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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.
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