Boondoggle recruits behind the adblocker

Thursday November 19 - Boondoggle is looking for reinforcement. And to find the right people for the job, the agency is launching a remarkable campaign on Belgium’s biggest marketing and communication websites: a banner that’s only visible to people who use an adblocker.

One would think adblockers are public enemy n°1 in the advertising world. And yet a lot of publicity agents use one themselves. Roughly 10% of all visitors on mm.be blocks ads.  

“We think those are exactly the people that want to do things differently. Just like us”, says Creative Director Sam De Vriendt. “We prefer to build brands around innovative services that are really useful.”

To reach this target audience – the adblocking ad people – Boondoggle installed a plug-in on mm.be, pub.be and bloovi.be that makes it possible to show adblock users a message nonetheless. This was the message: “You block ads, even if you work in advertising? Then maybe you’re the person we’re looking for.” The banner links to all vacancies at Boondoggle.