Posts Tagged 'advertising'

Sometimes you see a piece of advertising and think to yourself “Damn, I wish I’d thought of that”.

The latest advertising campaign from Dixons makes you do just that.

Bold, brave, exceptionally clever. As Dixons disappear from our high streets and shift their focus to their online store, how do they get the footfall that used to trundle through the stores on a Sunday afternoon into the homepage of their website?

Like this:

Lastminute.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?