A SPECIAL BILLBOARD BEE HOTEL

Case study

English

Nederlands

BEE HOTEL - Ocean

Unique game release with HTML5

Unique game release with HTML5 - Ocean

The Hague De Passage a style icon

Digitaal scherm Den Haag De Passage Buiten van Ocean

The Hague De Passage a style icon - Ocean

Ocean SME Support Fund: advertisers tell their stories

Specials

Ocean SME Support Fund: advertisers tell their stories - Ocean

Ocean SME Support Fund - Ocean

The Configurator

Campaign

The Configurator - Ocean

Zij gingen je (al) voor

Cases

When

Where

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In city planning, Utrecht is always looking for a combination of functionality and greening the living environment with care for animals and the climate. That is why they are committed to, among other things, the bees. There are currently more than 70 species of bees in Utrecht, including rare species.
The vacant lot between the A2 motorway and Wolfgang Pauliweg, an approach road for Utrecht-West, is the perfect place for a billboard: an elongated plot that is available, surrounded by a plot that is large enough to also create a flower field. It was therefore not difficult to convince Honey Highway of the idea of creating a billboard that was in line with restoring biodiversity. The emphasis of this project is therefore on sustainability and not on advertising, with education as an extra component and an obligation to social return. All items that are high on the agenda of the Municipality of Utrecht.
With all these mandatory components, it was no easy task to develop a billboard that was sound for urban planning in addition to being sustainable. Based on ideas from SAB from Arnhem, a sustainable and original design has been created. A billboard that fits within a fully-fledged landscape design, in which natural values play an important role. The billboard has a landscape-natural theme.

Restoring biodiversity

Flowers and plants in and around the city are important, because insects and animals get a better habitat&rdquo;

Kees Diepeveen

Just like Utrecht, Ocean Outdoor Nederland wants to create a balance between greenery, colour and modern buildings along the A2 motorway. Together with Honey Highway, the verge has become a nesting place for wild bees, bumblebees and butterflies and the billboard will therefore function as a true hotel for bees and butterflies. The Bijenhotel is a recognisable object that is a new landmark along the A2 motorway.
The billboard has a height of 28 metres and includes a false front with a steel honeycomb structure containing more than 200 nest boxes for bees and butterflies. The nest boxes are made by residents of Utrecht with poor job prospects and are filled with Utrecht pruning wood and FSC chips.
The false front is constructed in such a way that the further up, the more open the front becomes and the top of the honeycomb structure is even completely open. To integrate the billboard into the environment, it was sprayed in a neutral colour. 
On top of the billboard there are two digital screens, each 9 x 12 metres in size. These hang high enough so the bees are not bothered by the light spread by the screens. In addition, the screens are dimmed even further in the evening than is prescribed in the guidelines of the Dutch Foundation for Lighting Technology (NSVV).

A billboard as a hotel: 200 nest boxes

Around the billboard lies a flower meadow of 7000m&sup2; with more than 40 species of native flowers with various flowering times. Naturally, the flower mixture that has been sown is suitable for (wild) bees and other insects. The various flowering times allow the bees to find food near their nest all year round.
The plot is a large flowery landscape that is visible from the motorway as a kind of natural, colourful icon.

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Flowery landscape

&ldquo;This bee hotel with a 7,000 m2 flower field underneath is a special nature-inclusive design that helps protect bees and contributes to biodiversity. I hope this idea inspires Utrecht residents to do something for bees as well. For example, by planting more flowers in the garden or on the balcony, constructing a green roof or by installing a bee hotel.&rdquo;&rdquo;

Partners

Locations

What

In September and October 2019, Ubisoft&rsquo;s HTML5 Ghost Recon Breakpoint (game release) campaign ran on the screens of Ocean Outdoor Nederland. A very fruitful collaboration between Ubisoft (advertiser), AGCS (creative agency) and Ocean. 
For Ubisoft, it was the first time to deploy a campaign on large-format digital screens.
The goal was very clear; Set up a unique campaign, use the latest technology available, reach the right target group in an impressive and relevant way, generate interest and encourage people to buy the new game.

Impressive game release

&ldquo;Ubisoft Netherlands are really excited to be at the forefront of DOOH creative technology and campaigning. We see the combination of HTML5 and DOOH as really important in providing an engaging ad experience and raise awareness among our audience&rdquo;

Milan van Valkenhoef

During the initial talks between Ubisoft and Ocean, the parties extensively discussed the various games from Ubisoft and also the technical possibilities that DOOH offers today. Timeslot planning, dynamic deployment and HTML5 were discussed, among other things. By sharing this information with each other, the ultimate idea came about, after which AGCS was connected to provide the right support on a creative level.

By understanding the essence of the game and, by extension, keeping the target group in mind, it was decided to deploy the campaign during peak hours at locations where this target group is overrepresented. Using the HTML5 connection allowed a dynamic countdown clock to be added to the message. The countdown clock counted down to the moment the game was released, on 22 screens throughout the Netherlands.

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A dynamic countdown clock

Justin Campbell of AGCS not only developed the right assets to make the countdown clock dynamic, but the &ldquo;character&rdquo; of the game also changed every day in such a way that it was exposed a little further each time. As such, maximum use was made of the technological possibilities of HTML5, but the many creative assets of Ubisoft also came into their own.

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Maximum deployment of technological possibilities

&ldquo;Through the combination of different assets and a countdown mechanism, we not only created a dynamic campaign, but we built towards the release of the game!&rdquo;&rdquo;

<ul>
<li>Amsterdam Central Station Double Flow</li>
<li>The Hague Central Station</li>
<li>Rotterdam Central Station</li>
<li>Utrecht Central Station</li>
<li>The Hague De Passage</li>
<li>Enschede de Klanderij</li>
<li>Westfield Mall of the Netherlands</li>
<li>Almere City FC</li>
</ul>
Around the time of the game&rsquo;s release on 4 October 2019 00:00, 12 extra screens with a countdown clock were deployed.

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&ldquo;The countdown was really cool and got a lot of response! Maybe next time, we can put a little more animation in the countdown to put more emphasis on that.&rdquo;

Collaboration between advertiser, creative agency and operator was optimally utilised in this campaign. Because the parties were already talking to each other at a very early stage, it was possible to align options and objectives. The result was a unique creative idea in which relevance and creation merge. It was essential that all parties understood not only each other&rsquo;s strengths, but also the context of the campaign. Relevance, impact, speed and flexibility have been key factors throughout the process.

Relevance and creation merge

Entertainment (formerly Ubi Soft) is a French developer and publisher of computer games. The company has 20 offices in 16 countries. Its head office is located in the French town of Montreuil. The company is the third-largest independent computer game publisher in Europe, the fourth-largest in the United States and the fourth-largest in the world.

Ubisoft

Kinetic specialises in independent Out of Home media advice. They work with the largest team of Out of Home specialists and have been responsible for the Out of Home effort for top advertisers in the Netherlands for many years now. 
Kinetic&rsquo;s experts take care of the planning, purchasing and handling of (digital) OOH campaigns and are aware of all trends and developments in the field of OOH.

Kinetic

Mindshare is a global network of media agencies. With 9,300 people from 86 countries, they not only have different nationalities and cultures, but also a wide range of passions and opinions. Very different, but at the same time strongly connected by the same drive and that is to create the most magical and effective media experiences for brands and people through creation, data, tech and business intelligence.

Mindshare

Location

&ldquo;De Passage&rdquo; in The Hague consists of two parts; the classic Passage and the Nieuwe Passage. At 135 years, the classical part is the oldest shopping arcade in the Netherlands and contains beautiful arcades, glass domes, walkways and carved fa&ccedil;ades. The Nieuwe Passage, which opened in 2014, forms the long-desired direct connection between the Oude Passage and Grote Marktstraat, where the Bijenkorf is located. The building was designed by the eminent architect Bernard Tschumi. His intention was to give the building an open, transparent and light character. Just like the historic Passage, the Nieuwe Passage therefore has a high glass roof and a glass fa&ccedil;ade, but in today&rsquo;s style.

Beautiful arcades, glass domes, walkways and carved façades

ASR Real Estate, the owner of the Passage, has been managing and investing in homes, offices and agricultural land as a real estate asset manager on behalf of its clients for more than 125 years now. No great efforts were required to get ASR excited about the idea of a digital screen. In addition to being a source of income and a communication platform, they saw the arrival of a screen primarily as an opportunity to further enhance the iconic character of the Nieuwe Passage. There was one important condition, though; the open character of the building had to be preserved and the screen had to be fully integrated into the architecture. Not an easy task, when you consider that the place where the screen had to be is made entirely of glass.

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FINALGEVEL

Full integration into the architecture

Design a media screen integrated into the fa&ccedil;ade in such a way that the open character of the fa&ccedil;ade is preserved&rsquo;. With that task, we approached architectural firm UNStudio. Inspired by a project by UNStudio in Zurich, they came up with the concept of the ambient fa&ccedil;ade. By installing LED strips in the frames around the glass, the entire glass fa&ccedil;ade subtly changes colour with the content that can be seen on the screen. By involving the entire fa&ccedil;ade and placing screens on both the inside and the outside, an integrated LED wall of more than 65m2 is created.

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AMBIENT

The concept: the Ambient Façade

To complete the integration into the architecture, the glass fa&ccedil;ade was covered with the dotted pattern that you also find on the outer walls of the Passage. The light from the LED strips reflects on the dotted pattern, creating a beautiful diffused light, while the LED strips themselves are not visible to shoppers.

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MESH

Mesh

The diversity of the content in combination with the futuristic LED fa&ccedil;ade provides an extra dimension to the experience of the visitors of Grote Marktstraat. The aim of ASR &ndash; to strengthen the iconic character of the Passage &ndash; was thus achieved. Because of the careful integration, the municipality of The Hague also agreed with the plan. Thanks to a positive advice from Welstand, an environmental permit was granted that also allows commercial exploitation. Ocean Outdoor can offer its advertisers airtime on a high-quality screen in the busiest shopping street in The Hague. The weekly reach has half a million contacts, who can be sent an impulse just before the moment of purchase.

An extra dimension

&ldquo;The innovative technology used for the spectacle on the fa&ccedil;ade enables us to further shape the ideas of architect Bernard Tschumi. The aim is to position De Passage as a style icon in the city centre of The Hague. The screen is a wonderful result of many years of collaboration between Ocean and a.s.r.!&rdquo;.

Mandy van Dijken – Mouthaan

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We have received many different reactions from advertisers, including that seeing your brand or advertisement on the large-format digital screens in the cities and along motorways creates a positive sentiment and trust among relations, (potential) customers and staff. As a brand, you show you don&rsquo;t stand still, but keep going. Generating exposure and creating impact seems to work!

&nbsp;&ldquo;A great initiative. Fast and flexible response from Ocean and we enjoyed taking part! We forwarded the photo of the shopping centre in Nieuwegein to the model and he posted it, he thought it was great to appear on a billboard that big.&rdquo;

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Roland – IAMTORO

&ldquo;Positive reactions! Employees and customers who thought it was cool we were exposed in this way. In these times, it&rsquo;s nice to bring positive news, which of course this was. It was especially nice to show the world that we don&rsquo;t stand still and continue to do business! Thank you so much for this!!&rdquo;

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Menno de Kok - Vendere Consultancy & Training

&ldquo;Very cool to be able to participate; despite our enormous drop in turnover, it seems as if we&rsquo;ve now been able to pay for an incredibly expensive campaign and that radiates confidence to the consumer.&rdquo;

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Bart Jonker - Mates Gold Rum

&ldquo;Wow!! So cool!! Good and positive reactions from customers, employees, friends and family. Nice and professional to see our logo so large along the road.&rdquo;

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Walter Visser  - M3TCH

What advertisers of the SME Support Fund have often mentioned is that being visible on the digital screens increases traffic to the website. Passers-by are triggered, are curious, search for the website and in some cases, this has even directly led to extra sales and requests. 
The many social media reactions come as a surprise to many advertisers. The campaigns and especially the photos of the campaigns resulted in relevant content for LinkedIn, Facebook, Twitter and Instagram, among others, which not only resulted in extra traffic but also a second wave of exposure.

&rdquo;I really enjoyed taking part! Firstly, it was nice to get to know your company in this way and secondly, it&rsquo;s a great opportunity to create exposure! I&rsquo;ve had a lot of reactions, not so much from people who have passed the billboards/ads, but especially from people who&rsquo;ve seen this online: Instagram, Facebook &amp; LinkedIn We know for sure whether people have seen it! 19,050 people on LinkedIn. That&rsquo;s a lot and many people in the shops and on the street were talking about it!&rdquo;

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Nicolaas Koedam - NØLSON Shirts

&ldquo;We thought it was great to be able to participate in the SME Support Fund. We enjoyed a lot of exposure and we&rsquo;ve received very positive reactions from known and unknown people. Many customers have also taken the time to view our website, because the exposure piqued their interest. They really thought it was great to see and so did we. Our turnover has grown compared to last month and the exposure will certainly have contributed to this. It really has made a wonderful contribution, both in terms of visibility and sales!&rdquo;

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Nienke - Creative Lab Amsterdam

&ldquo;It&rsquo;s great that the Ocean Outdoor SME Support Fund gave us the opportunity to give our new start-up national visibility on a couple of beautiful digital screens along the motorway. It has brought us extra traffic to the website and even extra sales throughout the country. We were offered this from Ocean Outdoor, but we will undoubtedly come back to them at the start of the new sports season (mid-September) for a great campaign! In addition, it has generated a lot of nice, positive &lsquo;wow&rsquo; reactions from our client&egrave;le and friends&rdquo;

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Bas van Beek - Hooghuis Sportservice Sportsokken.nl

The aim of the Ocean SME Support Fund was to give the economy a boost. Through the fund, many SMEs and trade associations have been able to generate a large reach, often resulting in extra sales, new potential customers and, above all, giving customers, relations and staff confidence. The surprising side-effect was the second wave of exposure on social media. The Ocean team enjoyed being able to contribute in this way. The summer of 2020 will be one to remember, many Dutch people will stay in the Netherlands. A unique opportunity to create impact and exposure again.

Application

The Ocean SME Support Fund is only open to SMEs and they must register as a collective;
<ul>
<li>The enterprises have demonstrably suffered damage due to the consequences of the Corona virus;</li>
<li>The enterprises are open for business or may open for business in the short term;</li>
<li>The digital campaigns will be placed in April and May 2020.</li>
</ul>

The rules

Many have preceded you! More than 100 SMEs and trade associations have currently registered to make use of the Ocean SME Support Fund. There is still space on our digital screens and billboards, so don&rsquo;t wait and sign up via <a href="mailto:marketing@oceanoutdoor.nl">marketing@oceanoutdoor.nl</a>!

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Register now!

&ldquo;The aim of the Ocean SME Support Fund is to keep the economy running or to get it going again. And businesses respond to it very well and make grateful use of it. From the Horeca Nederland (Dutch trade association for the hotel and catering industry) to Fonds Gehandicaptensport (a fund for disabled sports). From Madurodam to the Mauritshuis. From a franchise of local chip shops to a group of social enterprises. From the VEA (advertising agencies) to Retail Netherlands. First of all, we hope to set a good example, that more enterprises will realise we can and should help each other. And second, that the enterprises we help now become ambassadors to spread this story.&rdquo;

Meindert van den Heuvel

For questions, please contact Marlies Smits

More information

Release

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&ldquo;You couldn&rsquo;t ignore the new Audi A1 on this gigantic screen. And it&rsquo;s great that passers-by could also configure the A1 to their liking via their mobile phone, live. So you suddenly see your favourite Audi A1 in 3D in front of you, life-size, on a 40-m2 screen!&rdquo;

Sabine Romkes

Please feel free to contact our expert Sales support department.