Tesco go national with direct response

Tesco has launched a national direct response advertising campaign for its car insurance product targeted at 2+ cars per home motorists - using every Motorway Service Area across the UK.

Using 6-sheets at entrances and exits coupled with washroom displays featuring 'Direct Response Tear-Offs' Admedia estimates that 14 million potential customers will be exposed to the Tesco campaign during March.

In addition 120,000 post-it note size cards featuring the response mechanism will taken away by motorists over the period an are expected to generate a considerable increase in enquiries both online and by phone.

Admedia's direct response media has been used for a wide range of direct response activities including Admiral Insurance, 192.com and QXL.com with comprehensively proven success.

Click for the OAA follow up article

Film distributors choose washrooms.

We've been saying it for years: washroom posters are the ideal medium for film releases. Now, the film industry is starting to really reap the benefits of this very sociable and relevant media choice. Gender targeted and reaching the core cinema going audience of 18-34’s, they offer extensive national coverage but most importantly exposure in the right environment.

The most interactive media about

Washroom posters offer a highly cost-effective way to get the word out, with many add-ons, such as talking posters (with a sound clip up to 30 seconds); the ability to download clips and interactive materials to your mobile phone and sticker-creatives that tell a story. The campaign can be further extended into the bar environment where your audience can interact with beer glass creatives, beer mats and competitions carried out through scratch card or DJ participation. Admedia’s Direct Response tear-offs can then further invite your audience to interact with your release online.

So, who’s hot?
After the recent successes of the Rocky and Borat washroom posters, other releases have joined the ranks:

Notes on a scandal sprouts the controversial story of a female teacher at a London comprehensive school who begins an affair with one of her underage pupils. The campaign was booked through GEN for Twentieth Century Fox.







In The number 23 Jim Carrey is reading a book that seems to be based on his past and future life. His obsession with the number 23 leads to paranoia as his life slowly drifts into a horror story. The campaign was booked through agency Mediacom and Specialist Kinetic for EFD.





Goal 2 features the second instalment in the trilogy. After gaining experience at the English club Newcastle United, Santiago Muñez (Kuno Becker), and Gavin Harris (Alessandro Nivola) head off to Spain to join Real Madrid. Nick Cannon will also appear in the film competing against the "Galácticos" of Real Madrid, playing alongside legends David Beckham, Zinedine Zidane, Raúl, Roberto Carlos and Ronaldo. Booked through Carat and Posterscope for BVI.

Some creative ideas for your next campaign:

Achieve standout by being different:

Beermats that provoke conversation and interaction
Films intrigue us because they usually discuss topics relevant to our life. Whether they tap into our fears and superstitions, our sexuality, our hopes and dreams, films are the bigger than life portrayal of basic concepts we deal with every day.Invite discussions on the topics of your film through beer mats. Does your film touch on the subject of sexuality, create a set of beer mats that conduct a purity test. Your audience can ask each other the questions, and compare their scores.



Promoting a Mafia film? Teach your audience to talk Mafiosi. You can print 32 different creatives for the same price, so it is easy to print the entire Alphabet and then some. Let your audience interact with your film through quizzes, interesting facts or games.



Pint glasses – allow your audience to further absorb the message
Odd, isn’t it? Advertising on a pint glass? That is exactly what your audience will think, and thus the pint glass and your brand become a topic of conversation. Work those brain cells to create a hard hitting message.





Use stickers to tell a synopsis of the film
Show a visual synopsis of your film by putting sticker creatives where your audience least expect it. In the featured example, it seems as if Daniel Craig and Eva Green are sitting in a dramatic pose against the washroom wall. Upon closer observation, it is merely a sticker enacting one of the most powerful scenes in Casino Royale, the much acclaimed British Bond film. This sticker would lead to much surprise and would surely be a topic of conversation. Stickers are a good way to smuggle your film-plot into your audience’s direct environment, peaking interest and intrigue.

Conclusion
Admedia washroom posters are a highly memorable and effective Media platform, and should be part of any film promotion marketing mix. Innovations such as the talking poster, bluetooth technology and a vast expansion of media formats have made washroom advertising highly interactive and a must in your ad planning.

Borat talking poster

Twentieth Century Fox is running a talking poster campaign in Admedia's bar networks for its release of Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan. The outrageous poster features Borat in skimpy swim wear, strutting his stuff. The talking poster greets washroom visitors upon entrance and is bound to become a conversation piece.

In the film Kazakhstani TV personality Borat is dispatched to the United States to report on the "greatest country in the world." With a documentary crew in tow, Borat becomes more interested in locating and marrying Pamela Anderson than on his assignment.

Borat interacts with non-actors under the ruse of being a foreign television reporter. Like both Ali G and Bruno, Borat is characterized as lacking refined manners and given to gratuitous, though unintended, insults.