Executive summary
Proximus, Belgium's largest provider of TV, internet, and mobile services, runs complex always-on campaigns that require constant updates, spanning up to 10 product offers, 2 languages, 2 channels, and 10 ad formats per cycle, each tailored to specific audience segments. Managing this manually meant significant repetitive work and slow deployment. By implementing the Cape Creative Automation solution, Proximus connected their ads directly to live product feeds, automated campaign creation across CM360, DV360, and Meta Ads Manager, and replaced hours of manual production with a single-click publishing workflow, while retaining full creative control.
Challenge
Proximus is Belgium's largest provider for TV, Internet, and mobile phones, spanning up to 10 product offers, 2 languages, 2 channels, and 10 ad formats per cycle, each tailored to specific audience segments.
Managing this manually meant significant repetitive work and slow deployment. Tailoring both their message and product offering to a granular audience setup was key.
Proximus managed complex always-on campaigns across various channels, necessitating frequent updates to creatives and targeting parameters. Each update involved up to 10 product offers spanning 2 languages, 2 channels, and 10 ad formats, each tailored to specific audience segments in the DSP.
While this approach ensures timely and relevant messaging, it also entails significant repetitive work. Proximus wanted to streamline its display, social, and online video advertising processes to accelerate campaign deployment.
They aimed to automate creative production and campaign execution while retaining control for final adjustments, ensuring error-free, on-brand ads seamlessly integrated with Google Marketing Platform and Meta for Business.
solution
With Cape Creative Automation, Proximus has reduced production costs of their creatives as well as replaced hours dedicated to repetitive tasks with quality work.
The dynamic ads now connect to a content source feed, so when they select a product for their ads, the price or promotion and other product specs are automatically rendered. An integrated product selector ensures that this is a clear and easy process.
With feeds that are updated every day, the ads only show in-stock products and up-to-date pricing.
Results
For Proximus, Cape.io has provided a solution in which their campaigns are manageable from a single platform, with automated campaign creation in CM360, DV360, and Meta Ads Manager.
Campaign updates can be planned and published with a single click, while the creative team has gained the freedom to design and tailor each ad manually with full control, based on our elaborate and template-based creative builder.
Proximus
Telco
Headquarters
Brussels, Belgium
Company Size
Enterprise
Teams involved
In-house brand teams
Ad Ops teams
Bram de Lausnay
Marketing Automation and Innovation Manager
Gallery
Campaign assets and creative outputs across channels and markets.
Cape.io solutions used
Our modular solutions can be combined to support every stage of your campaign workflow, from creative production and validation to publishing and delivery.
