Dot-com companies seeking to stand out from the crowd are turning to evermore unusual placements -- now that race cars, stadiums, pizza boxes, andthe sides of trucks have been used -- one of the latest being dry cleaningbags.
Dot-com companies seeking to stand out from the crowd are turning to ever more unusual placements — now that race cars, stadiums, pizza boxes, and the sides of trucks have been used — one of the latest being dry cleaning bags.
Weather.com and citifi.com, Citibank’s online bank, on Wednesday inked a deal with LooK Worldwide to place ads on plastic garment bags and hangers in more than 20,000 dry cleaning stores.
“We find that combining traditional and alternative media yields effective results,” said Carol Rothschild, vice president, group supervisor at Young & Rubicam‘s The Media Edge in New York.
Weather.com is trying a diverse mix of ads in its latest campaign, including peanut bags on Delta Airlines, tops on gas station pumps, and umbrellas. The company credits these unusual placements for its upward movement in Media Metrix and Nielsen/NetRatings rankings.
“Weather.com chose an alternative venue like dry cleaners to add to the diverse media mix in a creative ad campaign effort,” said Alex Kaminsky, vice president of marketing for Weather.com.
Citifi.com is using a specially crafted tagline, developed by Y&R, New York for the placement — “Better rates. Lower banking fees. Looks like only your clothes will be taken to the cleaners.”
LooK Worldwide, which developed the International Cleaners Advertising Network, has handled campaigns for AT&T, America Online and AllNautical.com.
More about:
Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceThe Merkle B2B 2023 Superpowers Index outlines what drives competitive advantage within the business culture and subcultures that are critical to succ...
View resourceMaking forecasts and predictions in such a rapidly changing marketing ecosystem is a challenge. Yet, as concerns grow around a looming recession and b...
View resourceEight fresh launches this week — spanning viral food mash-ups, brand reinventions, and nostalgia-fueled creative. Read More...
View articleA J.Crew storefront sign in New York City. From Ivy League Catalogs to Chapter 11 A Preppy Phenomenon Is Born J.Crew launche...
View articleAs healthcare apparel evolves beyond basic uniforms to premium lifestyle products, FIGS leads with purpose-driven branding and global ambitions—but me...
View articleRetailers are building media empires, creators are becoming sales channels, and brands that connect the two are redefining how products get discovered...
View articleA Holistic Approach to Measuring DTC Success Beyond Amazon Read More...
View articleAdobe’s 2024 results showcase the power of subscriptions, but the model’s challenges are prompting businesses to rethink how they deliver value and re...
View articleEven retail giant Amazon needs a little Hollywood magic during the holiday season. Read More...
View articleCannes Lions, where the advertising world's most daring minds gather to redefine the rules of engagement. This year, a new creative order has emerged,...
View article
Leave a Reply
You must be logged in to post a comment.