Surreal specializes in creating high-protein, low-carb, zero-sugar cereal for adults—but the brand's latest out-of-home campaign doesn't speak to the average adult shopper.
On LinkedIn, the cereal brand shared that it's been criticized for sharing adverts that are "just marketing for people who work in marketing" and its newest posters address exactly this. Rather than aiming to reach consumers, these hyper-targeted posters speak specifically to marketing professions. The posters aim to catch their eyes with intentionally provoking font choices, URLs that can't be clicked or scanned with a smartphone, flow charts and large messages that discourage certain groups from reading further.
With hyper-targeted advertising, brands are personalizing marketing campaigns to individual consumers, inspiring shareable conversation starters for social media and closer bonds with the intended recipient.
Key Themes Behind This Trend
- Hyper-targeted Out-of-home Advertising
- Innovative posters specifically designed for marketing professionals disrupt traditional consumer-focused campaigns.
- Provocative Campaign Design
- Adverts utilizing provoking fonts and unconventional URLs stir curiosity and dialogue within targeted professional circles.
- Marketing Industry Self-referential Ads
- Advertisements that speak directly to marketing professionals foster insider engagement and industry-specific conversations.
Where This Applies
- Marketing Technology
- Advancements in ad personalization technologies enhance the specificity and effectiveness of targeted marketing campaigns.
- Advertising
- The evolution of ad campaigns to focus on industry insiders rather than general consumers creates new avenues for impactful communication.
- Social Media Marketing
- Hyper-targeted, conversation-worthy ads fuel discussions and viral potential within professional networks and social platforms.
