DOOH strengthens Pilke Daycare Centres’ digital marketing strategy and long-term brand building
“Pilke Daycare Centres has achieved excellent results by combining digital out-of-home advertising with targeted digital advertising. Out-of-home reaches the target audience in the middle of their everyday routines in a way that is hard to ignore. It strengthens brand perception and is particularly effective for local activation.”
Customer: Pilke Daycare Centers
Media planning: Grapevine
Target Audience: Families with Children
Media formats: Store Digital, selected street-level and shopping centre advertising displays
Campaign period: Multiple campaign periods
Pilke Daycare Centres’ multichannel media strategy brings together digital out-of-home advertising (DOOH), programmatic digital out-of-home (pDOOH), social media and display advertising into one seamless, high-performing media mix. To stay consistently top of mind, Pilke Daycare Centres ran several out-of-home campaigns in 2025, with plans to continue the successful strategy this year
The creative assets were designed to work consistently across channels, increasing brand recognition and improving reach among the target audience. The strategy and planning have been led by Pilke Daycare Centres’ full-service marketing partner, Grapevine.
“Out-of-home advertising is a key part of Pilke Daycare Centres’ media strategy. It works extremely well alongside other digital advertising, creating continuous visibility and building trust in the brand”, says Jussi Saunamäki, Director of Data-Driven Marketing at Grapevine.
The results speak for themselves
Targeted advertising at the right moments helps drive conversions and increase interest during campaign weeks. However, regular visibility in the urban environment does not only deliver short-term results — it also builds brand awareness over the long term.
“Regionally, we have seen significant increases in website traffic, for example. At their best, direct enquiries about daycare places have even doubled during our campaigns. This shows that well-executed out-of-home advertising and precisely targeted digital advertising support each other effectively — and that the approach genuinely works.”
Combining traditional and programmatic buying
Pilke Daycare Centres’ campaigns have made agile use of both traditional and programmatic media buying. With traditional buying, Bauer Media Outdoor’s experts provide tailored support from planning through to execution. Programmatic buying, in turn, enables more dynamic use of the media budget, as budgets can be adjusted and optimised very quickly.
”Traditional buying is well suited to building awareness and dominating strategically important locations. Programmatic buying brings flexibility and precision: we can react quickly, target advertising by time of day and audience, and use data to integrate out-of-home advertising into the digital customer journey."
Out-of-home reaches the desired target audience effectively and precisely
The campaigns have used Bauer Media Outdoor’s Retail DOOH network in shopping centres and S Group grocery stores. Retail DOOH is a genuinely powerful mass medium, reaching 98% of Finns every week (Kantar Mind 2025). For the campaigns, areas and advertising displays were carefully selected to reach families with children especially effectively.
”Out-of-home reaches the target audience in the middle of their everyday routines in a way that is hard to ignore. It strengthens brand perception and is particularly effective for local activation. When we connect the same message with digital channels, we create a multichannel impact that guides customers towards the website and making contact.”