Billboards are built to be seen by everyone. So what happens when only one person truly needs to see one?

Wolf BBK worked out the answer for MJ (Master Journey), a Journey-based OOH specialist. The partners launched the One Eyeball Billboard.

“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 realised there was a real insight hiding inside that joke,” stated 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 many others.

The billboards were designed to travel beyond the street. By calling decision-makers out by name, they became messages their own team members wanted to photograph and send straight into media and marketing team chats, putting MJ not only in their conversations, but hopefully on their next brief.

The campaign not only showed MJ’s ability to understand people’s journeys. For the wider marketing industry, the campaign demonstrated that OOH can do more than reach a large audience. It can find the right person and deliver the right message in exactly the right place.

More than a launch campaign, One Eyeball Billboard became MJ’s first business case in public. It proved that mass media does not have to stay mass. Make the target precise enough, and even a billboard can work like a direct message.

Credits:
Agency: Wolf BKK
Chief Creative Officer: Torsak Chuenprapar
Managing Director: Natdhee Sopondhitipun
Creative Group Heads: Pandarie Somjit & Panupong Putong
Copywriter: Poomrapee Ongardvanish
Art Director: Narada Kittikunokorn

Client: MJ Master Journey
Managing Director: Wichit Kunkongkaphan
Head of Sales & Marketing: Hatsaphon Assavasagonrat
Asset Management & Partnership Director: Chaiyapurk Chaiwiset
Asset & Partnership Coordinator: Nattanicha Muensa
Senior Multimedia Designer, Trading