ANWB taps into King's Day with Programmatic DOOH Campaign

On King's Day, ANWB utilized Programmatic DOOH to advertise its ANWB Home Insurance. The campaign was active in 15 cities simultaneously, with each city featuring a unique creative with a local twist. Bauer Media Outdoor managed the campaign in Almere, Den Bosch, Eindhoven, Nijmegen, Rotterdam, and Tilburg.

Each ad cleverly played on a recognizable characteristic of the city, featuring a recognizable ANWB dog with an orange crown as the face of the campaign. For example, Rotterdam asked if you had scored a 'Great Rotterdam flea market find', featuring a miniature sailboat, fitting for Rotterdam as a port city. Eindhoven played on its nickname 'city of light' with the question: 'Is your home full of new bright spots?'.

One campaign, tailor-made for each city

This campaign demonstrates how Programmatic DOOH makes it possible to be locally relevant even on a large scale. By displaying a unique message for each city on precisely the right day, ANWB playfully brought its Home Insurance to attention.

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