Here's one sneaky way to get the attention of those very busy marketers.
Instead of sending out invitations to draw in CMOs to attend their presentation on “The effectiveness of outdoor”, OOH media company JCDecaux and ad agency BBDO Belgium came up with “Personal Billboards” - just to prove how effective the medium really is.
Without informing the clients, the two agencies displayed pictures of various brand's CMOs along with their contact information on billboards across Belgium.
Here's a look as to what actually happened:
The agency then sent out an email apologising for any scare they might have given the marketers and added that it just wanted the marketers to "experience the effectiveness of outdoor advertising".
According to the video, the campaign proved to be a massive success with all the CMOs featured signing up for the presentation.
A gutsy execution, we say. It sure got our attention.