Expanding a Citizen Consultation – Beyond Digital

 Objectives

• Diversify the campaign’s reach beyond social media

• Connect with audiences typically less receptive to political messaging

• Increase participation rates in the public consultation

• Create visibility in unconventional spaces for a political party

The Solution

Through the glooh platform, the Belgian Socialist Party developed an innovative #SocialDOOH strategy to extend their digital campaign into the physical world.

1. Localized content

• Deployment of 90+ customized visuals, tailored to different Belgian cities

• Visual design consistent with the digital campaign’s brand identity
  

2. Strategic geographic targeting

• Careful selection of screens in locations frequented by diverse audiences

• Focus on places like Basic Fit gyms and local convenience stores to reach both active citizens and seniors

• Visibility in spaces where political communication is usually absent

Conclusion

This DOOH campaign allowed the Belgian Socialist Party to enter a media space usually out of reach for traditional political messaging.

By extending its public consultation beyond social platforms and anchoring it in the everyday physical environment of citizens, the PS succeeded in engaging a more diverse audience.

“We received feedback from participants who mentioned seeing our ads. It allowed us to be present in a space we don’t usually occupy. It was definitely a great first experience,”

— Jean Roobaert, Belgian Socialist Party

This #SocialDOOH campaign shows how political content can break out of digital bubbles and reach citizens in real-life environments. It creates new touchpoints with audiences that would otherwise remain out of reach—while encouraging civic engagement through a seamless bridge between offline and online participation.