Automotive Report: Alternate Routes

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Bill Ludwig, executive creative director at IPG’s Campbell-Ewald, unwinds a satisfied smile when he remembers how C-E and its client, Chevrolet, “owned” a Daytona 500 race a few years by using a very non-traditional approach to marketing—and that it cost less than $5,000.

“We noticed that the cameras, when they followed the cars, would sweep across the fans who lined the edge of the infield,” says Ludwig. “And Chevy had some of the top drivers, like Dale Earnhardt and Daryl Waltrip, who were like the rock stars of Nascar.”

So Ludwig dispatched his own “pit crew” to a local department store, where they bought bed sheets and paint.



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