Marketing Magazine’s August 15th issue has an article called “The Spot’s Next Shot”:http://www.marketingmag.ca/magazine/current/media/article.jsp?content=20050815_70016_70016 _(reg probably required)_ that gives details on a new cross-channel campaign from Slim-Fast:
bq.. “I’m not sure whether it is the way to the future, but it’s definitely a breakthrough for the category that we operate in,” says Sinem Uner, brand manager of Slim-Fast at Unilever in Toronto. “I think it’s a much better way to intrigue consumers.”
In Slim-Fast’s case, the decision to use short spots on HGTV, Life, Showcase and the Food Network to drive consumers to the Web made sense when research found Slim-Fast’s target market of women 25 to 54 often uses the Internet as an information source. What’s more, psychographic data found Slim-Fast’s target group is comprised of often-frustrated dieters who are bombarded with messages on health and weight loss from various media. “When they hear about these things, they’re more likely to surf the Web,” Uner says. Enter dietingsucks.ca, a lighthearted domain name “that taps into our consumer insight and empathy.”
Category: Offline To Online
Live 8, the “20 years later” version of the original Live Aid concerts in 1985, is set for this Saturday, July 2. I have four tickets and I am looking forward to the Barrie (Toronto) event. I know that the aim of this event is to focus awareness, and action, on global poverty and the upcoming G8 Summit in Scotland. Make Poverty History – do you remember seeing any of those TV commercials with actors and musicians snapping their fingers to signify how often somoeone in tne world dies due to poverty? – is getting lots of attention and co-branding with the Canadian event. Lots of companies are supporting Live 8 but why aren’t more of them using this as a better marketing tool…or to capture permission?
3 Comments