The challenge
Spa Reine needed to move beyond simple brand availability and re-emphasise its core message of quality and purity. The primary challenge was to capture the attention of a specific, high-value demographic in a crowded marketplace.
The campaign's overarching objectives were to:
- Increase overall brand awareness
- Reinforce consumer associations with premium quality and natural purity
- Stimulate brand consideration and improve top-of-mind recall
The response
To meet these objectives, Spa Reine deployed a multi-channel campaign that included DOOH, TV, online video, and social media. The DOOH component was critical for intercepting the target audience with precision and impact, and leveraged an innovative new buying model from Vistar Media: Programmatic Guaranteed (PG).
To bring this strategy to life, the campaign focused on three key pillars, each designed to maximise impact, engage the target audience, and showcase the power of programmatic DOOH:
1. Targeting the wellness-conscious commuter
The campaign focused on adults aged 25–50, a group identified as actively valuing health, wellness, and premium product choices. This audience is frequently on the move for work or leisure. To ensure maximum relevance, time-based targeting was applied, delivering ads only during peak morning and evening commuting hours from Monday to Friday. This strategy placed Spa’s message in front of the audience at moments when they were most receptive.
2. High-impact creative in strategic locations
The campaign ran across large-format digital screens and 10” portrait full-motion videos located in train stations. This creative approach combined storytelling and emotional engagement with conversion-focused messaging, delivering visually compelling content that emphasised Spa’s purity and premium positioning.
3. A programmatic milestone
Significantly, this campaign represented the first use of Vistar Media’s Programmatic Guaranteed (PG) buying model in the Netherlands, marking a major milestone for programmatic DOOH in the market.
- What is Programmatic Guaranteed?
Programmatic Guaranteed is a programmatic buying model that combines the automation and targeting precision of programmatic advertising with guaranteed delivery of premium inventory. Unlike open auction buys, PG ensures a set number of impressions at a fixed price, providing both reliability and high-quality placement. This approach allowed Spa Reine to secure premium train station screens while maintaining the flexibility and efficiency of programmatic, marking a major milestone for programmatic DOOH in the market.
The results
By combining precise audience targeting, strategically timed placements and dynamic creative formats, the campaign successfully increased brand awareness and strengthened positive associations with Spa’s quality and natural origins. Beyond brand impact, the campaign also served as a successful example of Programmatic Guaranteed working in-market, demonstrating the solution’s ability to reliably deliver across selected premium DOOH inventory whilst maintaining the flexibility and precision of programmatic buying.
Testimonials
"Programmatic guaranteed offered us several key advantages because it ensures campaign delivery as scheduled on DOOH screens. It also provides an opportunity to secure the necessary media pressure to target specific KPIs, which is crucial when availability on certain networks is low. Ultimately, programmatic guaranteed ensures that planned and actual deliveries align with the scheduled strategy and was therefore an enormous success.
We are glad we could set up this campaign this way using the technique of Vistar. This type of programmatic transaction ensures the highest possible priority, with no need (or risk) of entering the auctions with other buyers."
Roos Groesz, OOH Director - IPG Mediabrands Nederland
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