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CAPTIVE AUDIENCE

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A little motion could go a long way in helping to get consumers to pay attention to ad messages.

That was the thinking behind MediaCom's decision to place Johnnie Walker ads on Captivate, a service that operates TVs broadcasting news, entertainment content and ads in elevators in office buildings around the country.

"We find that people are really attracted to the other, more tradi tional out-of-home ads, such as what appears in subway stations and inside the trains," said Richard Nichols, svp, group director on Johnnie Walker at MediaCom in New York. "People like to think about ideas when they're moving, and that's what the ads do."

Ads for the brand will appear in elevators in 112 buildings in New York, Atlanta, Boston, Los Angeles, San Francisco and Stamford, Conn. The work, which begins airing this week, will run for two months.

Johnnie Walker is the first spirits maker to advertise on the Westford, Mass.-based service, and joins market ers such as Gillette, AT&T, Chrysler and Continental Airlines, noted Nichols.

The Captivate ads, created by Bartle Bogle Hegarty in New York, ask riders if they're "going up." If so, the work implies, they'll want Johnnie Walker. The executions will appear along the bottoms of the TV screens every 10 minutes, from 7 a.m. to 7 p.m., Nichols said.