HUB launched in the Netherlands with first case for H&M Netherlands

21 december 2023

blowUP media’s innovative division, HUB, brings (D)OOH campaigns to life.  The primeur? A digital, impressive activation with H&M Netherlands at one of the Netherlands’ busiest railway stations, in collaboration with Natwerk.

Interaction through technology and out-of-the-box experiences is becoming increasingly important within (D)OOH. Using blowUP media’s signature Premium Plus media, technological innovation and creative team, HUB creates impactful visual experiences that maximise audience attention and engagement. HUB kicks this off with an eye-catching digital popUP experience at Utrecht Centraal together with H&M Netherlands around the Holiday campaign.

H&M’s Holiday Experience offered a digital and physical interpretation of the ‘Togetherness’ campaign. Imagine an all-encompassing experience where H&M’s garments come to life in a beautiful winter setting. Dancing dresses, sequins surrounding you and an immense shimmering belt in 3D. Visitors to the popUP enveloped themselves in an enchanting digital world, exactly the magic that the festive season unleashes.

Kimberley Gotjé, Media planner H&M Germany & Netherlands: “At H&M, we are always looking for innovative ways to bring our media campaigns to life. The Holiday Experience in Utrecht, which we created together with HUB, really took our campaign to the next level.”

As the busiest station in the Netherlands, Utrecht Centraal is the perfect place for such a popUP, with more than 5,000 people visiting the immersive Holiday Experience. This case again proves that out of home is the most effective offline medium for online activity; enthusiastic visitors shared their experience on social media with which H&M generated earned media with #hmholiday in addition to the activation.

“HUB is a key business unit for creative execution and reflects our ambition to continue to surprise the market with Premium Plus media. H&M’s innovative approach with immersive content, not only provides entertainment, experience and connection, but also adds an extra dimension of impact and value to H&M’s overall campaign. This approach fits seamlessly with global trends within OOH advertising,” said Ernst Vos, CCO blowUP media Group.

With HUB, blowUP media realises brand activations and spectaculars from concept to creation on both digital screens and scaffold banners in the Netherlands and Belgium, in collaboration with partners such as Natwerk.

Watch here the 360º video of the Holiday Experience popUP, which took place from 11 to 17 December.