For the launch of the new tram line to Amstelveen (line 25), GVB, Amsterdam’s public transport company, partnered with Abovo Media to execute a highly targeted Digital Out-of-Home (DOOH) campaign using the Vistar Media platform. By focusing on time and location, the campaign strategically targeted regions around tram stops and commuting times, ensuring maximum relevance and impact.
Every available screen within the tram line’s service area was included, regardless of media ownership, creating a comprehensive plan that covered the entire region. To enhance relevance, the campaign captured “the soul of a neighborhood” through creative variations tailored to specific audience groups. This included personas representing shopping audiences, business professionals, residents of Amstelveen Westwijk, and expats—a significant demographic for this area. By catering to both Dutch and non-Dutch audiences, the campaign reflected GVB’s commitment to inclusivity, a hallmark of public transport in Amsterdam.
The Vistar Media platform enabled seamless integration of diverse creatives and efficient targeting across various media owners, optimizing coverage for this specific service area. Screens at shopping malls, stations, stops, and key locations like the Amsterdam Zuidas business district were all utilized, ensuring the campaign reached the right audience at the right time. This innovative approach showcased the power of data-driven DOOH advertising in connecting with diverse commuter groups effectively.
