JCDecaux, a client of BBDO’s Belgium office and “the largest outdoor advertising corporation in the world,” had a problem: their home country’s leading marketing directors very rarely respond to event invitations.
In order to get Belgian marketing leaders to attend a recent presentation on the the effectiveness of outdoor advertising, the agency and client simply posted their names and faces on…you guessed it, outdoor advertising.
As one might guess, the subjects of these placements were both confused and slightly annoyed.
The video case study:
Lightly trolling your target audience is one way to promote your own services.
But would it succeed a second time? And would it be effective for an audience of humorless, overworked American marketing directors?
Of course, our readers already know how important OOH is…
Creative Director: Arnaud Pitz & Sebastien De Valck
Creative Team: Toon Vanpoucke & Morgane Choppinet
Account Supervisor: Isabel Peeters
Account Manager: Marleen Depreter
Advertiser Supervisor: Veerle Colin (JCDecaux)