Reaching the target audience at exactly the right time, in the right place and in the right frame of mind – that’s the Ziggo Dome.

It’s exactly what every advertiser is looking for. With an eye-catching campaign on the Ziggo Dome’s 360° LED display, BOB has managed to tick all these boxes.

A message that has been working for 25 years

BOB is one of the longest-running awareness campaigns in the Netherlands. The concept originated in Belgium in 1995 and was introduced in the Netherlands in 2001 with the now-familiar question: ‘Bob jij of Bob ik?’

The campaign’s strength lies in its simplicity. Anyone going out and drinking alcohol agrees in advance who will stay sober and ensure everyone gets home safely. It’s a clear agreement that has now become deeply ingrained in the collective memory.

There at the decisive moment

Where better to remind people of their responsibilities than in the heart of one of the Netherlands’ biggest nightlife districts? On the Ziggo Dome’s 360° LED display, BOB reaches visitors just as they’re heading out together and deciding who’s going to drive.

The location, the moment and the message align seamlessly. As a result, the campaign is not only highly visible but, above all, relevant. This is precisely where the power of Digital Out of Home lies: giving an engaging message extra meaning by placing it in the right context.

A positive message with a big impact

BOB doesn’t take a finger-wagging approach. Instead, the campaign takes a positive approach to drivers and gives a well-deserved compliment to those who take responsibility.

Going out is fun. Getting home safely together is even more fun.

Great, you’ll be the BOB