Wolf BKK Turns Billboards Into Direct Messages With MJ Master Journey’s ‘One Eyeball Billboard’
Marketing agency Wolf BKK launched a creative campaign for MJ Master Journey that used targeted billboards placed along the daily commutes of specific CEOs. By addressing decision-makers by name, the agency turned mass-market advertising into a personalized direct-message experience.
Why it matters
The campaign highlights a shift in advertising strategy, demonstrating how traditional 'out-of-home' media can be used for hyper-targeted B2B lead generation.
“There’s one request every media agency has heard countless times: ‘Can we get one big billboard in front of the office? And another one on our boss’s way home?’ We realized there was a real insight hiding inside that joke,” said a representative from Wolf BKK.
MJ Master Journey took that request seriously and turned it into a media plan. Using publicly available workplace and business location information, the team identified the likely routes between the homes and workplaces of nine CEOs, founders and decision-makers from brands MJ wanted to work with. It then selected a billboard along each person’s journey. The copy felt like a message from someone who knew them: “Peach, since you pass this billboard every day, wanna put your brand on it?” or “Pong, this billboard is still available. Should we save it for you?” among others.
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