Halo Picks BooneOakley for Vacuum Intro

BOSTON BooneOakley said it has been selected by Halo Technologies to handle ad support for the launch of the client’s Halo Ultraviolet Germ-Killing Vacuum.

TV, print, interactive and collateral will break nationwide next month, backed by a $20 million annual ad budget, the shop said.

Both client and agency are located in Charlotte, N.C., and the latter said it was hired following a shootout with an undisclosed shop. Sources identified that agency as Publicis Groupe’s Fallon in Minneapolis, which could not immediately be reached.

“It became apparent as we worked through the process that BooneOakley had the experience, passion and creative vision to ensure a successful national retailer launch of Halo,” said Halo vp, sales and marketing Jeff Collins.

Selection was based on launch strategy, media plan and spec creative.

BooneOakley president Phil Smith added, “This is the watershed moment—coming in on the launch of a national consumer brand that is likely to own its category within a year—that this agency has waited all its life for.”

BooneOakley, an independent, handles online and offline efforts for various clients such as Bloom Supermarkets, CarMax, First Charter Bank, HDNet and Nascar. The 30-person shop was founded seven years ago.