Magazine article Marketing

OUTDOOR SHOWCASE: Outdoor Is about Far More Than Posters. Tube Trains, Trucks and 70s-Style Runners Have All Given Brands a Platform on Which to Advertise Recently

Magazine article Marketing

OUTDOOR SHOWCASE: Outdoor Is about Far More Than Posters. Tube Trains, Trucks and 70s-Style Runners Have All Given Brands a Platform on Which to Advertise Recently

Article excerpt

BEN & JERRY'S GETS ON THE TUBE

Client: Ben & Jerry's
Creative agency: Fallon
Outdoor specialist: Concord
Period: September to October

Using the creative strategy it developed last year, the brand is present on Tube cards - the mini-posters above seats on trains - as well as on postcards in cafes, bars and universities nationwide.

Taglines such as 'Mission Statement: Let's Make Some Nice Ice Cream' are mixed up with last year's executions to spread the message to its core audience of 18- to 35-year-old ABC1s that this is a real ice cream made with proper ingredients.

'The Tube is a pretty important medium for us because it's a good match for our target audience,' says brand manager Antonia Kaul.

Research based on activity in 2002 found that Tube cards attracted a recall of 73%, compared with just 26% for cross-track posters.

'We've had very good feedback; people have been stealing the cards from the Tube and we've been asked if they are available to buy,' says Kaul.

She adds that the campaign, which will continue with a further burst in December to catch people trading up to a premium ice cream over Christmas, has been timed to avoid having to fight for share of voice.

'By advertising in September we avoid the summer rush when every other brand and his dog is advertising,' she says.

118 118 TAKES TO THE STREETS

Client: The Number
Creative agency: WCRS
Media agency: Naked/OMD UK
Outdoor specialist: Posterscope
Period: January to August

While BT focused on a late push with its Post-it note-based creative, most of the media attention has gone on the longer-lasting campaign developed by The Number.

The work, based on a pair of 70s-style runners, actually started with some London radio activity in January, but really got going in March with a burst of TV.

Ambient also played a major part in the strategy, with the intention of bringing the characters closer to ground level.

Activity has included washing lines plastered with the distinctive running vests as well as ice-cream vans handing them out.

Visitors to summer festivals reported seeing a profusion of the vests among music lovers, while recent coverage in The Sun of a 118 118-themed stag night indicated the campaign had moved out of the traditional media space.

'We started six months ago and built up. The campaign reached a crescendo at the end of August,' says Yusuf Chuku, strategist at Naked Communications. …

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