BROOKS X MARATHON ROTTERDAM 🏅
During the Rotterdam Marathon, Brooks used a two-layer (D)OOH approach to establish impressive brand dominance. By strategically deploying digital screens along the arrival and marathon routes, the target group of runners was optimally reached.
Two Layers for Maximum Reach
The campaign consisted of two carefully coordinated layers. You can read about how to calculate the reach per layer in “How Outdoor Advertising Reach Is Measured.” The first layer focused on travelers’ arrivals. For this, digital screens in public transportation were selected, specifically tailored to heavily traveled routes leading to the event. The target audience’s travel patterns were mapped out to maximize the impact.
The second layer placed the focus on dominant visibility in and around the marathon route itself. Through presence in strategic locations along the route, Brooks became visually inescapable to participants and spectators alike.
In the image below, see the marathon route combined with the screen selection.
Smart deployment of timetargeting
Through the use of timetargeting, the visibility of the campaign was optimized during peak traffic and audience flow times. This allowed Brooks to be prominent before, during and after the event.
Result: impact and recognition
Thanks to this clever (D)OOH combination, Brooks created a powerful brand moment among its target runners. The campaign proves how strategic media mix and data-driven planning lead to maximum visibility and brand recognition.
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