Overview

To drive awareness among senior business decision-makers, Deel partnered with billups to execute a multi-market Out-of-Home campaign aligned with major global business conferences.

Spanning the US, Canada, and key European markets including Germany, France, the Netherlands, and Portugal, the campaign targeted high-impact arrival points, transport hubs, financial districts, and conference-adjacent environments. The strategy focused on reaching executives at moments of heightened business intent: when they were traveling, networking, and engaging in critical industry conversations.

By embedding the brand into real-world environments surrounding major conferences, Deel established a strong, credible presence across North America and EMEA during peak business periods.

The result – The campaign delivered global scale with consistent over-delivery, generating incremental value and reinforcing Deel’s presence across the US, Canada, and EMEA at moments of peak relevance.

The Challenge

Business conferences create concentrated windows of opportunity to reach decision-makers — but they also bring intense competitive noise.

Deel needed to:

• Reach senior business leaders across multiple international markets
  
• Establish credibility in highly competitive B2B environments
  
• Maintain consistency across regions while scaling efficiently
  
• Maximize value and performance across complex multi-market activations
  

The goal was to ensure Deel was visible at high-dwell, high-attention environments when executives were most receptive to enterprise solutions.

The Solution

billups developed a conference-aligned OOH strategy built for scale.

The approach focused on:

• High-impact airport placements capturing inbound business travelers
  
• Transport hubs and commuter corridors with high executive footfall
  
• Financial districts and conference-adjacent locations
  
• Multi-market coordination across North America and EMEA

By strategically surrounding conference ecosystems, the campaign ensured Deel maintained sustained visibility throughout arrival, transit, and engagement moments.

The Execution

The campaign activated premium OOH inventory across the US, Canada, Germany, France, the Netherlands, and Portugal.

Large-format digital placements in high-traffic airports and transport hubs delivered a dominant creative presence. Conference-adjacent placements reinforced messaging during peak event days, while financial district media ensured continued exposure beyond event venues.

The coordinated rollout delivered consistent scale across markets, with strategic trading and placement extensions driving additional value.

Campaign details:
Brand: Deel
Channel: Out-of-Home
Region: US, Canada & EMEA
Markets: US, Canada, Germany, France, the Netherlands, Portugal

The Results

The campaign achieved strong multi-market performance:

• 69.5M total impressions delivered
  
• +12% impressions over delivery
  
• 8.07M bonus impressions generated beyond contracted commitments
  
• $142.1K added media value
  

Through strategic negotiations, extended placements, and optimized execution, Deel maximized efficiency while reinforcing brand presence in high-impact business environments worldwide.