Klaverblad Insurance set out to reach self-employed workers with its disability insurance, focusing on three key sectors: construction, healthcare, and creative services. Each group was targeted with a tailored strategy combining GEO-targeted mobile advertising and Digital Out-of-Home (DOOH) screens to effectively reach the right audience at the right time.
Construction workers
Klaverblad leveraged insights about construction workers, who often reside in suburban areas, begin their workdays early to avoid traffic, and commute to inner cities for their jobs. To align with this schedule, ads were placed on highways and at gas stations during early mornings and afternoons, ensuring visibility during their commute times.
"Just good insurance in the early morning."
Healthcare and creative professionals
For healthcare professionals, Klaverblad used geotargeting to reach them at hospitals and medical facilities during operating hours through mobile apps. Meanwhile, independent creatives were targeted at coworking spaces like WeWork and other popular creative hubs, ensuring the message resonated in their daily environments.
This strategic use of location and timing allowed Klaverblad to connect with self-employed workers in meaningful and relevant ways, showcasing their commitment to providing tailored insurance solutions.
