Narrowcasting contentplanning for VodafoneZiggo

VodafoneZiggo is a Dutch company that provides landline, mobile and integrated communication- and entertainment services to consumers and companies. The department Retail Marketing is among other things involved in the daily content that is shown to customers in and around the shop.

The situation: new hardware for VodafoneZiggo

In 2009 DooH got off to a flying start acquiring VodafoneZiggo as their customer. Now, over ten years later, mutual contact still takes place on a daily basis and DooH moves along with the growth and development of VodafoneZiggo’s so called Global Shop Concept. Next to providing support concerning hardware the companies soon agreed on a joint cooperation regarding narrowcasting contentplanning in all Dutch shops.

The challenge: channel management on 700 screens

Shops and shop windows of Vodafone and Ziggo are equipped with screens that show content. These 700 screens serve different purposes and show content throughout the day, among which the supply on offer, latest information or television commercials. It is important that the right content is shown on the right screen, at the right moment and during the right period of time.

Since the work of the Retail Marketing department is dynamic, a lot of urgent requests have to be implemented. The price of a product might change, or a campaign in progress has to be replaced on the screens because of a change in special offers.

The solution: a partner in content

Weekly, monthly and long-term campaigns are planned by DooH via the CMS software. A planning is created for every shop which ensures that each screen always shows the correct content.
Even the most complicated channel management offers no problems for DooH. The Vodafone and Ziggo shop in Utrecht Hoog Catharijne for example, contains a large number of screens which are all exceptions to the standard. Since DooH monitors the campaign planning, VodafoneZiggo has no need to worry.

The cooperation: a dedicated contact person

We appreciate having a dedicated contactperson at DooH. I can always contact them, also with our many rush orders. Even when we call on a Friday afternoon at 5pm a quick adjustment can be made. When I contact them the DooH team makes all the necessary changes and has the content online within 15 minutes! Iris Markus (Marketing communications specialist at VodafoneZiggo)