Analysis: Sale Of The Week

Motorists tearing around Vauxhall Cross, London’s prime poster site, this week will notice hundreds of wellington boots stuck to a 96-sheet.

Motorists tearing around Vauxhall Cross, London’s prime poster

site, this week will notice hundreds of wellington boots stuck to a

96-sheet.



No, it’s not a government scheme to provide free rubber footwear in case

of rainy weather - but an eye-catching campaign for Emmerdale’s website,

housed on Granada’s ISP www.g-wizz.net.



Tim Davis, head of strategy at Optimum Action had the idea, David Reid

at BMP OMD planned the campaign and Outdoor Connection bought the sites

from More O’Ferrell’s specials manager Richard Naylor. The foursome have

already run a poster campaign for Coronation Street’s website, featuring

three-dimensional flying ducks straight from Hilda Ogden’s

mantlepiece.



’We chose a spectacular 96-sheet campaign that would resonate with fans

of the programmes,’ explains Davis. ’If you watch Coronation Street or

Emmerdale then you’ll immediately understand what the posters are

about.’



According to Kevin Baverstock, head of sales for g-wizz, yet more wacky

executions are planned. He wouldn’t mention what objects they will be

sticking to posters over the next few months but assured Media Business,

in a slightly depressed tone, that the sites will undoubtedly be

’extremely expensive’.



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