Lane Advertising in Marblehead, Mass., last week unveiled six radio ads for its newest client, Lids, a 150-store hat retailer based in Westwood, Mass.
The light-hearted, 60-second executions made their debut on WJMN-FM in Boston, WPHI-FM in Philadelphia and WHTZ-FM in New York.
Pop stations are being used in each market because the client wants to "bond" with its target audience of 12-25-year-olds, said company founder Ben Fischman. Young consumers strongly identify with their favorite radio station, he said. By buying one station in each market, the client hopes to ensure that its target audience will similarly identify with Lids, Fischman added.
The ads use the tagline, "Lids: making your head a better place." The executions take the form of a bogus talk show hosted by Johnny "Lids" Lidswicki, who fields strange questions about headgear. Brand names such as Reebok, Starter and Zephry Graphics, which are available at Lids, are heavily promoted.
"We're telling you that Lids is the umbrella for the other brands we carry," Fischman said.
Penned by freelance writer Geoff Currier, with placement handled by Lane media director Karen Bisegna, the ads are slated to run through the Christmas season. The size of the media buy was not disclosed.
Lids had handled its advertising in-house but recently chose the four-person agency because it "wanted a creative boutique" for its first large-scale campaign, Fischman said. The company is still handling print ads in-house but is considering also assigning those duties to Lane, he added.
Aigner Associates in Belmont, Mass., is handling public relations and promotions for the client.