Reaching EU expats: Partenamut's precise DOOH targeting in Brussels

Objectives

• Raise awareness about Partenamut's specific expatriate insurance offering

• Drive conversions through a dedicated QR code

• Maximize message impact in strategic areas

• Optimize budget by targeting only the most relevant times and locations

Solution

Using glooh's platform, Partenamut built their campaign strategy around three key elements:

1. Smart location targeting

• Through glooh's planning tool, Partenamut identified and selected 34 strategic screens across 6 key locations

• 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

2. Automated timing optimization

• Using glooh's analytics, Partenamut launched a 27-day campaign targeting peak visibility periods

• The platform's scheduling algorithm optimized display times based on footfall data

• This smart approach delivered over 650,000 targeted impressions to the right audience at the right time

3. Direct content delivery

• Partenamut uploaded their English-language creative directly through the platform

• Simple visual design ensured immediate message understanding

• Integrated QR code tracking enabled easy campaign performance monitoring

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Conclusion

Reaching expatriate audiences can be particularly challenging through traditional online channels, where targeting often relies on unstable cookies and broad demographic assumptions. This campaign demonstrated how combining smart DOOH targeting with physical location insights can effectively boost awareness among this notoriously hard-to-reach audience. By focusing on the spaces where expatriates live and work - specifically Brussels' European Quarter - Partenamut successfully entered their daily environment and consciousness.

The campaign's impressive reach of over 650,000 qualified contacts across 27 days, proved that precise geographical targeting can effectively complement online efforts. This top-of-funnel awareness was crucial: without establishing this initial presence in the expatriate community's daily lives, consideration and eventual conversion would have been significantly harder to achieve.

The results validate a key marketing principle: awareness drives consideration, which in turn enables conversion. By choosing strategic locations where their target audience naturally congregates, Partenamut efficiently built this essential foundation for their expat-focused healthcare offering.

Learn more about how Partenamut leverages the glooh platform for their campaign