Commissioned by the Municipality of Rotterdam, STROOM provided the media strategy and media buying. In the week before the Song Contest, the campaign is at its peak for maximum effect.
The campaign objective is to create awareness for this unique event in the city and region of Rotterdam in four weeks. We choose outdoor advertising to maximize reach and number of contacts within the target group. After a decline in reach of outdoor advertising during the lockdown, we now see growth again in the reach of outdoor advertising so that the target group is reached quickly.
Mix of visibility in different places contributes to broad reach
Visibility will be achieved through bus shelters, triangle signs and impactful digital screens at city intersections. In addition, a takeover of metro station Beurs and a fully stickered streetcar. In the region, we also provide visibility along the highway, along access roads and at Rotterdam The Hague Airport, Eindhoven Airport and Schiphol Airport airports.
Striking campaign elements picked up widely
The success of the campaign has not been limited to mass visibility in the city. What is striking about the effort is that many elements were reflected in the media through PR and were well picked up in news broadcasts. The streetcar in particular stood out as a striking campaign element. It was used in filming for an item on NPO and featured in a broadcast of BEAU on RTL4.
We are proud to contribute to the visibility of this unique event with STROOM as a Rotterdam media agency!
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