20 November 2003,
MEDIA STUNT OF THE WEEK: 02 ?Hollywood? signs
02 may have sparked a media scramble for its £30m media planning and buying account, but out in the countryside it has achieved more of a ramble thanks to a few creative types donning their green wellies and searching the Downs for a few cashstrapped farmers.
Agency Pd*3 sent its troops over the stiles looking for non-traditional media opportunities to support the company's major TV, press and radio blitz for its ongoing Bolt Ons campaign.
The result was four massive "Hollywood-style" ads - 15ft high, 60ft wide and illuminated at night - which have been seen by tens of thousands of frustrated drivers with nothing better to do than sit in traffic jams and admire a cheeky bit of ambient media.
Not only can the ads on the outskirts of the capital, along the M25, M23 and the A40, be seen for miles around, they are in key areas that basically become moving car parks during rush hour - filled with commuters high on 02's wanted list.
"The hero medium is the TV ad and that will always be the case," said Dermot McPartland, founding partner at Pd*3. "But this gives it the wow factor."
Media Week understands the local authorities concerned were not so enamoured with the idea but the agency managed to get around planning laws because of the temporary nature of the signs.
And, for four lucky landowners, that means they may not have to be in such a rush to get their cows to market, having been paid media rates for the use of the land.
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