Page 122 - 100 Great Marketing Ideas (100 Great Ideas)

57 LOOK BEYOND THE
OBVIOUS

Most advertising managers simply book advertising space and
place the advertisements. In most cases, this is perfectly fine—
provided the advertisement is in the right place and says the right
things. However, it is possible to make the advertising more powerful
by considering the whole picture—in other words, by integrating
the marketing communications.

The idea

When the Orange cellphone company finally achieved full coverage
of Britain they decided to publicize the fact. The campaign, called
“Covered,” played around with the concept of covering things.

Orange wrapped over 40 sites, wrapping whole buildings in Orange
livery. They booked anything up to 16 consecutive 48-sheet billboard
sites (the largest size available) so that people would see nothing
but Orange advertising for anything up to a mile. They covered
whole floors in railroad stations with Orange advertising, and even
recovered all the seats in the Eurostar waiting room in Paris to
promote the service to Brits returning from France.

The campaign cost £800,000 in total (relatively cheap for a large
company’s campaign) but generated £2.73 million in return.

In practice

• Start with a good platform—a simple idea that everyone can

connect with and that serves as a focus for ideas.

100 GREAT MARKETING IDEAS • 113