THE BRIEF:
TMI wants to run a campaign around the DBA Act through bannering. This campaign focuses on ZZP’er & secondment in the care sector with a Niche target group being care workers in hospitals, childcare, pharmacists and ambulance staff. The aim of the campaign was to inform and raise awareness of these regulations.

THE STRATEGY
We initially researched the Healthcare Professionals target group. This consists of about 1.4 million professionals in the Netherlands (of which about 15% are on a self-employed basis), is predominantly female (85%) and spread across almost all ages (three quarters are under 55 though).

On this basis, we put together the plan. Around Game Inventory was chosen. This is because this target group falls primarily under Casual Gamers and is slightly older on average. We will use two targeting strategies; (1) Based on the demographics, we will compile a list of games and (2) we have a data segment Healthcare Professionals that we can overlay over the games.