Boels Rental
Turning YouTube into a high-impact, pan-European brand stage — with precision, not just presence.
Rentals
B2B
Ambition
Introduction
Boels Rental is one of Europe’s leading equipment and tool rental companies, operating across multiple markets with a reputation for quality, scale and service. Whether it’s construction, infrastructure or events. Boels provides the machines that keep work moving.
In this campaign, the brand wanted to connect with a broader, digitally engaged audience, raising awareness and relevance in a category where rental is often still considered offline-first.
Challenge
The challenge was twofold:
Build consistent, pan-European brand awareness
Do so in a way that respected regional differences in audience and media behaviour
Boels didn’t just want volume, they wanted visibility where it mattered. The brief was clear:
Activate an international campaign with a digital-first approach
Use YouTube not as a generic channel, but as a curated environment
Drive awareness through attention-rich, relevant placements
Precision
Strategy
MFM designed a precision YouTube activation, deployed across six key markets with content tailored to high-fit channels. Rather than scatter ads across the platform, we curated a selection of suitable channels per country, based on audience, content themes, and contextual match.
The activation spanned:
Netherlands (22%)
Belgium (15%)
Germany (31%)
Austria (10%)
Czech Republic (10%)
Slovakia (10%)
Total investment: 100% of the media budget, strategically distributed to match market opportunity, media costs and audience relevance.
This wasn’t a one-size-fits-all YouTube buy, it was intelligent targeting at platform scale.
Media & Channels
We focused entirely on YouTube, but used it as a premium, curated space — not just a reach machine.
Each market received:
A handpicked set of channels with relevant audiences (e.g. DIY, construction, engineering, logistics)
Tailored placement by content relevance and brand safety
Strategic budget allocation reflecting market maturity and campaign potential
This allowed Boels to show up not just on YouTube, but in the right places, to the right people, in the right way.
Expression
Creative Execution
The creative built on Boels’ strong visual identity, bold orange branding, clean product visuals, and a clear “we make your job easier” message.
The spots were designed for maximum clarity in the first 5 seconds, and optimised for skippable formats.
Execution highlights:
Product-led storytelling with local resonance
High-contrast visuals and clear VO/subtitling across markets
Seamless adaptation across language and length variants
YouTube rewarded the campaign with strong view-through rates and brand lift, particularly in markets where category competition was more aggressive.
Impact
Results
Campaign outcomes included:
Strong view-through rates across all six countries, exceeding YouTube norms
Measurable brand uplift in aided awareness (via Google Brand Lift studies in NL & DE)
Consistent cost-efficiency through curated placements, reducing waste
The campaign proved that curation outperforms mass reach, especially when working across multiple regions and brand narratives.
Learnings
This case proved the power of focused media thinking within a global structure. Boels didn’t need more media, they needed more intelligent media.
Key takeaways:
Curation beats coverage: not all YouTube is equal
Regional budget splits and channel selection gave local relevance without losing global consistency
MFM’s platform and expertise gave the Boels team visibility, flexibility and confidence, even across complex, multi-market coordination
More Works
(MFM — 02)
©2025
FAQ
01
How do you work with creative agencies?
02
What kind of media can you plan and buy?
03
What makes your approach different from traditional media buying?
04
Can you help us with strategy, or just activation?
05
How do you charge for your services?
06
In which markets can you buy media?
07
Do you have proven results?
08
Can we use the MFM platform ourselves?
Boels Rental
Turning YouTube into a high-impact, pan-European brand stage — with precision, not just presence.
Rentals
B2B
Ambition
Introduction
Boels Rental is one of Europe’s leading equipment and tool rental companies, operating across multiple markets with a reputation for quality, scale and service. Whether it’s construction, infrastructure or events. Boels provides the machines that keep work moving.
In this campaign, the brand wanted to connect with a broader, digitally engaged audience, raising awareness and relevance in a category where rental is often still considered offline-first.
Challenge
The challenge was twofold:
Build consistent, pan-European brand awareness
Do so in a way that respected regional differences in audience and media behaviour
Boels didn’t just want volume, they wanted visibility where it mattered. The brief was clear:
Activate an international campaign with a digital-first approach
Use YouTube not as a generic channel, but as a curated environment
Drive awareness through attention-rich, relevant placements
Precision
Strategy
MFM designed a precision YouTube activation, deployed across six key markets with content tailored to high-fit channels. Rather than scatter ads across the platform, we curated a selection of suitable channels per country, based on audience, content themes, and contextual match.
The activation spanned:
Netherlands (22%)
Belgium (15%)
Germany (31%)
Austria (10%)
Czech Republic (10%)
Slovakia (10%)
Total investment: 100% of the media budget, strategically distributed to match market opportunity, media costs and audience relevance.
This wasn’t a one-size-fits-all YouTube buy, it was intelligent targeting at platform scale.
Media & Channels
We focused entirely on YouTube, but used it as a premium, curated space — not just a reach machine.
Each market received:
A handpicked set of channels with relevant audiences (e.g. DIY, construction, engineering, logistics)
Tailored placement by content relevance and brand safety
Strategic budget allocation reflecting market maturity and campaign potential
This allowed Boels to show up not just on YouTube, but in the right places, to the right people, in the right way.
Expression
Creative Execution
The creative built on Boels’ strong visual identity, bold orange branding, clean product visuals, and a clear “we make your job easier” message.
The spots were designed for maximum clarity in the first 5 seconds, and optimised for skippable formats.
Execution highlights:
Product-led storytelling with local resonance
High-contrast visuals and clear VO/subtitling across markets
Seamless adaptation across language and length variants
YouTube rewarded the campaign with strong view-through rates and brand lift, particularly in markets where category competition was more aggressive.
Impact
Results
Campaign outcomes included:
Strong view-through rates across all six countries, exceeding YouTube norms
Measurable brand uplift in aided awareness (via Google Brand Lift studies in NL & DE)
Consistent cost-efficiency through curated placements, reducing waste
The campaign proved that curation outperforms mass reach, especially when working across multiple regions and brand narratives.
Learnings
This case proved the power of focused media thinking within a global structure. Boels didn’t need more media, they needed more intelligent media.
Key takeaways:
Curation beats coverage: not all YouTube is equal
Regional budget splits and channel selection gave local relevance without losing global consistency
MFM’s platform and expertise gave the Boels team visibility, flexibility and confidence, even across complex, multi-market coordination
More Works
(MFM — 02)
©2025
FAQ
01
How do you work with creative agencies?
02
What kind of media can you plan and buy?
03
What makes your approach different from traditional media buying?
04
Can you help us with strategy, or just activation?
05
How do you charge for your services?
06
In which markets can you buy media?
07
Do you have proven results?
08
Can we use the MFM platform ourselves?
Boels Rental
Turning YouTube into a high-impact, pan-European brand stage — with precision, not just presence.
Rentals
B2B
Ambition
Introduction
Boels Rental is one of Europe’s leading equipment and tool rental companies, operating across multiple markets with a reputation for quality, scale and service. Whether it’s construction, infrastructure or events. Boels provides the machines that keep work moving.
In this campaign, the brand wanted to connect with a broader, digitally engaged audience, raising awareness and relevance in a category where rental is often still considered offline-first.
Challenge
The challenge was twofold:
Build consistent, pan-European brand awareness
Do so in a way that respected regional differences in audience and media behaviour
Boels didn’t just want volume, they wanted visibility where it mattered. The brief was clear:
Activate an international campaign with a digital-first approach
Use YouTube not as a generic channel, but as a curated environment
Drive awareness through attention-rich, relevant placements
Precision
Strategy
MFM designed a precision YouTube activation, deployed across six key markets with content tailored to high-fit channels. Rather than scatter ads across the platform, we curated a selection of suitable channels per country, based on audience, content themes, and contextual match.
The activation spanned:
Netherlands (22%)
Belgium (15%)
Germany (31%)
Austria (10%)
Czech Republic (10%)
Slovakia (10%)
Total investment: 100% of the media budget, strategically distributed to match market opportunity, media costs and audience relevance.
This wasn’t a one-size-fits-all YouTube buy, it was intelligent targeting at platform scale.
Media & Channels
We focused entirely on YouTube, but used it as a premium, curated space — not just a reach machine.
Each market received:
A handpicked set of channels with relevant audiences (e.g. DIY, construction, engineering, logistics)
Tailored placement by content relevance and brand safety
Strategic budget allocation reflecting market maturity and campaign potential
This allowed Boels to show up not just on YouTube, but in the right places, to the right people, in the right way.
Expression
Creative Execution
The creative built on Boels’ strong visual identity, bold orange branding, clean product visuals, and a clear “we make your job easier” message.
The spots were designed for maximum clarity in the first 5 seconds, and optimised for skippable formats.
Execution highlights:
Product-led storytelling with local resonance
High-contrast visuals and clear VO/subtitling across markets
Seamless adaptation across language and length variants
YouTube rewarded the campaign with strong view-through rates and brand lift, particularly in markets where category competition was more aggressive.
Impact
Results
Campaign outcomes included:
Strong view-through rates across all six countries, exceeding YouTube norms
Measurable brand uplift in aided awareness (via Google Brand Lift studies in NL & DE)
Consistent cost-efficiency through curated placements, reducing waste
The campaign proved that curation outperforms mass reach, especially when working across multiple regions and brand narratives.
Learnings
This case proved the power of focused media thinking within a global structure. Boels didn’t need more media, they needed more intelligent media.
Key takeaways:
Curation beats coverage: not all YouTube is equal
Regional budget splits and channel selection gave local relevance without losing global consistency
MFM’s platform and expertise gave the Boels team visibility, flexibility and confidence, even across complex, multi-market coordination
More Works
©2025
FAQ
How do you work with creative agencies?
What kind of media can you plan and buy?
What makes your approach different from traditional media buying?
Can you help us with strategy, or just activation?
How do you charge for your services?
In which markets can you buy media?
Do you have proven results?
Can we use the MFM platform ourselves?