DOOH Driving Masters of Hardcore’s Visibility

Discover how Hide and Seek successfully integrated Digital Out of Home (DOOH) advertising into Masters of Hardcore’s  marketing approach, boosting visibility and engagement for one of the Netherlands’ most prominent hardcore music events.

By strategically showing DOOH ads during a major competing festival, and focusing on key transit locations, the campaign achieved over 154,000 impressions.

Work Work Work Work Work Work Work Work

Read how Digital Out of Home boosted Masters of Hardcore visibility at key transit locations among the core audience.


What strategy
did we follow?

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.

What did we

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.

Key results

Showing our ads on screens in and around Utrecht Central Station.

43 screens

Our ads gained more then 154.000 impressions during the evening and night.

154K impr.

The amount of times the ads were shown on the digital screens.

12K playouts

Impressions generating brand reconising with the core audience.

High visiblity

Looking for a tailored
online strategy?

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!

We always make a tailored plan for each of our clients. With these 4 steps, together we will come up with the right online strategy, in line with your overall objectives.

Getting to know eachother

First, we would like to learn more about your organization, objectives, timeline, and needs. We will explain our services and approach to determine whether there is a match between our organizations. If there is, we can move on to step two.

Account Deepdive

Next, we would like to conduct an account deep dive to gain insights that will help us create a fitting proposal. We will use data to determine the channel mix, messaging, and data and tech needs.

Proposal Presentation

During our (video) meeting, we will present our proposal outlining our suggested online strategy. We will provide you with different scenarios and related fees, and there will be plenty of time for questions.

Let’s start!

After you have reviewed our proposal and selected the scenario that best fits your needs and situation, we can begin working immediately. We look forward to working closely with you to achieve success!


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