Stricking unexpectable news!
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To promote a unique "cover wrap" ad in Metro, Demonstrate dispatched 30 newsboys (and newsgirls) to 19 railway stations across Belgium.
These newsboys attracted the attention during the morning rush by using the familiar "striking news" technique made popular by the London tabloids. Shouting catchphrases like "EXTRA EXTRA" and "READ ALL ABOUT IT", it was the newsboys' task to generate a buzz about the J&B cover wrapped around the Metro morning edition. Inside the paper, people could find out about the J&B "Unexpectables" campaign, which has pulled stunts like: "Breakfast@The Disco", "Bedcinema at Kinepolis Theatre", "Sandra Kim Live Jukebox in Brussels Central Station" and the "Under the Bridge pop up Party" beneath the Vilvoorde viaduct.
More info on the campaign can be found at www.jbunexpectables.be
