For Ultimat Vodka, we targeted financial professionals, a group that works long hours to the detriment of their social lives. So we created a way to catch them in the act of working when they should be out playing. We ran first-of-its-kind banner ads on finance websites after 10 PM, a time when bankers should be out partying and not reading finance websites. The banners automatically send a personalized, unique message to the reader based on the article they’re reading and when they’re reading it- urging them to get offline. All in the name of finding balance.