GWI - Who Cares?
GWI needed to raise brand awareness among a discerning B2B audience of marketers, agencies, and media owners.
Competitors were spending 57% of budgets in digital channels, fishing where the fish were rather than where they think — leaving an opportunity to break category conventions.
Could provocative creative cut through, proving that OOH could outperform digital-heavy strategies in B2B? We asked whether deliberately dismissive messaging would spark conversation and drive awareness more than playing it safe in traditional channels.
+54% surge in prompted brand awareness
+55% increase in direct web traffic
44m impressions delivered across OOH, digital and press
Ready to Ask the BIGGER QUESTIONS
Breakthrough moments don't come from comfortable conversations.
They come from the willingness to interrogate assumptions, challenge briefs, and think differently.