As one of the largest insurance companies in the Netherlands, Centraal Beheer seized the opportunity to promote their travel insurance after lockdowns eased, allowing people to resume holidays and day trips.
Targeting relevant moments with programmatic DOOH
To highlight the benefits of their travel insurance, Centraal Beheer focused on contexts where people were already planning or thinking about trips. The campaign targeted screens near over 60 zoos and 500 museums, as well as public transport and city centers during rush hours. Additionally, shopping malls were targeted during rainy or overcast weather, aligning with consumer behavior patterns.
Dynamic messaging for maximum relevance
Using dynamic digital out-of-home, the campaign adapted its creative to match the context. Ads featured tailored messaging for zoos, museums, rush hours, and weather conditions, ensuring relevance while maintaining broad audience reach.
Innovation in subway advertising
Centraal Beheer also tested a pioneering new format in collaboration with Adtrackmedia: projecting advertisements onto subway windows in Rotterdam. This high-impact, high-reach format is a promising addition to the programmatic inventory, showcasing Centraal Beheer’s innovative approach to advertising.
By leveraging data-driven targeting and dynamic creatives, Centraal Beheer successfully delivered a relevant and impactful campaign to engage consumers at key moments.
