The full content of the letter is:
I was delighted to be included in Brand Republic’s recent coverage of the online debate created by the latest ad campaign from The Times.
Before the paper was revealed as the mystery advertiser I - along with many others - was busy discussing the unbranded campaign, which featured images ranging from Barack Obama to a boy in swimming shorts.
For those not in London that week, the ads were placed at over 70 commuter stations across the capital, as well as in The Financial Times, The Independent, City AM, Metro, thelondonpaper and, of course, The Times.
All it took was one posting on my personal blog to prompt a rapid and wide ranging response from people both inside and outside the industry, all guessing at who the mystery advertiser might be.
The campaign’s aim was to make people question and think - a goal it clearly achieved. But I believe the real lesson to be learned might lie elsewhere.
While any campaign that prompts your competitors to engage in immediate copycat activity (as this one did) must be seen as a success, doesn’t it all say more about the importance of blogging in today’s digital age than the effectiveness of unbranded activity?
Richard Lamb
Search Manager
Zed Media
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