Objective Campaign :
In its latest campaign, BRU® underlines the importance of drinking locally and highlights the proximity of its source through an original national OOH campaign. Depending on the city, the billboards display a specific creation showing the distance to the naturally sparkling water source. The objective? To remind each consumer that they are never very far from the BRU® spring.
Media Characteristics :
The campaign can be seen on 16m² and 36m² billboards in urban centres and large Belgian cities, and on the 4 I-CONIC screens in Brussels (Delta, Van Praet, De Brouckère and Charles V). In addition to this massive national coverage, five strategically selected locations in Brussels, Antwerp and Liège are unveiling the giant 2D cut-out of the bottle for even more impact.
Reason best Practice :
"By responding to a strong current trend in society with the rise of the "Eat Local" movement, BRU® is the very first brand to make Belgians aware of the need to drink locally", explains Charlotte Giroud, Marketing Manager at BRU®. "In fact, we are sending a very clear message to consumers: as a local natural mineral water, BRU® does not export its water far from its source. With this campaign, we want to invite Belgians to consume locally, when it comes to the choice of water as well", continues Charlotte Giroud.
And the brand perfectly plays with the proximity offered by OOH to underlines its local origin.
The result? Very high recognition score (Cobra results).