MOVE.COM

A promotional giveaway will get consumers’ attention. However, it may or may not do much to build the advertiser’s brand. This one ($250,000 toward the purchase of a house) does, because clever ads present it in a way that gives move.com a distinct personality. The client is a Web site that helps with all aspects of moving, from buying a house to getting utilities hooked up. In short, it’s a service people can use to make things a bit easier on themselves—if they’ve got a mind to do so.