QXL.com is using Admedia’s poster sites to catch men in the
lavatories of service stations across the country.
Europe’s largest auction dotcom has bought Admedia’s Eyesite washroom
panels in 126 motorway services run by Granada, Roadchef and Welcome
There are four executions of the orange-and-blue posters. They promote
the offer of an Encyclopaedia Britannica CD-Rom, video games or
Blockbuster video rentals to people who register with QXL.
Web users need to key in a special code when they log on to the QXL site
to qualify for their free gift. This code is printed on the posters.
Admedia is predicting that the posters will be seen by four million men
for an average 55 minutes during the four-week campaign. Research has
shown that up to 85 cent of male businessmen and leisure travellers use
the washrooms when they stop at a service station.
Admedia has run Eyesite campaigns for Freeserve, Buzz.com,
EarthPort.com, BT Internet and a direct response push for RealWorld
’Motorway services deliver a huge web-literate audience that not only
recalls the advertisements but actually acts on the offers available,’
said Admedia chief executive Philip Vecht.