MEDIA CHOICE: Peter Duckworth, Virgin EMI’s managing director, commercial marketing, chooses first-e’s poster advertising

’Among the confusing clutter of dotcom advertising it was a nice surprise to notice one of them.

’Among the confusing clutter of dotcom advertising it was a nice

surprise to notice one of them.



’I’m referring to the poster campaign for first-e, the internet bank, in

which special outdoor ads have been created to convey the key creative

propositions. One of the sites - a backlit 96-sheet designed to look

like it is being raised by a large jack - uses the height of this

special build to convey how first-e has ’pushed the interest rate as

high as possible’.



’The other one I saw plays upon the building work happening behind the

poster with the headline: ’You won’t believe the interest in this site.’

These ads and the clever use of the medium made it clear that interest

rates are very high.’



Client first-e

Medium Outdoor, TV and press

Media planning and buying BMP Solutions in Media

Media Planner Mark Holden

Media buyer Matthew White

Poster specialist Outdoor Connection

Creative agency J. Walter Thompson

Brief Communicate key propositions and innovative brand values