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. It’s a little harder to reach older people in the U.S., since it’s tough to procure ad space in Sudoku puzzles or on the backs of protest signs demanding Obama’s birth certificate. Via Ads of the World.
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