SOS Kinderdorpen DOOH campaign
How to raise awareness in the midst
of an overload of information?
Driving online sales through advertising on Media Markt
Context
In a world where the plight of disadvantaged children often goes unnoticed, SOS Kinderdorpen stepped up to make a difference. The organization aimed to not only raise awareness among Belgians about its mission, but also to shine a light on the challenging conditions faced by countless vulnerable children. In Belgium 1 out 20 children lack a secure home. Their central objective was to raise funds to support these children, and SOS Kinderdorpen sought to achieve this through an innovative campaign.
SOS Kinderdorpen is a trusted non-profit organization committed to providing safe homes and families for children exposed to violence, neglect, and poverty in Belgium and around the world. Their mission is to ensure these children have the chance to grow up in a loving, supportive environment.
SOS Kinderdorpen
had two primary objectives for their campaign
Increase public awareness about their mission and the critical issue of children living in disadvantaged conditions in Belgium
Collect funds for the organization, primarily by encouraging donations from the public.
(Out) in the box
To tackle these goals, SOS Kinderdorpen partnered with blue2purple for a transformative Digital Out-of-Home (DOOH) campaign. In collaboration with JCDecaux, a global leader in outdoor advertising, blue2purple was to create a unique and powerful message that would resonate with the audience.
The challenge: How do you capture the attention of pedestrians in the midst of an overload of information that often goes unnoticed, overstimulating and desensitizing them?
Leveraging the DOOH format, screens at bus and tram stations and in commercial areas were ingeniously utilized to create a captivating illusion. It appeared as though vulnerable children were trapped inside the screens, calling for help, creating a powerful visual metaphor for their challenging circumstances. This creative approach not only highlighted the difficulties faced by these children, but also conveyed the urgency for support, evoking strong empathy from the audience. In their strategic approach, blue2purple and JCDecaux adopted a precise strategy using various JCDecaux tools.
Their target audience consisted of active mothers, and they used the OOH Planner tool for data-driven planning to effectively reach this audience.
To refine the campaign further, creative optimization tools like Optix/Creative heatmap, i-Check, and Gaze Sequence were employed. These tools helped prioritize different variations of the campaign based on the environment, the time of day, and the duration of exposure to the campaign.
The campaign was displayed on over 205 JCDecaux premium screens in Belgium on the street, in shopping malls, and at the entrances to Delhaize and Carrefour stores.
The choice of the Big LED screen at City 2 in Brussels was impactful, allowing the 3D campaign to immerse viewers in the experience, intensifying the emotional impact.
Results
7.8 million impressions on 269 screens across Belgium, achieving a 7% share of voice within the target audience = the campaign effectively engaged viewers and raised awareness for SOS Kinderdorpen.
29% increase in website traffic from search = the campaign successfully engaged the audience, arousing a genuine desire to learn more about the organization’s mission.
160% improvement in click-through rates = the campaign effectively motivated action and encouraged further engagement.
In conclusion, the SOS Kinderdorpen campaign was an exemplary demonstration of a creative and effective media strategy, leveraging the power of Digital Out-of-Home advertising and the JCDecaux platform. Through precise targeting, data-driven planning, and creative optimization, the campaign successfully engaged the target audience, driving awareness and conveying the desired message.
