Posted in Outdoor | 21 April 2009 | by D/C
The Western Railway Museum, located near Fairfield, CA, is dedicated to preserving the heritage of, specifically, electric trains – the big ones, not the mini-replicas from Lionel – which, as some lucky local kids know, you can actually ride at the museum’s scenic property.
To spread the news about this Bay Area jewel, the folks at AC Transit, responsible for East Bay bus service, offered the museum 300 free bus ads. That’s when Executive Director Phil Kohlmetz turned to D/C for creative. And when AC Transit saw the work, they upped the donation to 900 ads, in order to run all three versions on every bus. And now, Kohlmetz reports, other local media vendors are clamoring to get in on the giving. All aboard.
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Highway 395 is a long, congested stretch of asphalt connecting the greater Los Angeles area with Mammoth Ski Resort. If you ski at Mammoth, you drive that road. And if Mammoth has a problem, it’s that they roll up the sidewalks when they shut off the lifts. So D/C’s crack media department bought boards up and down 395, and D/C’s ace creative department put together a series of tongue-in-cheek ads trumpeting Heavenly’s non-stop nightlife. The result? Angelenos traversed over in droves.
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While Hard Rock is aggressively expanding into hotels and casinos, this rockin’ fork, created by D/C, was designed to promote the restaurants. In fact, after first appearing in selected U.S. outdoor, the fork has proved so popular among non-U.S. franchisees that it has become the global advertising icon of Hard Rock Cafes, wordlessly summing up the idea of a rock ’n’ roll restaurant. D/C picked up the Best of Show prize in the competitive San Francisco ADDYs for it.
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Sure, you’re thinking: “Not another wine ad with Arnold Schwarzenegger in it!” But this comprehensive print/online/outdoor campaign targeted at Clos’ 25–35-year-old female target and developed by D/C, helped the Sonoma County winery terminate the competition and pump up from a 700,000 case brand to two-million-plus a year.
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D/C targeted a limited out-of-home ad campaign around the headquarters of large retailers on whom the sales force would be calling. The result was both an increased perception among buyers that “crunchy” old Birkenstock was a serious player in the industry and increased sales.
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