With this campaign, we wanted to promote our annual presentations about the possibilities of outdoor. But our target, Belgium biggest marketing directors, are very busy people. So we had to find a way to really grab their attention so they were motivated to come to the presentation.

As they don’t have the time to listen, we wanted marketing directors to experience for themselves how effective outdoor is. Without their permission, we put a photo of each marketing director on a single billboard along with their name and an email address of JCDecaux. Then we waited for reaction, so they could tell us themselves how effective outdoor still is. They reacted how we wanted: confused, shocked and a little annoyed that people contacted them to know what the purpose was. We responded with an email apologizing for any inconvenience: “we wanted you to experience the effectiveness of outdoor advertising. As you got so many reactions from only one single billboard. Imagine what our entire network could do for your brand!”. We invited them to signup for our presentation. Why wouldn’t they free up some of their time now? After all, they experienced the effectiveness of outdoor for themselves.

Every single one of them booked a presentation, and we reached a response of 100%.