Analysis: Sale Of The Week

Evening Standard marketing manager Nick Sheldon dreamed up the idea of sticking dog paw-prints across concourses at Victoria and Charing Cross Stations. The stunt is part of a teaser campaign to tell commuters that they can now surf the web to find a new job using its recently launched online recruitment site BigBlueDog.com - ’the job seeker’s best friend’. Geoff Lamport, the manager of Maiden Outdoor’s Supersigns division, sold the sites, PPL planned the campaign, while MediaVest handled the buying and MCA did the creative.

Evening Standard marketing manager Nick Sheldon dreamed up the idea

of sticking dog paw-prints across concourses at Victoria and Charing

Cross Stations. The stunt is part of a teaser campaign to tell commuters

that they can now surf the web to find a new job using its recently

launched online recruitment site BigBlueDog.com - ’the job seeker’s best

friend’. Geoff Lamport, the manager of Maiden Outdoor’s Supersigns

division, sold the sites, PPL planned the campaign, while MediaVest

handled the buying and MCA did the creative.



MediaVest has also bought spots in the Evening Standard, Metro, Daily

Mail, Mail on Sunday and Classified Week.



Back-lit six sheets in newsagents’ windows were bought through

Associated New Media’s outdoor advertising arm CTN.



The next stage of the media push will include ads on London radio

stations and various internet sites, including CharlotteStreet.com,

Soccernet, ThisIsMoney, Zoom and ThisIsLondon. Keep your eyes peeled for

more doggy stunts appearing around the capital until the end of

February. Try as you might, however, you’ll never spot the dog.



’There’ll be bouncing balls and leads,’ promises Sheldon. ’But consumers

will never actually see the big blue dog. We decided a big dog could

look aggressive, a small one silly and a cartoon dog frivolous, so in

the end we made him invisible.’



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).