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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!"
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