CEOs with insomnia were served online ads where the actual time was dynamically inserted: “It’s 3:07 am, what’s keeping you awake?”
Digital ads (both online and in Toronto’s PATH) were changed to reflect the days’ current events. For example, the message was “Climate is business” when Greta Thunberg was in Canada. When the COVID-19 pandemic struck mid-campaign, the message was changed to thank all the front line workers for keeping us safe.
Research indicated that business leaders fly substantially more the average person. Our insight was that when they go to the airport they spend their valuable waiting time in the premium lounges and, once there, their first priority is to charge their devices so they can be assured of having them powered up in the air and at their destination. So, in addition to advertising on the video screens in the lounges, we created a never-been-done-before ad unit, the electrical outlet wrap. It is a micro ad unit that delivers its message to the user in a personal one-on-one way as they get close to plug in their device so they can remain always on.
