The BNP Paribas marketing strategy was to introduce BNP Paribas to the financial community in New York by intercepting commuters on their way to and from work. Outdoor advertising served as the sole media format to create a conversation about the great individual stories and projects that BNP Paribas has been a part of for 25 years. The goal was to turn the everyday trip into an education about the BNP Paribas brand name.
Jared Grant, New Media Strategy Director (Cutwater, SF)