To launch Keypack Promo50, an offer giving new customers 50€ for opening a bank account, Keytrade Bank, Havas Media and Mutant built an annual national programmatic Digital Out-of-Home campaign through the Displayce media platform turning DOOH into creative reactions to Belgium’s biggest events.
Across 300 premium JCDecaux screens in 21 Belgian cities, the campaign followed around 20 sporting and cultural events, each with its own hyper-contextual creative. The result: 100% of the Promo50 acquisition target reached, and an ad recall score in the top 5% of the benchmark.
The challenge: winning new customers by staying close to them
Keytrade Bank had two objectives:
- recruit new customers around its Keypack Promo50 offer,
- strengthen its visibility and brand image across Belgium.
Both came with the same ambition: stay as close as possible to its audience and speak to people directly, all year round.
To speak to people directly, the campaign had to show up inside the moments they actually cared about.
The strategy: own the moment
Rather than running on a flat schedule, the DOOH campaign was aligned with a predefined calendar of major Belgian events, reaching different audiences through their own affinities:
- Football matches, including World Cup qualifiers
- Basketball games
- Five concerts
- A padel tournament
- An improv show
- The Tour des Flandres
Screens were selected close to each venue (stadiums, concert halls, tournament sites) and along the routes people took to reach them. Every event was covered before and after it took place, to catch people on their way in and on their way out.
The creative: one event, one idea
Each event had its own creative, built from what its audience already knew and cared about..
1. Football: a live scoreboard
Around football matches, including World Cup qualifiers, Keytrade Bank’s message played on the uncertainty of the game: “you’re sure to win €50, it’s obvious.” For one Belgian league match, the campaign went a step further, with Dynamic Creative Optimisation following the game from start to finish. Before kick-off, the screen showed the match time. During the game, a live data feed updated the score automatically. After the final whistle, the message switched to “Restez fidèle à votre club mais changez de banque” (“Stay loyal to your club, but switch banks”).
2. Concerts: the artists’ own lyrics
Around concert venues, Keytrade Bank’s message was written directly from each artist’s own lyrics, turning a song fans already knew by heart into a banking promise. Wu-Tang Clan’s “C.R.E.A.M.”, which stands for “Cash Rules Everything Around Me”, became “Si le cash rules everything around you, vous êtes au bon endroit” (“If cash rules everything around you, you’re in the right place”). For Orelsan’s concert, the message echoed his song “Basique”: “Ouvrir un compte ? Basique. Recevoir 50€ ? Simple.” (“Opening an account? Basic. Getting €50? Simple.”)
3. Padel: a partner on and off the court
At the Brussels Premier Padel tournament, a 3D padel ball creative played on the sport’s doubles format: “lean on a good partner, on the court and off it.” The message ran right where Keytrade’s competitors were present, putting the bank forward as a partner on their own ground.
Delivering a different idea for every event, on time and anywhere in Belgium, took close coordination across the DOOH chain: Havas Media on strategy and planning, Mutant on the creative, JCDecaux on the screen network, and Displayce media platform bringing it all together.
Campaign results: from brand impact to new customers
The campaign delivered on both objectives. On acquisition, new customers signing up through Promo50 reached 100% of target. The live DCO activation generated 1.5 million viewed impressions with a Share of Time of around 50%, and website visits rose by 22% while it was live.
A Brand Lift Survey on the World Cup activation delivered an Impact Score of 62, above the benchmark average of 50, with ad recall at 46%, 17 points above the benchmark (top 5%). Brand image rose by 25 points.
Key results:
- 9M+ impressions, incl. 3.8M (World Cup) and 1.2M (padel)
- 100% of the Promo50 acquisition target
- +22% website visits while DCO was live
- 2nd-best month since January for aided attribution (~60% among 18-54s)
- Impact Score of 62 vs 50 benchmark
- 46% ad recall (+17 pts, top 5%)
- 47% interest (+6 pts, top 25%)
When the screen tunes into its audience’s culture
Keytrade Bank is a strong example of how to make the most of contextual DOOH. By nature, DOOH is physically present where people are, in the middle of what’s happening around them, and the campaign built on exactly that, anchoring itself in its audience’s everyday environment, from match days to concert nights.
Whether the culture was football, music or padel, each activation was built for its own audience and moment, all running on the same national network. The results followed, from brand impact to new customers: proof that a pDOOH campaign can be both everywhere and exactly where it needs to be.
