Targeted Hidden Message Advertising

By January 5, 2020 April 21st, 2021 Blog

Nothing excites us more than to get our teeth into such a creative and unique project. The Tailwind design team were approached to design and create high quality creative advertising materials for Tesco Technology. The aim was to engage Tech based London commuters highlighting the benefits of a Technology career just outside London in the Welwyn Tesco Campus. We were asked to provide traditional OOH print media that would both catch the eye and be memorable at 33 train station platforms close to their head office, including Luton, Stevenage and Elstree.

The broad scope of the initial brief meant that we could let our creative juices run wild and provide a variety of ideas, themes and concepts to the team at Tesco Technology. The chosen concept was a coded message written in Java with correct syntax, alongside a bold headline. This method of using real-world code was designed to filter and engage the correct demographic that Tesco Technology were looking to appeal to. To the untrained eye, it’s not appealing, but it is not supposed to be. We wanted this concept to promote the use of coding skills for applicants before they had even applied. As well as promoting the locality of the Welwyn Garden City head office to the station platform they were currently reading the advert, the code also encouraged the reader to understand the many other benefits of a career with Tesco Technology further in the script.

The final printed media was supplied for 48 sheet Billboards (6mx3m) and 6 & 4 sheet portrait posters. The posters were placed at various positions inside and outside the 33 platforms to maximise exposure