How do you get the ad industry talking? Say nothing. So, instead of posting heavy handed messaging at a Cannes event for the launch of Xandr (AT&T's addressible company), we teased the media by wrapping the Intercontinental Hotel in Cristo-like fashion & a mysterious URL.
The take-over wrap so massive it was reported to have been visible from flights passing over. The Xandr launch was one of the most Tweeted, photographed & talked-about promotions at Cannes.
The launch recieved attention from AdAge amongst other publications in the advertising industry. The event was focused on being relevant within the challenging 'attention economy'. Being that addressable advertising is now an essential tool for 1:1 marketing, it is only appropriate to create buzz around Xandr as a huge new contender in the space. However, the method of putting beauty before the bullhorn proved to be successful in creating intrigue around the newly formed brand.
