That feeling when you go to the airport to meet someone you love: you cannot wait to see them and give them a hug. In my original post, that was the reason I gave for placing dua.com’s advertising there.
The feeling came before the placement
People meet, embrace and feel love at arrivals. That was the connection behind the decision. The setting already contained the human moment we wanted the advertising to speak to.
It is a small but specific example of a creative decision: start with what people are doing and feeling in a place, then ask whether the brand belongs in that moment. Here, the answer was the anticipation of seeing someone you love.
What this story tells us
This story explains a creative choice. To judge how well the placement worked, we would need campaign results: how many people saw the advertisement and what happened afterwards. Those figures were not part of my post.
The useful question to take from it is simple: why does your message belong in the place where someone will see it?