Bauer Media Outdoor and the KNVB bring the Oranje spirit to the entire Netherlands during the World Cup

Bauer Media Outdoor and the KNVB are continuing their long-standing partnership with a large-scale World Cup activation that brings the Dutch national team into the daily lives of millions of Dutch people throughout the tournament. Using a nationwide network of over 1,000 digital screens, Bauer Media Outdoor brings the World Cup experience to people across the country in real time. The activation demonstrates how digital out-of-home media can respond to current sports events and consists of various components that will be rolled out throughout the tournament.

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Oranje squad on over 1,000 screens

The campaign kicked off at the end of May with the announcement of the final Oranje squad. At that moment, the team selection appeared simultaneously across Bauer Media Outdoor's entire digital network. This nationwide takeover made the players of the Dutch national team visible throughout the Netherlands in an instant.

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Real-time countdown to Oranje matches

Starting with Oranje's first World Cup match on Sunday, the network will be used to help supporters count down to kick-off. Three hours before every match, special Oranje-themed content with a live countdown to the start of the game will appear on the screens. With this, Bauer Media Outdoor and the KNVB are tapping into the excitement, anticipation, and experience surrounding the Dutch national team during the tournament.

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KNVB Morning Show reaches Gen Z via NextGen network

To reach younger target audiences during the World Cup, the KNVB developed a morning show ‘Appie & Max in the Morning’, hosted by Appie Mussa and Max Stein. Throughout the tournament, they will follow and support Oranje from host city to host city. On every match day and the morning after a match, a new episode will be released at 7:00 AM on the OnsOranje YouTube channel, supplemented by daily social media content. Teasers for the Morning Show are distributed daily via Bauer Media Outdoor's NextGen network. This keeps pupils and students informed about new episodes, guests, and topics, right in the places where this target group spends their time every day.

According to Wierish Debipersad, Commercial Director at Bauer Media Outdoor, the activation shows how digital out-of-home can respond to current events, experiences, and live moments: "The World Cup is one of the few times when the entire Netherlands is looking forward to something together. With this partnership, we are bringing that energy into the public space and demonstrating how powerful digital reach can be when content, current events, and timing come together."

The KNVB also sees the partnership as a way to bring supporters closer to Oranje and to showcase World Cup content in an innovative way.

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