Retailer buys ad space in crossword puzzle

How do you reach senior citizens to tell them about your department store’s sweet retiree benefits? Take out ads inside crossword puzzles, which they play endlessly—at least in Brazil. In a neat little media buy, Ogilvy bought ad space inside a crossword puzzle for department store Magazine Luiza. “Retirees are the main audience for crossword puzzles in Brazil,” the case-study video points out. The audience couldn’t skip the ad, because they needed the solve the clue to finish the puzzle—they even had to write down the retailer’s name.