Borders Books and Music Stores National Campaign

Borders Books and Music
Stores National Campaign
Advertiser: Borders Books and
Music Stores.
Markets: 102 DMAs, 46 States.
Target Audience: General
Market.
Timing: December 2003.
Media vehicles: Billboards,
Kiosks and AdsOnTarget (AOT)
StreetBoards® (pedestrian
billboards at payphone locations)
Objectives: To reach potential
book buyers during the key
holiday season as part of an
integrated Outdoor campaign. To
have an advertising presence in
all markets where there are
Borders Stores. To maximize the
value of every impression by
putting the StreetBoards® as
close to Borders stores as
possible.
AdsOnTarget Solution: Using geocoding, AOT identified and placed
Borders StreetBoards® at high traffic payphone advertising locations closest
to each Borders store. AOT delivered in over 100 markets from Maine to
Hawaii.
Results: The largest payphone advertising campaign in history! Crispin,
Porter, and Bogusky delivered on its objective of providing high impact
coverage in virtually all of Borders markets coast to Coast. Borders achieved
its holiday sales goals with 20%+ sales increases.
AdsOnTarget is a proud member of the OAAA and TAB.
Mason Harris 301-770-1122, mharris@adsontarget.com | Mark Miller 561-641-3501, mark@oohmediausa.com
Acuvue Advance Contact Lenses
Young Adult Target Program
Advertiser: Johnson & Johnson
Vision Care, Inc.
Product: Acuvue Advance Brand
Contact Lenses.
Market: Chicago DMA.
Target Audience: Adults,
especially women 18-30 in
households with $30K+ incomes.
Timing: August and September
2004
Objective: To generate
participation in Acuvue’s Free
Trial Pair offer.
AdsOnTarget Solution: Place
Acuvue StreetBoards in
nightlife areas, near bars,
restaurants, clubs, other
entertainment venues, colleges,
shopping areas, grocery stores,
coffee shops, book and music
stores, other places the target
audience spends its time.
Results: The advertising is now
running with results being
evaluated.
AdsOnTarget is a proud member of the OAAA and TAB.
Mason Harris 301-770-1122, mharris@adsontarget.com | Mark Miller 561-641-3501, mark@oohmediausa.com
Tanqueray Gin
Beach Campaign
Advertiser: Schieffelin and
Somerset.
Product: Tanqueray Gin.
Markets: New Jersey and
Southern California Beach Areas.
Target: Young Adults.
Timing: May – August 2004.
Objectives: Branding and
building of top-of-mind
awareness among young adult
vacationers and local beach
goers.
AdsOnTarget Solution: AOT
placed Tanqueray
StreetBoards® at high visibility,
high pedestrian traffic locations
in beach communities throughout New Jersey and the Los Angeles DMA.
Results: The advertising period has just finished and its success is now being
evaluated.
AdsOnTarget is a proud member of the OAAA and TAB.
Mason Harris 301-770-1122, mharris@adsontarget.com | Mark Miller 561-641-3501, mark@oohmediausa.com
Mello Yello Afterglow Soda
Targeted Consumer Campaign
Advertiser: Coca-Cola North
America.
Product: Mello Yello Afterglow.
Market: Raleigh, NC DMA.
Target Audience: Teen and
young adult males.
Timing: Summer 2003.
Media vehicles: TV, radio and
AOT StreetBoards®, pedestrian
billboards at payphone locations
Objectives: To increase brand
awareness and among heavy
Mello Yello Afterglow drinkers
throughout the DMA.
To maximize top-of-mind
awareness when purchase
decisions were being made.
AdsOnTarget Solution: AOT
placed Mello Yello Afterglow
pedestrian billboards at the convenience stores and convenience store-gas
stations throughout the DMA where the product is sold. Units were placed
based on target audience population by zip code to maximize reach.
Results: CCNA was able to blanket the market with ads right outside the
stores where the product was being sold. Men and lots of other folks drank
more Mello Yello Afterglow throughout the summer. Program volume goals
were achieved.
AdsOnTarget is a proud member of the OAAA and TAB.
Mason Harris 301-770-1122, mharris@adsontarget.com | Mark Miller 561-641-3501, mark@oohmediausa.com
Western Union
Multi-Market Campaign
Product: International Money
Transfers
Markets: Miami, Tampa,
Houston, Dallas, San Francisco,
Philadelphia
Target: Adult Spanish Speaking
Hispanics with relatives in Cuba,
South and Central American
Countries.
Timing: April – May 2004, August
– September 2004
Objectives: Increase sales of
international money transfer
services to Cuba, Ecuador,
Nicaragua, El Salvador and Peru
AdsOnTarget Solution: AOT put
Western Union StreetBoards® at
high visibility, high pedestrian
traffic locations near retailers
offering the service in the areas with the heaviest concentrations of Hispanic
households.
Results: The first flight of advertising was deemed successful and the program
was expanded to the Philadelphia and San Francisco DMAs.
AdsOnTarget is a proud member of the OAAA and TAB.
Mason Harris 301-770-1122, mharris@adsontarget.com | Mark Miller 561-641-3501, mark@oohmediausa.com
Telemundo – Multiple Markets
Advertiser: Telemundo
Product: T 49 Telemundo
Tampa
Market: Tampa DMA
Target Audience: Hispanic
Adults
Timing: December 2003 –
January 2004
Media Vehicles: Hispanic
television and AdsOnTarget
StreetBoard™ pedestrian
billboards.
Objectives: To build top of mind
awareness for the Telemundo 6
PM New.
AdsOnTarget Solution: AOT
placed StreetBoards™ at
high-visibility, high pedestrian traffic payphone locations on public streets, and
at convenience stores and shopping centers in the zip codes with the highest
concentrations of Hispanics in the Tampa MSA maximizing effective reach and
minimizing waste.
Results: Telemundo expanded its StreetBoard Advertising program to
Philadelphia and is adding more markets in fall 2004.
AdsOnTarget is a proud member of the OAAA and TAB.
Mason Harris 301-770-1122, mharris@adsontarget.com | Mark Miller 561-641-3501, mark@oohmediausa.com