According to Colby & Partners, the Beverly Center is an eight-story mall in the heart of Los Angeles whose "trend-setting clientele thrives on looking and living differently from other people." And these insecure people seem to be eager
Published on Jun 29, 2005
According to Colby & Partners, the Beverly Center is an eight-story mall in the heart of Los Angeles whose "trend-setting clientele thrives on looking and living differently from other people." And these insecure people seem to be eager to go to www.amiordinary.com to reaasure themselves that they're not. To help them get there, Colby has an imaginative campaign based around "first-person statements," which, besides outdoor boards, is loaded with guerrilla strategies: mirror clings in night clubs, cafes and dressing rooms; sidewalk clings in high foot-traffic areas; telephone pole signs; coffee sleeves; and gym towels and clothing. The website, however, is the centerpiece of the campaign, where people can view the often droll answers to every statement in the ads. There's also a quiz to help them figure out just how ordinary they are or aren't, along with an advice column, and e-cards, screensavers and other viral elements. But will the ads really drive Beverly Center types to the web? Or is the logo in every ad big enough so it doesn't matter? ECD Rick Colby says the logo surely helps, but the work is a sure web-driver, thanks to local familiarity. "For the past few years, we've been running a campaign for Beverly Center themed 'A life less ordinary.' This was developed based on the idea that since Beverly Center has more one-of-a-kind stores and merchandise, shoppers can find things that make them stand out from everyone else. The new outdoor was created as an extension of this campaign, and it's designed to work on its own or in conjunction with the website. I agree that a campaign that relies on someone going to a website to make sense of it is asking a lot of consumers. However, because this campaign has been running for years, the boards work on their own for our audience. Although the campaign has only been up a short time, it's greatly exceeded expectations as far as awareness and clicks go, and, most importantly, it's helped achieve double-digit sales increases." That's not so ordinary.