Client: Financial Times
Creative agency: Delaney Lund Knox Warren
Media agency: BJK&E
Outdoor specialist: Portland Outdoor
Period: December 10-11 2003
FT ZOOMS AROUND TOWN FOR PRE-BUDGET SPECIAL
The chancellor's pre-budget statement just before Christmas provided the Financial Times with an incentive to run some tactical activity.
In addition to radio advertising, it booked a fleet of 11 scooters to prowl through London, towing posters behind them to promote both the immediate online coverage at FT.com and the analysis provided by the following day's paper.
The Look Media scooters, used to create surprise, patrolled areas not well served by other outdoor formats. "We wanted to convey the trust, authority and insight of the FT brand, but also show some humour through the creative," says the FT's EMEA product marketing head, Peter Lewis.
Lewis says such tactical activity is a vital adjunct to the title's high-profile brand campaigns to boost circulation. "It helps demonstrate to readers all the different hooks that form the content of the paper." He adds: "As well as the brand activity you need to use a tactical approach to get the hooks across."
Client: Sara Lee
Agency: Miles Calcraft Briginshaw Duffy
Period: December 22-January 11
PRETTY POLLY BRIGHTENS UP LONDON
Pretty Polly brought a smile to the faces of commuters in South London when it brightened up their walk to the station by decorating some of the drab everyday features of city life.
It covered a skip in pink fake fur, added brightly coloured bin bags to the normal piles of black sacks and covered a parking space with flowers.
The campaign carried the slogan 'Making the world a prettier place'.
The ambient activity was designed to surprise commuters and passers-by and create a 'viral' buzz. It is part of a campaign to raise awareness of the brand's lingerie among 25- to 35-year-olds and differentiate Pretty Polly from other brands.
Although spontaneous awareness of the brand remained high, at 75% to 80%, it had fallen in recent years. "We wanted to do something light-hearted and unconventional to tap into our audience's sense of humour and even be a bit girly," explains Lisa Morrison, account director at Miles Calcraft Briginshaw Duffy.
Creative agency: Euro RSCG London
Outdoor specialist: Concord
Media agency: OMD UK
Period: January 12-February 10
CITROEN ECHOES GT POSITIONING WITH URBAN ADS
Citroen has put its C2 GT 'urban sports car' on six-sheets in city centres and near football grounds to target 18- to 30-year-old men in the B, C1 and C2 demographics.
The campaign built on TV work for the C2 range by highlighting the GT's positioning and reaching the secondary target audience of highly-mobile men in the high street.
The campaign increased awareness of the car and promoted the vehicle's paddle-shift gears.
Unlike some car brands, Citroen has been an intermittent user of outdoor. It last used the medium to promote its Relay Van in September 2003, but the launch of the class C2 GT meant that six-sheets allowed the medium to match the message.
"Six-sheets are in the right environment for an urban sports car because they reinforce the message to younger men," says Mike Ibbett, marketing director at Citroen UK.
Creative agency: 4Creative
Media agency: OMD UK
Outdoor specialist: Posterscope
Period: January 5-24
E4 BACKS ER DRAMA WITH ACCIDENT MOCK-UPS
E4 has been using outdoor to mimic accidents typical of those that might feature in the latest series of US hospital drama ER.
The core of the campaign saw 1500 six-sheets placed on bus shelters to give the impression that someone had walked into the glass.
In London, escalator panels in major stations offered a disastrous take on common activities, with posters offering budget bungee-jumping and DIY laser eye surgery. All executions used the slogan 'Next Stop ER'.Cromwell Road in West London hosted a helicopter that appeared to have hit the side of a billboard. Its blades rotated and smoke came out of the poster.
"ER deserved a campaign that got the show on the radar. The visibility, impact and stature of the outdoor media that we chose did this," says Rufus Radcliffe, head of marketing at E4. Outdoor was selected to reach 20- to 44-year-old women.