September 11 marks the launch of the new national campaign by Primagaz. For the media plan and its implementation Primagaz called on a partnership between Mediaplus, The Trade Desk and data science specialists Mediascale. The decision was made to go for a cross-media campaign with an optimal mix of online and offline channels. A combination of MobilAd’s innovative media network (truckvertising) and radio were used to reach the target group at just the right moment and create a bigger impact.
The online campaign is based on a smart targeting and retargeting model that was set up by the online services of Mediaplus (direct deals and social media) and Mediascale (programmatic buying and data management) in consultation with the client and the creative bureau. The campaign, which promotes the use of propane gas, is targeted at families that are not yet connected to the gas network.