Marketers Taking The Piss

Marketers Taking The Piss

I read an article in Marketing (November, 2007) that brought to my attention a real innovation.

According to Luke Berry, managing director of Innovative Solutions Oceania Group, the 18 to 30 year old market tends to be resistant to most advertising. A perfect way to target this segment is with the Wizmark Talking Urinal Cake.

Basically, these small devices are installed in male urinals and when activated a recorded message starts. Usually placed in bars, there are many benefits to this innovation…

+ You have roughly 45 seconds of undivided attention where there is usually no other advertising and no chance to change the channel.
+ It is likely the consumer will return two, three or more times in a night.
+ As someone who falls right into the target market, its definitely something I’d spread through word of mouth with clear viral qualities.
+ Research indicates that if placed in a bar, you would have a reach to 59% of people aged 18 to 39.

Tooheys recently launched a campaign with the recorded message saying…

“Thank you for your excellent DNA sample. Please submit another sample after your next Tooheys Extra Dry Platinum. See you soon.”

Ambient marketing brilliance?
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