The Amsterdam based lawfirm Greenberg Traurig with offices in the city centre is looking for new lawyers to join their firm. Most lawyers work in the business area of Amsterdam called the “Zuidas” Greenberg Traurig uses hyperlocal campaigns on mobile + DOOH to target Zuidas lawyers to lure them into the city centre. The creative agency JWT used the dynamics of location and time to create relevant copy that would trigger lawyers to think about Greenberg Traurig as their next employer.
On Digital Out of Home screens were bought on the Zuidas. Again using the context of time together with the location. On Friday night for instance Lawyers were triggered with the copy: “Looking for the lawyer that is done at the Zuidas and is ready to move to the city centre.” Referring to both Friday night drinks in the city centre after works done at the Zuidas….( explaining this joke is horrible) and the location of the Greenberg Traurig office in the city centre.