Mora

To launch Mora’s new snack, co-created with Belgian personality Bockie De Repper, we developed an Out of Home (OOH) strategy that combined iconic visibility with hyperlocal proximity, positioning Mora as a leading Dutch FMCG brand.

The campaign was built around a simple challenge: create awareness for a product that was only available in a limited number of ‘frituren’ (Belgian Fry houses) across Flanders. Rather than relying on broad national coverage, we focused on reaching consumers at key moments throughout their daily journeys and driving them towards nearby points of sale.

At the heart of the campaign stood two fully branded Elevator Walls in the iconic atrium of Antwerp Central Station, delivering unavoidable impact in one of Belgium’s busiest transport hubs. In Ghent, the campaign extended its visual dominance through a full takeover of the glass waiting shelters on the station platforms, creating another striking brand presence in a high-traffic environment.

To translate awareness into action, these iconic placements were complemented by a network of approximately 150 strategically selected paper CLPs. Each location was positioned within a 500-metre radius of participating ‘frituren’, ensuring the campaign remained closely connected to purchase opportunities.

The result was a powerful combination of fame and proximity: high-impact executions in landmark locations that generated mass awareness, reinforced by targeted local visibility that guided consumers directly towards the points of sale. A perfect blend of creativity, contextual relevance and conversion-driven Out-of-Home communication.