Objective

To connect Lufthansa with a high-value audience segment — the Creative Connectors — while reducing unnecessary environmental impact from digital out-of-home advertising. The aim was to maintain reach and audience affinity but lower CO₂ emissions by using smarter data, optimisation and activation strategies.

Solution

The campaign targeted adults over 25 with a strong interest in travel, current affairs and technology. This group actively plans and books trips, making them ideal for Lufthansa’s messaging.

Taptap used location intelligence to segment and identify areas of high audience affinity across Spain. Audience density was dynamically evaluated through the Bid Multiplier, a proprietary signal that estimates how many target users are near each screen at any given time.

The strategy was split into two phases:

1. Baseline activation using a standard fixed frequency across all DOOH screens

2. Sustainable optimisation, activating only those screens with a Bid Multiplier of 40 or above to improve efficiency

Both phases were run in parallel to clearly measure the impact of optimising for sustainability.

Results

The campaign achieved a meaningful reduction in environmental impact without compromising media effectiveness. By focusing activation only on high-density moments and locations, emissions were cut by over two-thirds. This strategy not only demonstrated improved efficiency but also highlighted how data and sustainability goals can align in programmatic campaigns. It proved that advertisers do not have to choose between reach and responsibility, with the right tools, both are possible.