The campaign draws on insights about individual consumers’ interests, hobbies and lifestyles to target them with personalised “Because X” messages. Quashing the excuses that usual hold people back. To ensure each model film felt bespoke to its audience, each one was directed by a different director.
In print, we countered the barriers that stop people living their lives, with the experiences people gain when they embrace a life without excuses.
Using real-time tailoring and data-driven targeting, allowed the campaign to respond programmatically to the time of day, day of the week, the weather, even social profiles, creating thousands of bespoke edits. Social product-feature stories also demonstrated to consumers how each model would fit perfectly into their lives.
Go. Because look what’s out there.
