davidandgoliath has created the “Discover Team” campaign for LA Gear. ClickZ reports the initiative targets women in their twenties, and consists of roadblock on Yahoo! Mail homepage, a new web site and a series of rich media ads.
Last month Nissan has introduced two new car models (Pathfinder and Murano) in Sweden. To support the launch the automaker has asked web agency Paregos to create its first online campaing in the country. Although there are certain differences between the two models, they have different communication concepts but the current promotional effort shares a mutual campaign strategy. The campaign sites are largely based on emotional appeal, as well as the personality and brand name of the cars. Daniel Ilic, creative at Paregos in Stockholm, gives us further details on Paregos’ creative approach: “We’ve introduced two explicit car models without actually showing them. They are always in the focal point, but mostly for the effect that they have on their surroundings. We picture the Murano causing a big sensation out on the street; the Pathfinder is a driving experience, and users don’t have to go further than the banner to find that out.” These are the links to the two sites: - Pathfinder http://www.nissan.se/pathfinder/ - Murano http://www.nissan.se/murano/
Italian insurance company RAS has launched an online campaign to present its new car insurance options. The creativity (by Nurun) is focused on the idea of “moving protection” and the ads will go live on Virgilio, MSN, Libero and Tiscali. Patrizia Clò, Internet marketing manager at RAS explains on Daily Media that their goal is to acquire new customers, driving them to the site and inviting them to ask for a preemption. RAS is one of the few Italian insurance companies that strongly believes the Internet can be effective in its marketing strategies; usually they invest online 50 to 70 thousand Euros for each campaign.
On April 11 Sony has launched an online campaign in Italy to promote its new Walkman. DailyNet (in Italian) reports online ads have been planned by MD International to go live on MTV, Lycos, Tiscali, Libero and Yahoo!. The campaign (creativity by Fallon) will last until the end of June and will see Sony investing in Italy about 200.000 Euros.
American Airlines has partnered with Blockbuster to promote its web site and the online DVD rental service through a series of online sweepstakes. As ClickZ reports, the idea for AA is again to invite users to bypass travel agencies and buy their tickets directly online. The sweepstakes are promoted with online ads and email marketing driving traffic to aa.com/promo. The agency behind the site is Tribal DDB Dallas.
The Royal Navy in the UK has launched an online campaign to recruit aircrew. Netimperative reports the initiative is managed through COI and developed in partnership with Glue London and I-Level. Email marketing will play a key role, with target messages to people who asked the Royal Navy information in the past. Banners and rich media skyscrapers will also be part of the campaign, appearing on sites visited by 16-23 years old men.
Discovery Channel has launched an interactive campaign to promote the two-hours special “Dragon” which will air on March 20. The campaign, created by Agency.com, will last three weeks, targeting science fiction, dragon and fantasy fans aged 25-44. Read more on DMNews.
Delta Airlines has introduced a simplified fare structure promoting it wiht a multi-channel campaign that includes outdoor advertising, direct mail, newspaper, radio and, of course, online marketing. As a result, in a few days traffic to Delta’s site increased by 300 percent. DMnews adds that Delta.com ticket sales reached impressive levels, generating $10 million daily revenue. Delta hired Ogilvy & Mather New York last October.
If your rent a car from Europcar for three times, you get a guide to the best restaurant in Italy. The initiative “Travel with taste” is supported by an online campaign (by Slash) which employs about 7 percent of the budget. The planning includes banners, rich media on sites with high traffic volumes like Virgilio and Repubblica, and keyword advertising through Google and Overture networks.
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