Driving brand awareness with OOH campaigns

Campaign's challenge

DeepL is a German AI company specialising in neural machine translation, offering advanced AI-powered tools for written and spoken language. 

To strengthen its presence in the Dutch market, the brand wished to launch an OOH campaign in Amsterdam, designed to boost brand awareness among its core target audience of 25–45 year olds.

JCDecaux Netherlands supported the brand in evaluating the impact of this campaign, and provided recommendations to optimise visuals and messaging for future campaigns.

Campaign's strategy

DeepL ran its campaign over a four-week period in spring 2025 across different areas of Amsterdam and its suburbs. The campaign included 4 different static and video creatives, displayed on a total of 315 digital frames and 650 print frames.

The JCDecaux Netherlands team conducted fieldwork using the online research tool Attest to assess the full impact of the campaign among 300 respondents who had visited Amsterdam. Survey results were enriched with a local benchmark, built from over 280 DOOH campaigns, enabling comparison of DeepL’s campaign performance in terms of brand awareness, campaign recognition, product and brand attribution, as well as overall campaign likability.

Campaign's results

The campaign successfully reached its main objective of increasing brand awareness, which is significantly stronger among the exposed group, with a +16-point uplift over the non-exposed. 

Consumers exposed to the campaign are twice as likely to use DeepL, reaching 18% of respondents, while most still rely on popular online tools.  Beyond usage, the campaign also generated stronger interest in the brand and a higher intention to visit the website, both well above benchmark performance. Overall, the results confirm the effectiveness of the OOH exposure. 

JCDecaux Netherlands recommended that future campaigns further enhance DeepL’s brand visibility within creatives and highlight its added value to reinforce awareness and preference.