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When Advertising to When Advertising to Advertisers Invades Advertisers Invades the Public Spherethe Public Sphere
Picture it. April 2008. The Great Recession is well underway and network upfronts are a few short weeks away.
In a climate where the unemployment rate is steadily increasing and consumers are tightening their belts, how does a network tout the spending power of its audience to potential advertisers?
If you’re a network exec at Bravo or Oxygen, there’s no need to worry. Your audience consists of Affluencers, trenders, spenders and recommenders.
During the 2008 upfronts, Bravo and Oxygen launched campaigns to rave about the spending power of their audiences.
In a bold move, they took their message beyond the pages of trade magazines like Ad Age.
They took their message to the streets in the form of subway ads.
2008 Upfront Ad
2008 Upfront Ad
Pardon the blurriness. This subway poster communicates the following:
• High recall
• Intent to purchase
• Word of mouth
• Pays attention
• Engaging content + Cable’s best audience = POWERFUL ROI
What other straphangers had to
say•“Wow. Every once in awhile, you get to
see behind the curtain.” – Rxb
•“Media buyers live in my nabe?” – carynsolly
2009 Upfront Ad
2009 Upfront Ad
During the 2010 upfronts, Bravo and Oxygen tweaked their ads by minimizing the emphasis on shopping.
2010 Upfront Ad
In 2010, Bravo kept it low-key with smaller ads
and focused on its programming content.
2010 Upfront Ad
Image via: carynsolly
Text
That’s a huge difference from its 2007 ad in which Affluencers are portrayed as multi-tasking compulsive shoppers.
Who would want to be an old, dowdy Lifetimer when you can be a stylish member of
Generation O?
These frames were taken from an Oxygen banner ad featured on Gawker.
For more examples…
•Advertising to Advertisers Flickr set
•Advertising to Advertisers Tumblr blog
Further reading…
•Turning the “Bravo audience into a brand unto itself…” via: The ARF
•Rob Walker’s The Product Is You
Presentation by: Gladys Santiago
Blog: Product Displacement
Twitter: @gladyssantiago
Flickr: Photostream