Expanding a Citizen Consultation -- Beyond Digital

The Belgian Socialist Party (PS) aimed to maximize the reach of its public consultation following the elections. Despite a solid presence on social media, the PS wanted to engage a broader audience, especially citizens less active on digital platforms. The question: how to effectively reach a wider and more inclusive audience beyond traditional political communication channels?

Through the glooh platform, the Belgian Socialist Party developed an innovative #SocialDOOH strategy to extend their digital campaign into the physical world. Deployment of 90+ customized visuals tailored to different Belgian cities, with visual design consistent with the digital campaign's brand identity. Careful selection of screens in locations frequented by diverse audiences, including gyms and local convenience stores.

Focus on places like Basic Fit gyms and local convenience stores to reach both active citizens and seniors -- visibility in spaces where political communication is usually absent. This #SocialDOOH campaign shows how political content can break out of digital bubbles and reach citizens in real-life environments, creating new touchpoints with audiences that would otherwise remain out of reach while encouraging civic engagement.