bol and DEPT® help ‘soakers’ enjoy the sunshine faster with AI-driven spring campaign
Bol today launches its new spring campaign: ‘The store that gets you spring-ready instantly’.
While the market has traditionally focused on the ‘planners’ — people who genuinely can’t wait to get started on their home and garden in spring — bol is taking a different approach together with tech and marketing company DEPT®.
The campaign focuses on the ‘soakers’: people who want to get the prep out of the way as quickly as possible so they can soak up the very first rays of sunshine.
From planners to soakers
Traditional spring campaigns often target ‘planners’ who are already active in March. However, strategic insight from DEPT® shows that a significant portion of consumers only ‘wake up’ in April. This group doesn’t want a project — they want fast results. bol responds by positioning itself as the engine behind an effortless transition to outdoor living.
A sunny spring — no flights required
The campaign’s production came with an unusual challenge: filming took place early in the year, while it was still freezing outside — and even snowing.
For this reason, the entire campaign (TVC and OLV) was produced in collaboration with Amsterdam-based virtual production studio ReadySet Studios, directed by Nils Vleugels. AI was used to generate 360° virtual spring backdrops and sun-drenched gardens, creating a convincing summer setting within a controlled studio environment.
Spring-ready from the start
The campaign will roll out broadly across TV, online video, DOOH and social channels.
“We show that with bol, you can simply skip the prep. The use of AI-driven production demonstrates how we use tech to change the rules of a traditional shoot.
”Pol Hoenderboom, Executive Creative Director at DEPT®
