The creative was focused on talking directly to developers, speaking in their language – CODE. The ads use JavaScript, one of the most universal coding languages with messages “hidden” in the background of the message about what it is like to work with Philips. The media buy in the US was highly targeted driving prospective employees to Philips software careers page where the developers films were as well as lots of other in-depth information about careers at Philips and eventually apply for roles. In order to build awareness in key locations in the US we used transit locations and elevators in specific target company locations to reach our target audience.