Objective Campaign :
BRU wished to reposition their product with a real back to the source. They managed this by focusing on the essential dimension of it's sparkling water: the water that springs naturally sparkling from the earth.
Media Characteristics :
Eight meters high, the BRU bottle was displayed on the More O'Ferrall billboards, strategically situated in Brussels. The campaign was also visible on 16m2 and 36m2 in all major urban centers of Belgium and on 4 I-CONIC screens in Brussels (Delta, Van Praet, De Brouckière and Charles Quint). A selection of JC Decaux street furniture was transformed in an out-of-the-box communication to improve the impact of the campaign.
Reason best Practice :
"The choice of OOH as a medium came naturally. Thanks to this medium, the campaigns of BRU could have been demonstrated in a visual and impactful way. The large formats create an emotional respons with the consumer. The prestigious Grand Effie Award the campaign has won is only one illustration of the success of this approach." as explained by Charlotte Giroud, Sr Brand Manager BRU.