In its campaign to provide "reality" information to kids who smoke or are on the verge of getting into it, ad agencies Arnold/Crispin Porter + Bogusky decided to reach teens with Broadway-esque, spoofy, web-centered theater bannered "The Sunny Side of Truth"--with story-telling at the heart.
I love the media strategy, as described in Communication Arts:
"Today, The Sunny Side campaign is using the Web, social networking sites, iTunes, and mobile media to communicate its message. Instead of trying to tear teens away from their MySpace pages, The Sunny Side features pages on MySpace, Bebo and Hi5."
To be relevant, you have to live where they're living.
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