Deloitte is the world’s fastest growing professional services company.

But their time-poor target market of CMOs, CFOs and CEOs are one of the hardest to reach through traditional advertising media.

We need to find a new way to reach these top executives, in an engaging and unexpected way.

We turned a building into a growing billboard, with a tailored message for the city’s top business people: Grow with Deloitte.

Using a new office building in the centre of the Central Business District, we negotiated the space normally reserved for the builder– the hoarding—so as the building grows so does the strength of the message.

It's a billboard that talks to top executives, quite literally, by rising to their level.

And, when the building reaches completion at 540ft it will be a message the seen by the entire city.

We knew our time-poor target market of CMOs, CFOs and CEOs are one of the hardest to reach through traditional advertising media.

Insight showed that they do respond to brand work in an outdoor medium, but that they don't often spend time in transit or in areas where media is easy to buy.

We needed to reach them where they have the highest dwell time; in their offices.

To create The Brand Building, we needed to find a building that was suitable in the city's central business district.

We managed to negotiate the hoarding on one of Melbourne's newest and largest buildings being constructed in the city's central business district - exactly where our target market would see it.

The creative was developed to create as much cut-through as possible, with a simple 3-word message that could even be read from the furthest reaches of the city.

Grow with Deloitte.

Then once we had built The BrandBuilding we let the builders do the rest. It was brand building, by actually building.

In the 11 months since The BrandBuilding has been under construction the Australian Deloitte business has grown 15%. That's a lot to attribute to just one billboard. But then again, this isn't a billboard.