SPA Reine’s Eco-Pack campaign with Ads & Data sets a new benchmark in media innovation by combining linear TV with Addressable TV (Smart AD) to deliver incremental reach and optimize frequency. In a still water category under growing pressure from tap water and price-driven private labels, SPA Reine worked with Ads&Data to reaffirm its leadership by using data to reach more consumers, and to reach them in a smarter way. The campaign built on learnings from the award-winning Cristal case (read more here), and introduced a new layer of sophistication, frequency optimization for light TV viewers, now made possible for the first time in Belgium. The result: a powerful demonstration of how data-driven targeting can amplify both media efficiency and brand impact.

The Challenge & The Plan

SPA Reine needed to support the launch of its sustainable 5L Eco-Pack with a campaign that spoke to upscale families and young adults. However, this audience is notoriously difficult to reach via traditional TV, as they increasingly consume media across digital platforms and watch linear TV less frequently.

The campaign’s challenge was not just to reach these individuals, but to do so efficiently, without overexposing heavy TV users and under-delivering to light viewers, an issue traditional linear buying cannot solve alone.

The brand’s strategic intent was twofold. First, to emotionally reconnect with consumers by highlighting the purity of SPA Reine as a lifelong health ally. Second, to walk the talk of sustainability by offering a more responsible packaging solution. These goals informed the media strategy: attract these audiences through a mix of broad linear reach and precise Smart AD retargeting.

The Execution

Ads & Data, as the joint venture of major telecom providers Telenet and Proximus, provided access to an unparalleled pool of first-party set-top box data, enabling a level of precision in TV buying never before applied in Belgium. Through a two-wave media strategy, Ads & Data moved away from one-size-fits-all planning and toward a data-led, performance-driven model.

The campaign began with a three-week burst of linear TV on the Play channels, chosen for their strong resonance with upscale and younger audiences. This first phase built essential mass awareness, but its deeper function was diagnostic. Using the rich set-top box data available through Ads & Data, the audience was segmented after the flight into two groups: heavy viewers who had seen the ad multiple times, and light viewers who had seen it only once.

This segmentation enabled a high level of intelligence for the second phase. Rather than continuing with broad linear buying, the campaign pivoted entirely to Smart AD, Ads & Data’s addressable TV solution. With this technology, the campaign could precisely exclude viewers who had already been reached and focus efforts on those who hadn’t seen the ad at all or who had seen it only once. The execution was not just about incremental reach, it was about frequency control, something no linear campaign could offer with such granularity.

This was the first time in Belgium that a campaign applied frequency optimization specifically for light TV viewers using Addressable TV. By layering in this second, smarter wave, Ads & Data helped SPA Reine amplify its message without waste ensuring that the media budget went only where it would add value.

Performance & Results

The results speak to the power of combining reach with precision. On the media side, linear TV alone delivered 46% reach within the core target group (adults 25+, social groups 1–4). With Smart AD layered in, total reach climbed to 57%, representing a 23% uplift in net reach. The frequency strategy was equally effective. Smart AD delivered an average of 3.8 OTS to light viewers, who had previously only seen the ad once, demonstrating a clear ability to scale attention without overexposure.

The brand impact was equally strong. An independent study conducted by Ads & Data showed that ad awareness reached 58%, while recognition stood at 40%, both close to or above benchmarks. The campaign earned a high appreciation score of 8.3 (benchmark: 7.7), and was credited with enhancing SPA Reine’s image across key attributes such as quality, ecological responsibility, and value for money. Among non-buyers, brand consideration jumped from 22% to 51%, more than double, and well above industry benchmarks.

This campaign is a case study of how to intelligently combine traditional media scale with data-driven precision. By leveraging Smart AD not just for targeting, but for viewer-level frequency optimization, SPA Reine moved beyond conventional reach metrics to deliver true audience value. As the first campaign in Belgium to apply this level of frequency control in TV advertising, it marks a significant milestone, not just for the brand, but for the media industry at large.

The results were compelling. Total reach in the core 25+ upscale target group grew from 46% through linear alone to 57% once Smart AD was added, a 23% incremental lift. More importantly, frequency among previously underexposed light TV viewers jumped from a single exposure to an average of 3.8, meaning the campaign didn’t just reach more people, but reached them meaningfully.

Beyond media metrics, the brand impact was clear. An independent study conducted by Ads & Data revealed strong ad awareness and high appreciation scores, with a 2.3x increase in brand consideration among non-buyers. This proved that the combination of emotional creative with intelligent media distribution could drive both resonance and results.

In conclusion, this campaign exemplified how Ads & Data’s precision targeting and extensive viewer data can push TV media into the future. It showcased how a classic medium, when enhanced by addressable technology, can meet modern marketing challenges head-on, delivering measurable business value, smarter investment, and deeper brand impact.

Source: egta.com

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