Cannes Lions

NEWSPAPER MOTORING SUPPLEMENT

LOWE BULL, Johannesburg / CAPE TIMES / 2005

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Overview

Entries

Credits

OVERVIEW

Execution

As inserts into the paper itself, this idea encourages repeat purchase by advertising a product that is only available on a certain day (not on the day of the Drive Times supplement). The unexpected twist of a widely recognised product, such as a condom, is extremely effective in grabbing the readers attention, creating greater opportunity for the message to captivate the audience long enough to be understood. After all, the average person could do with a smile in the morning.

Outcome

As this entry will only have run shortly before the deadline closes, its effectiveness at this stage is immeasurable. Any further information regarding this point can be provided by the agency once the effects of this idea on the market can be properly gauged. Please do not hesitate to contact us for any further information.

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