Masters of Hardcore is an annual event that takes place in the Brabanthallen in Den Bosch, and is one of the largest hardcore parties in The Netherlands. The event draws a global audience, indicating its widespread appeal and significance within the hardcore music scene. Given the competitive landscape, with several other events vying for the same audience, our strategy needed to be as impactful and targeted as possible.

Recognizing the dedication and enthusiasm of the hardcore music audience, we aimed to capitalize on a strategic opportunity for visibility. We chose the day of a major competing hardcore festival in Utrecht, which is known for having the largest train station in The Netherlands, as the focal point for our campaign. The campaign was based on the understanding that a significant portion of the festival-goers would be using the train for transportation, thereby presenting a prime opportunity for high-impact visibility.

To maximize our reach and engagement, we focused our Digital Out of Home (DOOH) advertising efforts in and around Utrecht Central Station. The ads were strategically placed to capture the attention of festival attendees as they arrived in the evening and again when they were leaving. This approach ensured that our messaging was one of the first and last impressions made on this captive audience during their festival experience.

The campaign led to significant achievements in terms of visibility and audience engagement:

Our DOOH ads were displayed across 43 unique screens in and around Utrecht Central Station, ensuring broad coverage and repeated exposure to attendees traveling to and from the festival.

The campaign generated over 154,000 impressions, indicating a high level of visibility among the target audience. This level of exposure underscores the effectiveness of our strategic placement and timing, aligning our messaging with the audience’s movements and behaviors during a key competitive event.

This case illustrates the power of strategic DOOH advertising in reaching and engaging a highly targeted audience. By leveraging key insights into audience behavior and competitor events, Masters of Hardcore was able to achieve remarkable visibility and make a lasting impression on its target demographic.

Our customers are different every time. Advertisers selling the exact same products can turn out to need a very different approach due to different margins, different secondary USPs, different setups of marketing teams, and different levels of online savviness. That’s why for each customer, but also for each project within the customers’ organisation, we create a custom plan, every time.

First we’ll need to understand the customers’ organisation and the objectives. By making them quantifiable, we will understand what the boundaries are of how to ‘play the online game’. Then we will dive into your data to understand the current situation and look for opportunities. In order to come up with the right (branding) strategy.

We believe that if both sides – the customer and we as the agency – bring their knowledge to the table, we can make the most successful strategies. That is why we need to get to know each other very well, have clear success metrics in place, we need to zoom out regularly, and always keep an open conversation.

Do you think we can help you to get the most out of your online activities? Feel free to drop us a line. Because we are looking forward to getting to know you!