onaflatscreen,thistechnical
HarnessingIrishcharm
wizardrygivesbirthtolife-size
TourismIrelandislaunchingan
freeformobjects,blending2D
integratedmarketingcampaignto
and3Dimagesinthesame
promoteitsnew60-pageIreland
physicalspace.
holidayplannerbrochure.
SimonHumphrey,
Entitled‘Kickstart’,the
activ8-3D’sexecutivedirector,
campaignisthefirsttobecreated
said:“We’vejustcompleteda
bydirectmarketingagencyEntire
largeeventforBMWinSouth
sincetheyretainedtheaccountin
Africawhereour3D-Holocube
October2008.
wasusedtoproducelife-sized
Withthetheme‘Gowhere
humansandfull-sizedcarsin
Irelandtakesyou’,itaimsto
frontofanaudienceof800
promotethecountry’scultural,
people.Inonenight-timetestfor
historicandphysicallandscape,
thisproduct,ourfilmdirector
broughttolifethroughlocal
workedwiththeGirlsAloudgroup
characterstoengagewiththe
ona3Dshopwindowfor
audienceandputoverthebrand
SuperdruginLondonandthe
promiseoffun,spontaneityand
pavementoutsidewaspacked
tradition. andthensharetheirplansfor andMerkurBankcreateda
withonlookers.”
Theintegratedcampaignwill makingtheirweddingdays similarupsetbyusingthe
targetwarmandcoldprospects unique.TheGrandPrizewinner phrase–whichwasoriginally
Women’saddrewcomplaints
throughemail,inserts,doordrops willclaima$5,000giftcertificate coinedbyRomanphilosopher
Australia’sAdvertisingStandards
anddirectmail,aimingtodrive toDavid’sBridal,avirtualstyle Cato,2,000yearsago.
Bureauhasannouncedthe
consumerstoadedicated consultationwithaDavid’sBridal
most-complained-aboutadinthe
micrositecontainingTourism styleexpertandthe
countrylastyearwasforthe
Ireland’sHolidayPlannerandalso opportunitytoblog
Kotex‘U’lineoffeminine
aluxuryprizedraw. abouttheirexperience
protectionproducts.Thead
onDavidsBridal.com
featuredawomanandananimal
Bridalstylegoesonline
–abeaver–tradingonitsuseasa
AmericanretailerDavid’sBridal, Upsetoverslogan
cheekynicknameforabodypart.
hasbeenrunninga‘DressYour Petrolstationchain
Theadshowsthewoman
Wedding’onlinecampaign,at EssoandGerman
takingtheanimaltothebeach,the
davidsbridal.com/dywcontest coffeecompany
beautysalonandoutforlunch
Thecampaignhasasked Tchibohaltedanad
andusestheslogan:‘Youonly
entrantstovirtuallychoosebridal campaignafter
haveoneofthem,solookafterit.’
gowns,bridalpartydresses, discoveringthe
Despitethecomplaints,thead
accessoriesandtuxedosforthe Germansloganused
didn’tbreachtheASB’scodeof
groomsandgroomsmenthat hadalsohungabove
ethicsandwasallowedtocontinue.
representtheirpersonalstyles, theentrancetoaNazi Cash...andflightoffers
concentrationcamp.Thephrase, Lowcostairline,bmibaby,isto
‘JedemdasSeine’–atranslation advertisingthroughATMcash
ofSuumCuique,‘toeachhis machinesintheUK.Thecampaign
own’–washungoverthegates –throughadvertisingsolution
oftheconcentrationcamp, atmAd–istargetingpeoplewith
Buchenwaldnearthecityof thelatestflightoffersfromEast
Weimar. Midlands,Manchester,
Theadagencythe BirminghamandCardiffairports
companieshiredwasapparently andincludes850,000individual
unawareoftheslogan’s one-to-onetransactionsonATMs
historicaluseinGermany.Inthe closetotheairports.Italso
past,telephonecompanyNokia, includesa‘bookyourcheapflight’
grocerychainRewe,BurgerKing reminderon212,500receipts.
www.dmi-news.com January/February2009 17
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