Automotive Report: Alternate Routes

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Bill Ludwig, executive creative director at IPG’s Campbell-Ewald, unwinds a satisfied smile when he remembers how C-E and its client, Chevrolet, “owned” a Daytona 500 race a few years by using a very non-traditional approach to marketing—and that it cost less than $5,000.

“We noticed that the cameras, when they followed the cars, would sweep across the fans who lined the edge of the infield,” says Ludwig.

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