The Debrief launches real-time geo-targeted campaign

Bauer Media has launched a brand campaign to promote The Debrief, its digital publication for 20-something women.

The two-week outdoor campaign, developed by Gravity Road, will use topics covered in The Debrief as inspiration for light hearted copylines such as, "Playing fantasy tube boyfriend again. Yes we went there."

The campaign will feature more than 90 different creatives targeted at the time of day and location, in a partnership with the outdoor media owner Clear Channel.

Bauer Media launches brand campaign to promote The Debrief, its digital publication for 20-something women

Hattie Brett, the editor of The Debrief, said: "The use of dynamic outdoor technology means we can tailor conversation and content from across the site and turn it into creative moments in advertising.

"Mirroring the editorial approach, these moments speak to our audience appropriately at key points throughout the day using subjects we know they are passionate about."

The copywriter was Lucy Hancock and Pete Conolly was the creative director and art director. Media planning and buying as well as production was by Gravity Road.

Mark Eaves, a founder at Gravity Road, said the campagn was "written by a girl in her twenties" (Lucy Hancock) for the "enjoyment of other girls in their twenties".

"That's why it feels so fresh, funny and is a true demonstration of what The Debrief is about. Watch out for lots of provocative conversation starters and insights into life across the streets of London, 24/7," he added.

The Debrief launched in February as a multiplatform brand designed to take advantage of the growth in native advertising.

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