Sentry
How do you launch a brand into a new international market and make developers across an entire continent take notice?
Sentry is a developer-first application monitoring platform used by 4.5 million developers across the globe to detect, diagnose, and resolve software issues in real time.
About the Client
Industry
DevOps & Engineering Tools
Campaign Type
DACH Region Brand Awareness Campaign
Timeline
1 Month
The challenge
EU data residency removed the last obstacle standing between Sentry and full European adoption. Now they needed to make some noise.
Before recommending a single placement, VMG got deep on the market. We studied the European developer landscape, mapped Sentry's target audience across the DACH region, analyzed where developer communities were most concentrated, and identified the moments during which they would be most receptive to a brand message. The data pointed to Berlin. Two of Europe's largest developer conferences were about to put tens of thousands of developers in one city.
The approach
With Droidcon Berlin and WeAreDevelopers World Congress taking place back to back in July, Berlin represented a rare opportunity to reach a highly concentrated audience of exactly the right people at exactly the right time. VMG designed the entire OOH campaign around those two windows.
Executing in Berlin in July presented its own challenges. Inventory across the city was highly competitive due to the UEFA Championship running concurrently, making vendor relationships and market knowledge critical to securing the right placements at the right value. VMG worked with local vendor partners on the ground to navigate the market and lock in a premium mix of formats before availability dried up. The campaign was designed to layer in formats and locations to ensure Sentry's message would be unavoidable — from the moment developers landed at Berlin Brandenburg Airport to the streets surrounding the conference venues, the transit networks moving them through the city, and the office corridors where Berlin's tech community worked. The strategy wasn't about broad market coverage. It was about precision presence during the weeks that mattered most.
The Results
The numbers told one story. The broader impact told another. A single, precisely executed 28 day OOH campaign in one city drove measurable lifts across organic traffic, branded search, and qualified pipeline — while setting a new benchmark for how Sentry shows up in international markets.
Why this Worked
Authenticity and precision are more powerful than reach alone
The best OOH campaigns don't just generate impressions. They create moments. By concentrating Sentry's presence in Berlin during two of Europe's most important developer conferences, VMG ensured that every placement was seen by someone who mattered. Developers didn't just see Sentry's message on a billboard. They saw it at the airport when they landed, on the train on the way to the venue, outside the building where the conference was happening, and on their way back to the hotel. That kind of surround sound presence doesn't just build awareness. It builds conviction.
"Kora didn’t just give us a strategy—they helped us become a more strategic company. They identified three fundamental issues that we’d been blind to for years. Two years later, we’re at $52M and just closed our Series B."
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