Billboard Campaign Helps Catch Criminal At Large for Over a Decade

My fiancee and I noticed this billboard on I-95, on the east side of Baltimore this past President's Day. So she hopped on the website, eastcoastrapist.com, the moment we got home and visited the site several times over the next few days. This billboard was one of many posted from Connecticut to Virginia, targeting the criminal who'd been dubbed "The East Coast Rapist," and the site had received more than 71,000 hits by Friday night. Well, mission accomplished. Because according to this article (and subsequent follow-up articles) I read on The Sun this past Saturday morning, the suspect, Aaron Thomas, who had been at large for more than a decade, was arrested in less than a week.

How'd they do it? Simply. Law enforcement officials combined a very wide billboard campaign with an informative, but simple website and apprehended a criminal they'd be trying to catch since the 90s. Now granted, this was one particular case that involved an incredibly heinous series of crimes, so people would have a much stronger compulsion to give any information they might have, compared to a campaign for say Arby's or Canada Dry. But the combination of coverage, simplicity and timing yielded exactly what they were looking for--an arrest. Which makes me think you're going to see a lot more of this tactic in years come.

So quickly, why should advertisers be paying attention? (After all, that is what this blog is about.) In this day of digital media and integrated campaigns the multi-tiered approach is by far the most effective way to reach almost any target audience. But most importantly, you need to deliver one simple message, and if possible a message that reaches your audience on a deeper level. Again, "Made with real ginger" and "Big Beef 'N Cheddar" probably aren't going to evoke an emotional response from people (okay, most people, because as you well know the BBNC is awesome), but you can neatly and effectively use outdoor and print to drive your audience to the Web, where you have much more real estate. And being that the consumer has already taken the time to go to your Web site, they're obviously willing to spend a little more time with your product. So that's where you give them the stronger sell. But still don't fall into the trap of making the enormous "Why You Should Buy Our Crap" list. Keep your copy straight-forward, simple and palatable to reader.

And finally, timing. This was an investigation that had been going on since Friends was still on TV. I'm assuming investigators weren't sitting around one day when one said, Hey what about billboards and a Web site? There was a well thought-out strategy behind this, and the result speaks for itself. Any campaign you're going to invest your money in should have an intelligent strategy behind it as well. Otherwise, you're just blindly throwing money at a problem simply because you'd already bought the ad space.

But back to what's most important. Congratulations to the fine people at the FBI. I know many, many people, my fiancee included, will sleep better at night.

--George C. Convery, Copywriter

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Intern Sweatshop: Boobvertising!?!

We just want to say that our intern came up with this topic all on her own, after doing extensive research, and had no prompting from any of us. Although we did discuss the title with her at length. All kidding aside, she does delve into an issue close to her heart, while drawing attention to an interesting campaign being run right here in our own backyard. Enjoy.


So that’s the trick to capturing this audience’s attention. Now things are starting to make sense. When exactly does objectification of the female body cross the line of morally acceptable and ethical advertising?

I have found busty ads that I consider controversial and one that takes a completely new and unique approach to advertising focused on “the girls.”

Does the slogan “Life’s Short. Get a Divorce” ring a bell? This billboard, featuring a scantily clad duo in provocative positioning, created quite a stir a few years ago. The ad was conceptualized by Chicago divorce attorney, Corri Fetman.

Fetman created so much buzz with the racy advertisements that she was forced to take them down. She then resorted to plastering the images on box-trucks to be driven around Chi-town. Fetman also claimed to have been the busty woman in the ads; it was no surprise she was later approached to pose in Playboy Magazine. Shockingly, she accepted the offer.

Another advertisement, for a procedure some consider inappropriate and many consider a great contributor to the objectification of women, is this one centered on breast implants.

It is not the content of the billboard that is the problem here, and sure, the imagery used is, well…a little risqué. But the real issue here is that this billboard was placed directly outside of a military base in Morongo Valley, Ca—a base populated mostly by males. Yeah.

I suppose it is assumed that while soldiers are leaving the base headed home, this advertisement would motivate them to purchase their girls at home a lovely set of…well…girls. I can’t wait to welcome back my soldier with a loving hug, a warm, home-cooked meal and my new efforts at becoming a Pam Anderson look-a-like, DDD’s and all. “Welcome home, honey. Thanks for the gift.”

The sheer concept of targeting this billboard towards men, positioned in a place where mostly men would see it, seems to be what I like to call the “bissue” – the big issue. Alright advertisers, let’s think this one through. How do you suspect a man would propose the idea of implants to his girl? “Oh honey, I saw this ad today for a boob job on my way home from work and immediately thought of you.” SLAP! Now ladies, if you want to enhance your bustline, go right ahead. I am all for it. But if your man is the one making the suggestion, well, your fist hurts even more when holding a roll of quarters.

On the flip side of all of this, I found an ad campaign that is entirely focused on women’s breasts but is done in a tasteful and professional manner. It purposefully causes some excitement, but that’s only temporary until one learns who is behind this campaign.

I was driving through Baltimore city when I noticed a sign similar to the one above. I was completely shocked. So, I went home and googled the tagline. Bingo, I responded in exactly the way viewers were supposed to. I succumbed to this example of effective advertising. And here is what I learned.

This new campaign is implemented by the Maryland Affiliate of Susan G. Komen for the Cure. Signage like the one above has been placed all around Maryland trying to rally support. The organization has also released other forms of advertisements to get the word out.

According to a press release from the organization’s Development Director, Lenore Koors, the campaign is “based on the premise of ‘telling your story’ and the physical and emotional connection to local breast cancer survivors and co-survivors.” These pro-bono marketing services were provided by PUNCH of Sykesville, Md., says Koors, as an attempt to let the “Thousands of Maryland breast cancer survivors know they are not alone in their fight and to offer them the opportunity to tell their stories – firsthand accounts of their struggles with this disease, their treatments and their successes.”

This concept was to include ten local survivors who were chosen based on their stories submitted to the organization’s website. These women provide real life case studies to be used in the campaign. They were also photographed and filmed for PSA and webstory materials. Koors adds that these women are the “Faces of this campaign, and the faces of hope.”

The organization also has a facebook page where other women can share their own empowering stories and submit pictures of themselves, yes indeed, supporting their own local breasts for a chance to win some fun Komen prizes.

http://www.facebook.com/komenMD

Check out some of the ads seen around town:

I personally like this campaign and the organization’s approach to capturing attention. With these innovative headlines and strategically centered images, Komen Maryland is driving the point home that breast cancer support is the most important thing to beating this horrible disease.

But I have to wonder, is this campaign acceptable to me simply because of the nature of the organization and because this is a good cause? Or is this a creative, tasteful and well thought out spin on what so many beer companies and car magazines having been doing for decades? After all, in advertising there is such a thing as too much boob. But as far as this campaign goes, those girls at Komen have this girl’s support.

-Amanda Gazi, Creative Department Intern

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Intern Sweatshop: Use Only What You Need

Brandon Musso, Creative Department Intern

David Ogilvy once wrote: “I have a passion for landscape, and I have never seen one improved by a billboard.” Seeing as there is enough advertising clutter out there anyway, I completely agree that billboards popping up all over the countryside are unsightly and monotonous. Once in a while, however, a billboard will stand out for breaking barriers and sending a positive message. Though you may hate the medium, there are billboards that are so creative you almost forget you’re looking at a thirty-foot metal obstruction. Plus, if the message is promoting being eco-friendly, it’s almost balanced out, right? Take a look at this clever billboard from Eskom, a South African electric company.

Though it could be argued that the billboard is only effective 50% of the time, the message is still effective during the day. The spot works visually by only using the space that’s needed. Apparently, this billboard won a Grand Prix at the Loeries, which is surprising seeing as the company is basically telling consumers not to use its product. It also seems Eskom is not well liked by locals in South Africa, so this was a smart move that will hopefully cast the company in a better public light (pun intended).
It immediately reminded me of a campaign I saw for the Denver Water company from the Colorado based Sukle Advertising & Design. The company wanted to break through the clutter and tell its customers to “use only what you need.” I daresay it was effective:

Pretty literal and definitely outstanding. I applaud the campaign for turning your typical loud, colorful, obnoxious billboard into art with a message. To find out more about the Denver Water campaign, check out www.useonlywhatyouneed.org

Brandon Musso, Creative Department Intern

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Logolicious

Driving down I-95 Sunday, my old lady and I spotted this billboard:


I originally didn't like this ad because it was so hard to read that I nearly slammed into the jersey wall. After my wife and I took turns trying to pronounce "Hungergency", like a poor reenactment of the nitrous oxide scene in Black Sheep, it dawned on me that the ad was actually kind of ingenious.

First, we spent the rest of the car ride home talking about it. That conversation was ultimately cut short by me actually reenacting the scene from Black Sheep starring me as both Chris Farley and David Spade.

She laughed but I don't think it was with me.

More importantly, without any mention of the product or brand, we instantly associated this ad with Snickers. Mostly because they do a good job of carrying their logo and font design from product packaging to a different medium. Just goes to show how important your logo is. It can elicit instant brand recognition or you could end up here.

You could always get a new logo design from these guys, but I question their ability to tie their shoes with a website like that. I'd let them know, but apparently they don't want anyone to contact them.

Logergency? Why wait? Get Renegade. (ed. note: Way to work in a call to action, shill.)

Got any funny words that you've made up? Leave them in the comments so I can take credit for them.

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Tasteful Chicken?

There’s no genius advertising in this campaign, just a guy in a chicken suit on the side of the road holding a sign and waving an American flag. But according to the Woodland Park local government, he's in bad taste--and in violation of state sign laws. They want him gone.

As a copywriter, what grabbed my attention was a quote in the Colorado Springs Gazette from Wild Wings ‘n Things owner Lisa Branden, “He is my main source of advertising….He is my primary method for letting people know I am here.”

Someone sell these people a freakin’ sign!

Further research uncovered an article in this week’s Mountain Jackpot, in which Chicken Man attended a local town meeting along with 100 other Woodland Park, Colorado merchants, some wearing t-shirts with the slogan “Don’t Choke Our Chicken” to show their support.

This somewhat silly story starts with the issue of tacky advertising and launches into issues of freedom of speech for advertisers and whether legislators have the right to regulate bad taste.

This past spring, these billboards in Chicago and Glenview, Illinois, respectively, were taken down due to public outcry.
With regards to the FGA Law billboard, according toWBBM Newsradio 780, the issue of poor taste was not directly addressed by local government as the firm did not have the proper permit for a commercial sign in that location anyway. In other words, the slimy message was not what got the ad pulled; it was the bureaucracy--which one could argue has a special brand of sliminess all its own.

For the moment, it looks like Chicken Man will maintain his snowy post, but this is apparently a growing issue from the Second City to bedroom communities tucked into the Rockies.

Maybe Wild Wings ’n Things founder Mike Morris said it best, “I think it’s a freedom of speech issue. I think we should be able to walk down the street in any costume we want.” Maybe not.

What did Chicken Man have to say about all of this?

According to the Colorado Springs Gazette, Branden stated, “He does not talk. He’s a chicken."

Captain Awesome, Project Specialist

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