Bauer Media Outdoor Belgium x Samu Social
The objective was to raise awareness around the reality of homeless children in Brussels and to convert that awareness into measurable action, namely online donations.
The campaign aimed to demonstrate that DOOH can go beyond pure visibility to become an active conversion medium, combining broad urban reach with real time contextualisation and direct call to action mechanics.
The campaign activated 225 digital screens across Brussels (Adshel Live and STIB Live), running from 23 December to 26 January across streets and metro entrances and exits. Dynamic Creative Optimisation (DCO) allowed messaging to adapt automatically to local weather conditions, with visuals and copy adjusting in real time for rain, snow and low temperatures. A live donation counter was integrated directly onto the screens, making every donation visible to passersby as it happened. A QR code allowed immediate donations from the public space itself, without any intermediate steps.
This campaign is a textbook example of what DOOH can achieve when used to its full potential. Rather than treating screens as passive carriers, BMO activated three structural strengths simultaneously: real time contextualisation through weather triggered DCO, social proof through a live donation counter, and direct conversion through an integrated QR code. The result was a medium that did not just inform but actively mobilised and converted.The scale reinforced the message: 93% coverage of the 18 to 54 population in Brussels, over 12 million contacts and a 15 average frequency across 35 days.The results were equally clear, online donations increased by 60% and the total amount raised grew by 20%, an additional €6,000 compared to the same period the previous year. In a charitable context where every euro counts, this proves that DOOH can play a direct role in driving measurable outcomes.