CNV Horeca works for you!

The Game Plan

The tension translated into a campaign that is recognizable and confronting, but also offers perspective. No union jargon. Instead, a message that resonates and sticks. We started at the foundation: creation. After seeing the existing CNV communications, we proposed a new content shoot. We saw room for more impact and more of a “this is about me” feeling. Quick turnaround: within one week, we delivered a photo shoot, including new creatives and sharper copy.

Next, we'll use Smart Location Targeting to reach the target audience based on offline behavior. We built audiences around patterns that are typical for restaurant staff (and NOT for customers):

• Present in hospitality clusters, combined with student neighborhoods and colleges (focus on young hospitality staff)
• Multiple times a week at the same locations
• Present before opening hours or after closing hours

The target audiences we built up were exported to the Meta Suite of CNV. This allowed CNV to run campaigns in the right place, with the right people - with minimal noise from visitors. In addition, we activated DOOH screens around catering locations throughout the country.

Later in the campaign, we added Horecava visitors by capturing everyone during the event days. We also exported this target group to Meta, so CNV could follow up with exactly the people who are passionate about hospitality. During Horecava, we were also visible with tactical DOOH around the routes leading to the trade show. Offline visibility was thus followed up with online retargeting via Meta.