Magazine article Marketing

OUTDOOR SHOWCASE: Advertisers Are Employing Increasingly Eye-Catching Methods of Reaching Their Audience

Magazine article Marketing

OUTDOOR SHOWCASE: Advertisers Are Employing Increasingly Eye-Catching Methods of Reaching Their Audience

Article excerpt

SONY KEEPS SPRINGSTEEN ON THE ROAD

Client: Sony Music
Creative agency: Malone Design
Media agency: Manning Gottlieb OMD
Outdoor specialist: Posterscope
Period: November 10-December 9

A fleet of 25 trucks targeted cities, including Edinburgh and Glasgow, where Springsteen's previous albums had sold well. In London, there were also TV, radio and press ads.

Matt Fuller, account manager for Sony Music at Manning Gottlieb OMD, says the advertising in the run-up to the key Christmas period, was ideally-suited to Springsteen's fan base, which is dominated by slightly older males .

ROLLER COASTER LAUNCHES DISNEY MOVIES

Client: Disney Channel UK
Creative agency: Iris
Media agency: Vizeum
Outdoor specialist: Posterscope
Period: November 17-December 14

Since December 7, the kids' channel has been showing favourite Disney movies at 4pm on Sundays, with Monsters Inc. being the first.

The slot features a British TV film premiere once a month to attract joint parent and child viewing. Other films lined up include The Lion King and Toy Story 2.

The flagship execution is a double-height 96-sheet poster with an integral roller coaster. The three main characters from Monsters Inc, Sully, Boo and Mike ride on a rail, around and through the middle of the poster.

Nick Richards, marketing director for Disney's UK branded TV operation, says the channel has always carried movies, but has decided to expand its offering. 'We are targeting the family because we have evidence that Sunday afternoon is still a good family slot,' he says.

The hope is that premieres will attract audiences of 500,000.

Richards says the end of the year is a good time because consumers associate Disney films with Christmas. The campaign coincides with a presence in retail outlets to drive subscriptions.

IPOD TAKES TO THE STREETS OF LONDON

Client: Apple UK
Creative agency: TBWA
Media agency: Manning Gottlieb OMD
Outdoor specialist: Posterscope
Period: November 3-30

The creative executions use silhouettes of dancing figures against fluorescent backgrounds to bring to life our emotional response to music. …

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