ANALYSIS: SALE OF THE WEEK

Your client would have to be Twisted to buy ad space that is hidden somewhere its customers are not supposed to go.

Your client would have to be Twisted to buy ad space that is hidden

somewhere its customers are not supposed to go.



That is what John Owen, head of Starcom Motive’s internet division

Starcom IP, Leticia Garcia, Starcom Motive media manager and John Baines

from creative shop Lateral, figured when they came up with a new-media

advertising gimmick for Levi’s Twisted range.



They pitched to Anne Bonew, direct-to-consumer marketing manager for

Levi’s Europe, and the result was an ad (the first of its kind) that can

only be seen when an internet user keys in a web address

incorrectly.’Levi’s only does things that are a bit different,’ said

Starcom IP digital media assistant Matthew Simpson. ’It doesn’t get

involved in banner advertising.’



The snappily-titled ’404 error message page campaign’ broke across the

Yahoo! Europe network this month, thanks to a deal brokered by Ruth

Brownlee, senior sales manager at Yahoo!



With a number of different executions, only one thing would seem to be

missing from this new way of profiting from other people’s mistakes -

apparently, it is virtually impossible to track page impressions.



Got a potential sale of the week? E-mail Lexie.Goddard@haynet.com.



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