Consumers reached during Euro 2024 campaign
Consumers reached around Warsaw’s National Stadium
Approximate campaign value savings made
Why Adform:
Heineken opted to work with Adform due to our flexibility in planning and wide availability of DOOH placements. Adform’s truly omnichannel capabilities provide direct integrations with all major DOOH vendors. This gave Heineken the ability to plan, execute, and optimize across DOOH, display, video, CTV, audio, and native, from a single platform.
Importantly, our platform allowed Heineken to maintain full control over creatives and ad scheduling, providing full transparency and real- time reporting. This made Adform the perfect partner to fulfil Heineken’s ambitions.
Challenges:
Heineken and Starcom were seeking OOH advertising support around specific events. They wanted to build community engagement around these events, helping audiences to associate their positive experiences with Heineken’s Żywiec beer brand. These OOH ads had to be timely and strategically placed to ensure maximum impact was delivered.
The only way to solve this was through highly-effective and precisely- targeted DOOH. The solution powering this had to be both cost- efficient and give Heineken full control.
Solution:
The Euro 2024 campaign saw 232 media placements leveraged across Poland’s major cities (Warsaw, Kraków, Gdańsk, Gdynia, and Sopot), with two creatives put up on the screens in special time slots. These ads were aligned with the two semi-final matches and the final of the tournament.
The National Stadium (Taylor Swift and UEFA Super Cup) campaign leveraged Adform’s real-time reporting and smart scheduling to ensure ads reached audiences at the most impactful moment. One creative was tailored to each event. These creatives were flashed up on 40 media placements along the route to Warsaw’s National Stadium.
Across both campaigns, Heineken could ensure that its ads appeared at the right time and place, without unnecessary costs. Meanwhile, our smart scheduling and dynamic creative optimization allowed seamless adjustments based on event timing, guaranteeing Heineken could reached hundreds of thousands of relevant, engaged individuals.
Monika Szufladowicz
Digital Communications Manager, Publicis Groupe Poland
“Adform’s platform allowed us to execute a seamless and highly targeted DOOH campaign for Euro 2024 and the National Stadium events.
Their flexibility, cost efficiency, and real-time control over creatives played a crucial role in maximizing reach while optimizing costs. A great partner in delivering impactful advertising!”