cutting-edge approach: dynamic digital out-of-home (DOOH) advertising. This campaign demonstrates how targeted strategies and real-time content updates transformed the festival's promotion and engagement efforts.
The objective: promoting Byfesten
The primary objective of the campaign was to promote Byfesten, a vibrant festival featuring a diverse lineup of artists performing over three days at the Lillestrøm Kultursenter.
Audience targeting strategies
To maximize local engagement, the campaign targeted an audience within a 500-meter radius of the Lillestrøm Kultursenter. This precise geographic targeting ensured that the promotional efforts reached potential festival-goers in close proximity to the event venue.
Creative strategy: dynamic and engaging content
The creative strategy for the campaign was divided into two distinct phases:
- Pre-Festival Phase: Leading up to the festival, the campaign featured a dynamic countdown timer displaying the days remaining until the festival began.
- During the Festival: Once the festival commenced, the campaign shifted focus to highlight the next artist scheduled to perform. Each ad featured an image of the upcoming artist and a countdown timer to their performance, dynamically updated based on the schedule to ensure festival-goers received the most current and relevant information. The ads also included a countdown to all the day's artists and displayed the distance from where the attendee was standing to the stage. This resulted in over 500 variations on 27 boards, with no manual work required, providing a highly personalised and engaging experience for the festival-goers.
Bori, a Norwegian housing association that provides residential properties and housing services to its members, was one of the main sponsors of Byfesten in Lillestrøm. As a key sponsor, all events on one of the main stages, Scene Kulturkvartalene, were presented by Bori. Therefore, Bori had a prominent representation throughout the DOOH campaign.
Campaign execution through JCDecaux
The campaign was executed exclusively through JCDecaux, utilizing their digital screens strategically placed in high-traffic areas such as transportation hubs, shopping centers and key public spaces around Lillestrøm. These dynamic and engaging advertisements kept the audience informed and excited about the ongoing festival events. By leveraging JCDecaux's targeted geographic network and dynamic creative content, the campaign effectively promoted Byfesten, increasing visibility and driving local engagement and attendance.
