Baby, Light My Doors
It was Blattner Brunner, a Pittsburgh, Pa.-based creative shop, that came up with this innovative way to marry the Zippo creative with the ideal ad location. "The campaign's layout is essentially two-part," explains Jay Giesen, creative director. "It's as if product and use come together at the ad's middles."
With ad placement estimated at $8,000 per mall, Joel Ulrich, Blattner Brunner's senior media strategist, says the placement is "a considerably less efficient buy than, say, a highway billboard." Still, he notes, "Factor in the length of exposure, the proximity to point-of-purchase, the novelty, and the fit with creative, and we see this as a terrific opportunity for Zippo, and will strongly consider expanding it in 2006."
The ads launched in mid-November and ran through December. The estimated amount of mall traffic for the month of December was 3.3 million.
Recent Media Magazine Articles
-
Weighing the Numbers Game April 16, 4:11 p.m.
For media agencies, preparing for the upfronts used to be fairly straightforward: Watch the new shows, ...
-
Negotiating a New Frontier April 16, 4:10 p.m.
We hear about them more and more these days — those cord-cutters who have set sail ...
-
Fast Forward: Worn And Threadbare April 16, 4:09 p.m.
I collect T-shirts the way other people collect art or wine, but unlike them, I don’t ...
-
Staying Power April 16, 4:08 p.m.
Long-term, TV’s big broadcast networks need much to maintain their continued viewer and advertising dominance: More hits, ...
-
Let's Go Numb April 16, 4:06 p.m.
On the road to hell (or, at least, its kitchen) will be an enormous street party ...
-
The View From the Stage April 16, 4:01 p.m.
Mitch Oscar, a long-time agency executive, remembers Robin Williams taking the upfront stage to interest advertisers ...
-
Show Starter April 16, 3:59 p.m.
When it comes to announcing their annual fall schedules,do the big broadcast networks really need to ...
-
Bande A Part April 16, 3:54 p.m.
The last upfront presentation I attended was a Nickelodeon breakfast-palooza three or four years ago. I ...
-
The Turnaround April 16, 3:53 p.m.
In the spring of 1984, Edsel Ford II, the Ford Motor Co. scion who was then ...
-
Confessions of an Upfront Reporter April 16, 3:44 p.m.
Twenty-five years ago, I began writing a story just like this one. The article, for the now-defunct ...
Be the first to comment on "Baby, Light My Doors"
Leave a Comment