Eleanor Trickett picks the lastminute.com Post-It note that was
stuck in the Evening Standard’s Hot Tickets magazine two weeks ago.
’I know we’ve all seen Post-It notes before, but the placing of the ad
in Hot Tickets stuck out (excuse the pun) because, compared with its
predecessors, it took a much less scattergun approach.
’Going to the nightlife section in Hot Tickets I was immediately
confronted by the note slapped on to the restaurant section. The note
read: ’Make this ad the only thing you take away tonight,’ suggesting
that I visited lastminute.com for easy online booking - which I did.
’I’m sure that, given the number of people who must have seen the ad if
the Post-It note-bedecked tube carriage I was travelling on is anything
to go by, I wasn’t the only one to have used the service.’
Medium Hot Tickets magazine (free with the Evening Standard)
Media planning and buying Richard Peters at New PHD
Creative Tom Spicer and Sergio Martin at M&C Saatchi
Brief Make the medium fit in with lastminute.com’s
proposition,persuading Hot Tickets to rearrange its editorial to
accommodate the message