The two events appealed to the audience's key characteristics through a spontaneous “destination” night out with friends. J&B was the coolest party in town. The media strategy reinforced this spontaneity and exclusivity, leveraging the sheer scale of the media. Billboard messaging was for those “in the know”, prompting the proven inquisitive streak of the target.The ability to “move” both events around Spain further supported the delivery of a “unique” night out.

J&B is now recognised as the expert brand in “night matters” (30% to 50% over 2004). The brand and its “Nightology” campaign are now seen as trendsetters, with the outdoor ads contributing to this notoriety (46%-63%).