How AWEX Reached Over 650,000 B2B Decision-Makers Through Strategic DOOH

Objectives

• Raise awareness of AWEX’s financial incentive programs among Walloon businesses

• Ensure broad coverage across Wallonia, prioritizing strategic economic zones

• Minimize media waste by targeting decision-makers in their daily environments

• Strengthen AWEX’s image as a key partner for international expansion projects

Solution

Strategic Geographic Targeting

- Selection of 83 digital screens located in areas frequented by professionals and decision-makers

- Prioritization of displays near economic hubs and business zones

- Focus on gas stations, train stations, corporate parking lots, golf clubs, coworking spaces, and fitness centers

Media Buying Optimization

- Combination of guaranteed and programmatic media buys to maximize impact

- Use of glooh platform data to identify the highest potential screen locations

- Campaign scheduled over 12 days, strategically spread across two weeks (Monday to Saturday)

Impactful Creative Content

- Development of visuals centered around the message “AWEX supports your #ambitions!”

- Multiple creative variants showcasing the different types of incentives available

- Clean, minimal design for immediate message comprehension by on-the-go decision-makers

Conclusion

This campaign demonstrates how targeted DOOH can effectively reach a B2B professional audience that is traditionally difficult to engage through conventional media channels. By focusing on environments where decision-makers are active daily, AWEX was able to naturally integrate its message into their routine.

With over 656,000 qualified impressions and 464,000 ad plays (exceeding the initial goal by 5%), the campaign proves that precise geographic targeting combined with a mixed media buying strategy (guaranteed and programmatic) optimizes both impact and reach—even in highly competitive locations.

This top-of-funnel visibility was crucial in informing Walloon businesses about available funding opportunities for their internationalization projects, reinforcing the principle that visibility drives consideration—and consideration drives conversion.