Australian Financial Review alters logo for Mercedes-Benz campaign
Fairfax Media’s Australian Financial Review has moved away from its blue-coloured logo to a black back-drop today, as part of an advertising stunt with Mercedes-Benz.
The campaign sees the Financial Review’s logo altered with a black back drop and the car brand’s symbol.
The ad, which appeared today
On the bottom of the front page, an ad with the blurred out lights of a car reads, ‘Ready to push the limits?’
It comes the same week as the Mercedes-Benz Fashion Week and will run today only.
Matt Rowley, Fairfax Media’s chief revenue officer, told Mumbrella it was a campaign first.
“The execution is a media first for both Mercedes and The Australian Financial Review,” Rowley said.
“Mercedes challenged us to provide them with new and innovative ways to reach our affluent audience with big impact – and we delivered. The strong creative and simpatico of the AFR and Mercedes brands makes it work.”
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Innovative?
A black colour band and a logo placement.
That’s why they’re paid the big bucks?! Ha ha!
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The Fin is losing its relevance as it slims down under the onslaught of other options on the web. Its writing team is not what it once was. You’ve got to make money somehow … so sell one of your most valuable assets—the masthead. How long can it be before they are sponsored by the Daily Planet or other houses of ill repute.
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Not a first, not even for the AFR in fact.
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