The objective of the DOOH campaign was to enhance awareness at Amsterdam Central and incentivise individuals to opt for train travel to Utrecht. Its primary aim was to reiterate to passengers that Utrecht was easily accessible with just a brief journey. The campaign’s communication explicit and focused on emphasising the close proximity of Utrecht to Amsterdam. Notably, through our synchronised efforts, we successfully retargeted multiple times a substantial portion of the audience exposed to our advertisements. This strategic approach amplified the campaign’s impact, reinforcing the message of accessible transportation between the two cities and with that motivating to visit Utrecht!