This time we present you with a campaign from Channel4 created by a talented people of Super natural agency in London. It is aimed at the audience for the new Hunted show and is expected to be seen by every Londoner 33 times on average.
How it works?
The campaign targets Londoners with tips on how to evade UK surveillance by delivering a high number of contextual messages across a large volume of ad spaces throughout the city and online. The cross-platform, dynamic campaign uses genre-based keyword re-targeting across a programmatic network of potentially 4,000 websites.
Utilising a tip-based messaging format, the ads take inspiration from the question, “is it ever possible to slip through the net in a surveillance nation?”.
For example, gaming websites will state ‘pause is not an option’, visitors to finance web sites will read ‘forget your savings. All your card purchases leave a trail’ and ads on sport related sites will tell readers that ‘The only one on your side is you’.
Geo-targeted ads will serve location specific information to people browsing the internet on their phones – e.g. a person in or around Liverpool Street train station will see an ad stating ‘Liverpool Street is the first place they’ll look for you’ and commuters using Victoria station will be told ‘Victoria is not a station, it’s a trap.’
The strategy used in this campaign is not anything new. However this is a great example of how effective retargeting and geo-targeting can be. The campaign has been implanted at a very high standard and has a nice connection between online and offline advertising. Well done, Super natural!