MEDIA CHOICE

By PHIL GEORGIADIS, a founding partner at, campaignlive.co.uk, Friday, 22 October 1999 12:00AM

Phil Georgiadis, a founding partner at Walker Media, chooses the ambient campaign for the Sega Dreamcast, which is currently appearing in certain men’s toilets. The campaign, based on the idea that we all love to compete, is running in trendy restaurants and bars around London, including Little Havana and the Zoo Bar.

Phil Georgiadis, a founding partner at Walker Media, chooses the

ambient campaign for the Sega Dreamcast, which is currently appearing in

certain men’s toilets. The campaign, based on the idea that we all love

to compete, is running in trendy restaurants and bars around London,

including Little Havana and the Zoo Bar.



’We British love our toilet humour and Sega isn’t the first to exploit

the media opportunity.



’However, I was in Circus the other day and was amused and impressed by

the comprehensive media ambush of the high-tech trendy urinals.



’I gather that Dreamcast’s strategy is about bringing out the

competitive streak in us. Well in this environment it will work every

time!



’I wonder what they’re doing in the ladies.’



Client: Sega, Dreamcast



Medium: Ambient advertising in men’s toilets in London bars



Media planning/buying: James Hart, Melinda Athinodorou, Carat



Ambient agency: CPA



Creative: WCRS



Brief: Raise awareness of Dreamcast at launch, building on the theme of

our natural desire to compete, even in everyday situations.



This article was first published on campaignlive.co.uk

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