×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Hey, You in the Pink Top! Look Up Here!

Glaceau Vitaminwater Gets Personal

Published on .

Glaceau

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

It's not surprising that targeted messages are more effective, but what about fully personalized billboard messages?

Glaceau Vitaminwater launched a summer out-of-home campaign with a series of high-profile billboards displaying cheeky messages that specifically referenced individuals in the vicinity and encouraged them to interact. The aim was to show the personality of the brand and differentiate it from the multitude of other water brands on the market.

One digital billboard in London's Piccadilly Circus targeted a man taking a photo with the message: "Hey you in the pink top. Yeah you taking my photo. Say cheeese!"

~ ~ ~
CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.

In this article:
Most Popular