Reaching EU expats: Partenamut's precise DOOH targeting in Brussels
Partenamut is Belgium's leading non-denominational and independent French-speaking mutual insurance company, targeting expatriates in Brussels' European Quarter with precision DOOH.
In a highly competitive healthcare insurance market, Partenamut aimed to differentiate itself by specifically targeting expatriates in Brussels' European Quarter. The challenge was reaching this precise audience while optimizing media budget and avoiding wasted impressions on irrelevant audiences.
Using glooh's platform, Partenamut built their campaign strategy around three key elements: smart location targeting with 34 strategic screens across 6 key locations; automated timing optimization with a 27-day campaign targeting peak visibility periods delivering over 650,000 targeted impressions; and direct content delivery with English-language creative and integrated QR code tracking.
The platform's audience data helped pinpoint high-value areas: metro stations, train stations, and European Quarter streets with strong expatriate presence. Screen selection focused on daily commute patterns of the international workforce. The campaign's impressive reach of over 650,000 qualified contacts proved that precise geographical targeting can effectively complement online efforts for this notoriously hard-to-reach audience.
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