Admedia’s washroom campaign for Solstis targets weary drivers

Admedia, the washroom poster specialist, is running a nationwide motorway service station campaign for the Solstis energy drink, aimed at ’weary drivers’.

Admedia, the washroom poster specialist, is running a nationwide

motorway service station campaign for the Solstis energy drink, aimed at

’weary drivers’.



The drive, which broke last week, comprises 2,340 poster panels at 63

service areas. The ads will dominate washrooms, where they will be the

only posters on display.



Two creative executions will run in the campaign. SmithKline Beecham

hopes the straplines - ’Fight your eyelids’ and ’Alertness fast’ - will

appeal to flagging motorists.



According to research carried out in 1996 and 1997, 400 million people

visit motorway services every year, with 95 per cent visiting the

washrooms. Admedia estimates the Solstis campaign will reach 13.5

million males and 10.7 million females.



According to Admedia, the average male will spend 55 seconds looking at

its posters, while the average female impact time is 90-105 seconds.



The Solstis campaign, which runs until 23 April, was planned by MediaCom

TMB and booked through Posterscope.



The creative was produced by Ogilvy & Mather.