Culture
City museum draws more visitors than expected in its first month
More than forty thousand people have already come to see the recovered paintings, so the museum is staying open until ten at weekends.
Thinking ahead
starts today.
For BMW
A tactical campaign for the X1 Plug-in Hybrid, live in September on DPG Media’s sites and via Criteo. Short, fast and with three messages. So we built one template first. The seven banners came afterwards.
- Client
- BMW
- Commissioned by
- House of Communication
- Year
- 2026
- Channels
- DPG Media and Criteo
- Services
Approach
One template, seven banners. A tactical campaign has to be ready quickly and mustn’t get sloppy anywhere. The basis is one master that reads the format and works out the logo, the margins, the button and the disclaimer drawer by itself. After that, every banner is an adaptation: different image, different headline, same rules.
7banners from one template
3messages: configure, benefit-in-kind (bijtelling) and test drive
2channels: DPG Media and Criteo
20formats the button already knows
Display · DPG Media
Two messages, one layout.
On DPG Media’s sites, two messages ran side by side. One asks you to configure the X1, the other works out what it costs: from €361 net benefit-in-kind per month. Image, headline and button differ. Where the logo sits, how the button comes in and where the drawer is: that stays the same everywhere.
Consideration · two messages in two formats, at actual size
Display · Criteo
Four frames to the test drive.
Anyone who had already looked at the X1 got the whole story via Criteo: thinking ahead, the benefit-in-kind, two powertrains and this year’s offer. Four frames, one button: Request a test drive. The template counts the images itself and, when there are four, gives each frame a little longer.
dagkoerier · mock-up
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De Dagkoerier
Tuesday 22 September 2026
Just inNationalWorldBusinessTechSportCultureWeather
National
Station gets covered parking for 3,000 bikes
Advertisement
Business
Graduates find a first job more easily than last year
Community bus now runs on Sundays too
Regional · 2 hours ago
How morning mist forms over the polder
Weather · 4 hours ago
Desktop · 336×280 and 300×600
9:41
De Dagkoerier
Sport
Amateur club beats league leaders on penalties
Advertisement
The home side fell behind twice but fought back in the closing stages.
Mobile300×250 in the article
Templates · Adaptation
The g doesn’t count.
In Configure now the g hangs below the line, in Discover more nothing does. Work out the button from the height of the text and one button ends up 26 pixels tall, the other 21. In the same campaign. So the button first measures the cap height, the height of the capital letters, and works out its padding from that. In the 336×280 every button is 31 pixels tall, whatever it says. Only the width follows the text.
What the button does, the whole template does: read the format and do the maths itself. The logo is 40 pixels from a height of 150 pixels up and smaller below that; the margin is half the logo. And because headline, image and button are separate layers, a feed can fill them just as well. That’s the step to dynamic.
| Label | viewBox | Cap height | Button |
|---|---|---|---|
| Configure now | 83.02 × 11.80 | 9.29 | 115 × 31 |
| Discover more | 73.99 × 9.45 | 9.24 | 106 × 31 |
| Request a quote | 104.01 × 11.80 | 9.29 | 136 × 31 |
| Request a test drive | 106.72 × 11.80 | 9.29 | 139 × 31 |
Four labels in the 336×280, at actual size
Configure now in eight formats, at actual size. Never taller than 30 per cent of the banner, never shorter than 18 pixels.
Button study · live, on the class from the banners · hover for the second colourlive, on the class from the banners; with a mouse you see the second colour
- image
- margin, half the logo
- headline
- logo
- button
- disclaimer drawer
Diagram · three formats from the campaign and three that are already waiting, drawn with the template’s measurements
Consideration4
Configure and benefit-in-kind, each in two formats. For DPG Media.
Conversion3
Four frames to the test drive, with a centred layout for the 300×600. Via Criteo.
Template1
Reads the format and works out the logo, margins, button and drawer by itself. With a landscape layout for leaderboards.
Disclaimer drawer
Consumption, CO₂ and the benefit-in-kind behind one tab, so the small print doesn’t crowd out the photo.
Button study
Four labels and eight formats side by side, with the measurements alongside. You check a new label here before it goes into a banner.
The set
Ready for the next variant.
Seven HTML5 banners for two channels, all from the same master. So a new message, an extra format or a feed behind it is hours of adaptation, not a new production.
- Client
- BMW
- Commissioned by
- House of Communication
- Template, animation and HTML5
- BannerBazen
- Photography
- BMW
The news site is a mock-up: De Dagkoerier and the articles are made up. The buttons run live on the class from the banners. The enlarged button and the diagram are drawn with the measurements that the class and the template work out themselves. Campaign imagery © BMW.
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