Objective: To raise awareness and engage with parents, especially future fathers, in Belgium’s three main cities: Antwerp, Liège, and Brussels.

Campaign Duration: 2 weeks in October 2024

Budget: €10.000

Target Audience: Parents and future fathers

Key Locations: Areas around schools, child hospitals, toy shops, and other family-oriented venues

To maximize reach and engagement within the allocated budget, we propose a focused strategy leveraging Digital Out-of-Home (DOOH) advertising.

1. DOOH Formats and Placement:
   • Formats: Digital billboards
   • Key Locations: Antwerp, Brussels & Liège
     • • Crèches: Digital screens near entrances and bus stops (POS – 300m)
         • Time Targeting: Mon – Friday 7am – 10am and 3pm – 6pm
       • Kindergarten: Digital screens near entrances and bus stops (POS – 300m)
         • Time Targeting: Mon – Friday 7am – 8:30am and 3pm – 4:30pm
       • Elementary Schools: Digital screens near entrances and bus stops (POS – 300m)
         • Time Targeting: Mon – Friday 7am – 8:30am and 3pm – 4:30pm
       • Toy Shops: Digital screens near entrances  (POS – 500m)
         • Time Targeting: Mon – Friday 12am – 6pm
         • Time Targeting: Sat 10am – 6pm
       • Fitness Clubs: Digital screens near entrances  (POS – 750m)
         • Time Targeting: Mon – Sun 8am – 10am & 12am – 2pm & 5pm – 10pm
2. Programmatic DOOH Strategy:
   • Ad Networks and Platforms: Utilize programmatic DOOH platforms from JCDeacux, Clear Channel & Basic Fit  to efficiently target and display ads on high-traffic digital screens across Antwerp, Liège, and Brussels.
   • Time and Contextual Targeting: Schedule ads during peak hours when parents are likely commuting or shopping. Use contextual targeting to display relevant messages based on location and time.
3. Creative Execution:
   • Messaging: Craft compelling messages that resonate with future fathers and parents, emphasizing the benefits and unique aspects of Pitch X.
   • Design: Use bright, attractive colors and family-friendly imagery to draw attention. Ensure the digital ads are easy to read and engaging.
   • Call to Action: Include a clear call to action, such as visiting a website for more information, signing up for a newsletter, or participating in a local event.
4. Monitoring and Evaluation:
   • Performance Metrics: Track the effectiveness of the campaign by measuring website traffic, sign-ups, or footfall in specific locations where digital ads are displayed.
   • Real-Time Analytics: Utilize programmatic platforms to access real-time data on ad impressions, engagement, and reach.
   • Feedback: Collect feedback from the targeted audience through surveys or direct interactions at key locations to gauge engagement levels and message reception.

Conclusion:

This DOOH strategy for Pitch X focuses exclusively on digital advertising to effectively utilize the €10.000 budget. By strategically placing digital ads in high-traffic, family-oriented areas and leveraging programmatic platforms, the campaign will enhance brand awareness and drive engagement among parents and future fathers in Antwerp, Liège, and Brussels.