Brilliant insight or terrible oversight?
Posted by James_P, February 27 2009 at 13:40Lastminute.com just sent me an email. They’ve invited me to tune into their latest advertising campaign this weekend.
For those of you that haven’t seen the email, I’ll let lastminute explain the concept…
“On Saturday 28 February at 9.50pm, watch us (lastminute.com) on telly and win a big bundle of good stuff.
We’re creating a television first – and we want you to be part of it. Tune into ITV on Saturday 28 February at 9.50pm. Three 60 second adverts will be aired, straight after each other, starting on ITV, moving to Channel 4 and then ending on Channel 5.
It’s going to be the world’s first Mexican wave of thumbs up”
I love the idea, A novel and interesting approach and perfect for the target audience. Something fun and easy to engage with, but I can’t help feeling like they’ve got their choice of launch day a little, well, wrong.
I see their target audience, as (after a quick straw poll) most people do. As 20-35 somethings with reasonable levels of disposable income and an appetite for travel. The type of audience that are out on a Saturday night, in restaurants, bars, pubs and clubs. The type of audience that won’t see this advert this coming Saturday.
Of course lastminute.com have access to reams of consumer data, and have fantastic insight on their typical consumer profile, but I can’t help thinking that the advert break at 1:30pm between Hollyoaks, the Eastenders omnibus, and re-runs of Friends on ‘lazy’ sunday might just be more appropriate.
Maybe this is a clever ploy to capture the attention of a whole new audience? Which begs the question, how have lastmintue reached them to let them know about the 3 adverts, 3 channels idea?
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March 24th, 2009 at 9:45 am
I helped plan the media for this campaign. You are spot on with the audience (and we don’t mind growing it a bit as well), but actually that was one of the highest rating spots for that audience – remember this was the middle of winter in the credit crunch. We wanted to reach those people stuck indoors and inspire them to fill their year with good stuff. Press and digital outdoor also helped drive awareness before the TV launch along with emails.