Overview

To build awareness and consideration among senior business decision-makers, Deel partnered with billups to activate a multi-market Out-of-Home campaign surrounding major global business conferences.

Running across North America and EMEA, the strategy focused on reaching executive audiences at high-intent moments when they were traveling, networking, and actively engaging in business conversations. By leveraging airports, premium transport hubs, financial districts, and bespoke high-impact formats, the campaign embedded Deel into the environments where global commerce happens.

Rather than relying solely on digital channels, Deel invested in physical-world presence to create credibility, scale, and memorability among C-suite and senior leadership audiences during peak business moments.

The result – Deel achieved significant over-delivery, incremental media value, and sustained brand presence across nine global markets, reinforcing awareness and consideration when business decisions are most actively being shaped.

The Challenge

Global business conferences create concentrated windows of opportunity, but also intense competition for attention.

Deel needed to:

• Reach senior decision-makers across multiple international markets
  
• Break through in environments saturated with fintech and HR tech messaging
  
• Establish credibility and scale during key global business events
  
• Deliver measurable performance and added value
  

The objective was not just visibility it was contextual relevance at moments of arrival, movement, and executive engagement.

The Solution

billups designed a conference-centric OOH strategy focused on high-impact, high-dwell environments across North America and EMEA.

The plan prioritized:

• Airport media targeting inbound conference attendees
  
• Premium transport hubs and financial districts
  
• Large-format, high-impact placements near event venues
  
• Sustained presence across nine key global markets
  

By surrounding conferences geographically and temporally, the campaign ensured Deel was visible at the precise moments when business leaders were most receptive.

The Execution

The campaign rolled out across nine global markets, activating premium OOH inventory aligned to major business conferences.

Airport placements captured executives upon arrival. Transport and financial district media reinforced presence during daily movement. High-impact formats created dominant visibility in proximity to conference venues and networking hotspots.

This coordinated, multi-market execution ensured Deel maintained a consistent, credible presence throughout peak business cycles.

Campaign details:
Brand: Deel
Channel: Out-of-Home
Region: North America & EMEA
Markets: Nine global markets aligned to major conferences

The Results

The campaign delivered strong performance and incremental value across all markets:

• 23.6M delivered impressions
  
• +33% over-delivery
  
• +30% incremental media value
  
• 5.86M additional impressions generated through optimization and added inventory
  
  By aligning OOH strategy with global business conferences, Deel successfully strengthened brand presence at moments of peak business relevance, demonstrating the power of context-driven, executive-focused OOH.