As part of the launch of the OMNIA exhibition by artist Mikael B, the advertiser Kynetic aimed to create strong visibility around the exhibition while driving a measurable increase in interest.

The objective was not only to make the target audience aware of the exhibition, but also to convert that awareness into action in the form of increased website traffic and ticket sales.

Communication objective

The overall goal of the campaign was to generate awareness and interest in Mikael B’s OMNIA exhibition and encourage more people to actively seek information about the exhibition.

Media objective

To achieve this, the campaign focused on classic outdoor parameters:

• High reach
• Repeated exposure (frequency)
• Strong visual impact

The strategy was to meet the audience in their daily movements across the city and create a clear physical presence in the urban environment.

The solution: Railboards at central stations i Copenhagen

The campaign was executed using Railboards at DSB stations across Copenhagen, where thousands of commuters and travellers pass through every day.

The placement at high-traffic stations ensured repeated exposure to the same audience – one of the key strengths of outdoor media. The strong visual presence in the transport environment created immediate awareness and sparked curiosity about the exhibition.

The campaign ran during weeks 4–5 in 2026.

Interaction with digital channels

Alongside the outdoor campaign, performance activities were running on digital channels:

• Meta Ads
• YouTube campaign

Both activities had been active for a longer period and were already operating at a stable baseline before the outdoor activation. This made it possible to clearly identify the impact of the Railboard campaign in the following period.

Outdoor therefore acted as a catalyst, increasing demand and amplifying the effect of the digital channels.

Results

During the campaign period, the impact was clearly reflected in the exhibition’s digital performance:

• Organic search traffic increased by 64%
• Brand-related searches increased by 176%
• Direct website visits increased by 49%
• Ticket sales increased by 169%

The increase in brand-related searches indicates that many people actively sought more information about the exhibition after encountering the campaign in the city.

The case demonstrates how Railboards can create strong visibility in a major city while also driving measurable results on digital platforms.

The campaign clearly shows that outdoor media not only builds awareness but can also activate audiences and drive concrete actions such as website traffic, searches, and ticket sales.

Read more about Railboads or explore OMNIA

Contact

If you have questions about this case or would like to learn more about measuring outdoor and our campaigns, feel free to contact:

Klaus Johansen

Team lead, Insights & Analytics

klaus.johansen@bauermediaoutdoor.com

‍+45 26 31 84 30