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.’