{"id":4426788,"date":"2026-03-30T10:37:27","date_gmt":"2026-03-30T08:37:27","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=4426788"},"modified":"2026-03-30T10:49:41","modified_gmt":"2026-03-30T08:49:41","slug":"bol-dept-spring-campaign-soakers","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-nl\/insight\/bol-dept-spring-campaign-soakers\/","title":{"rendered":"bol and DEPT\u00ae help ‘soakers’ enjoy the sunshine faster with AI-driven spring campaign"},"content":{"rendered":"
\n\t\n\t\t\n\t\t\t<\/mask><\/g><\/svg>\t\t\t\n\t\t\t\tInsights\t\t\t<\/span>\n\t\t<\/div>\n\t<\/div>\n\tbol and DEPT\u00ae help ‘soakers’ enjoy the sunshine faster with AI-driven spring campaign<\/h1>
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\n\t\tIn\u00eas Saraiva\t\t
\n\t\tGlobal Communications & PR Director\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\n\t\t\t\t\tDate\t\t\t\t<\/span>\n\t\t\t\t\n\t\t\t\t\tMarch 30, 2026\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n<\/div>\n\n\n\tBol today launches its new spring campaign: ‘The store that gets you spring-ready instantly’.<\/p>\n\tWhile the market has traditionally focused on the ‘planners’ \u2014 people who genuinely can’t wait to get started on their home and garden in spring \u2014 bol is taking a different approach together with tech and marketing company DEPT\u00ae.

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.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tFrom planners to soakers<\/h2>\n\tTraditional spring campaigns often target ‘planners’ who are already active in March. However, strategic insight from DEPT\u00ae shows that a significant portion of consumers only ‘wake up’ in April. This group doesn’t want a project \u2014 they want fast results. bol responds by positioning itself as the engine behind an effortless transition to outdoor living.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tA sunny spring \u2014 no flights required<\/h2>\n\tThe campaign’s production came with an unusual challenge: filming took place early in the year, while it was still freezing outside \u2014 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\u00b0 virtual spring backdrops and sun-drenched gardens, creating a convincing summer setting within a controlled studio environment.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tSpring-ready from the start<\/h2>\n\tThe campaign will roll out broadly across TV, online video, DOOH and social channels.<\/p><\/div>\n\t\n\t<\/div>\n\n
\n\t\u201c<\/span>\n\tWe 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.<\/p>\t
\n\t\u201d<\/span>\n\n\tPol Hoenderboom, Executive Creative Director at DEPT\u00ae<\/p><\/blockquote>\n\n
\n\tON OUR MIND<\/span><\/h2>\n\tVIEW ALL INSIGHTS<\/a>\n\t\n\t\t\n\t\t\t
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