Sydney dust storm leads to tactical advertising bonanza
Yesterday’s Sydney red dust storm brought out a crop of tactical print ads this morning.
A wraparound in The Daily Telegraph attracted support from several advertisers. They included:
- Telstra, building on its “Time to call your mum?” positioning with “How do you get red dust out of white pants?”
- Viva glass and mirror wipes (which also appeared in the Sydney Morning Herald);
- Bankwest “We see the world in orange. We wanted you to see it that way too.” (Curiosuly, Bankwest also ran an ad in the SMH, opposite Viva’s, but carried one from an ongoing campaign unrelated to the storm )
- Vanish: “Great for stains. And dust storms.”
Within the Tele itself, there is also a Windex ad using almost the same concept as the Viva one. And Omo proclaims: ‘A little dirt isn’t the end of the world.” Visa took a full page promoting it as the ideal means of paying at the car wash.
The SMH also featured an orange-tinted ad for the Subaru with the message “Whatever the weather’
Yesterday McCann Sydney organised a live read on Austereo stations Triple M and 2Day FM for Midas car service centres.
There were also adverts running on WS FM yesterday afternoon for some sort of nasal spray to flush out the dust.
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BankWest have ads on Nova 96.9 which are just one of the breakfast people saying one or two lines, because they just read the lines live, they mentioned the dust storm as it was happening. Can’t remember what it was, but I remember it was Bankwest!
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Advertisers have long been experts at bulldust after all…
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Clever. Wish I was this quick on the uptake. I woke up and thought the city was burning down!
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It’s great to know that there are some quick thinking ad reps out there. Those who took the opportunity delivered from the act of god to sell spots in daily ad mediums ought to be congratulated.
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So is Orange the new Red?
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just shows the immediacy of print….even in the digital age, print stills delivers
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Don’t discount the digital pete. just check todays weather and Zyrtec’s response
http://weather.smh.com.au/local.jsp or
http://weather.news.com.au/ind.....ews.com.au
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GOA billboards used their digital billboard on Abbottsford Rd to point out…
“Highly visible – even in the dust” and it definitely was.
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Hey Dan…. seeing the dust storm was yesterday and being digital has the to the minute live advantage, couldn’t have smh acted on it yesterday?
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Renee, good point & trust me we tried! Small matter of therapeutic goods approvals got in the way.
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Ah, always the third parties spoiling the opportunities!!
We’ve seen some pretty cool digital ads where it engages the visitor by ‘wiping’ the screen to reveal the page (fog, dirt, rain etc) but no one took that one up yesterday! Ah well, lucky they say these dust storms are now going to be a common scenery in state…
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I didnt think the copywriting on the Visa ad made sense.
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