Black n' Red sets sights on Edinburgh with new campaign
Black n' Red sets sights on Edinburgh with new campaign
Thousands of Black n' Red notebooks will be dished out in Edinburgh this week as part of a marketing drive "to get the brand in hand".
The giveaway is part of a UK-wide campaign for the brand which has been created by Manchester agency Momentum and is running for the next three months across outdoor sites, in press and on taxis.
Around 10,000 notebooks and diaries will be handed out in Festival Square, outside the Omni centre and with copies of Business 7 magazine.
There will be a burst of Black n' Red campaign activity in the Scottish capital to support the giveaway, with the brand adorning the front wrap of the Metro, outdoor 48 and 96 sheet posters and taxis.
Momentum planning director Ben Leonard said: "It's all about getting the brand into people's hands. The client really loved the idea of doing something different so Edinburgh is a test upweight for the national campaign. If it's a success we can roll it out into other cities.
"We chose Edinburgh because it's got a good concentration of companies - legal, financial, media, creative and blue chip businesses - which we can get the brand in front of."
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Comments
We noticed a really good advert for Black n' Red near Haymarket station. Perfectly simple- it said 'endless battery life' or somethings... need to take a picture!
(Ambergreen Internet Marketing)
Giving away product works if said product is then consumed quickly, like food and drink samples, prompting a subsequent purchase. It would take me months to get through a notebook and even then I'll simply head down to WH Smith to get another and at the right price.
agree with anon 12.32 the two outdoor executions at haymarket are perfectly simple - they look really good
right target audience (Festival sqaure can be a little sparce of footfall at times though however!!)
Simple enough - the promotion does exactly what it says on the tin.
The proof will be if it sells more note books - how many targets will order from the stationery catalogue.
Nice visuals - the comparison to a laptop don't quite hold water though does it?
comments
Giving away product works if you like the product and therefore are more inclined to buy it next time round.
I know it may only seem like stationery but Black n’ Red notebooks have a surprisingly strong loyal following.
The sampling idea is no more complicated than leveraging our Ad campaign to drive trial with the knowledge that a proportion of those sampled will join the Brand followers.
And on the comparison with laptops, we’re just borrowing recognised language and visual treatment to emphasis that Black n’ Red is the original notebook.
Not meant to be literal.
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