A little over a month ago I was at the Christopher Street stop for the 1 train heading Uptown to the gym. Like most days I was listening to my iPod Shuffle. As I walked down the platform towards where the front of the train would be I noticed an interesting billboard-esque ad on the side of the subway wall. It was a Target ad for John Legend's new live album.
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What was different about this one is that there is a little box sticking out with a plug in for your ear phones.
(click image to enlarge)
Being a curious human I thought, "what the heck?" Some music from the starts to play and within five seconds John Legend's voice kicks in, "Thanks for plugging in and checking out some of my favorite songs on my new live album...you can get it but only at Target."
I thought this form of advertising using digital media was pretty brilliant. While I haven't bought the album, the ad did it's job and got me to plug in to check out some John Legend music. My only real knock against the ad is the music/voice overdub was way too loud. Either put some form of manual volume control or make it quieter.
Agency: Peterson Milla Hooks (PMH)
Ad Age article: Target begs to be heard in John Legend Subway Promotion
Adios,
BiggieBurt
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