VIACOM, VICKERS & BENSON ARNOLD RELEASE RESULTS OF OUTDOOR CAMPAIGN
By Adnews Staff
An anonymous outdoor campaign created by Viacom Outdoor and Vickers & Benson Arnold received approximately 100,000 votes during its four-week run. Eleven executions presented yes-or-no questions on topics including fashion, sports, religion, music, gender and housing rights. The ads also displayed the <http://www.vote2day.com> Web site address. The ads ran on transit shelters, in TTC subway stations and on five billboards in the Greater Toronto Area. During the campaign approximately 10,000 visitors voted at the site. "We were able to demonstrate the real strength of the outdoor medium," said Viacom Outdoor's general manager Nick Arakgi. "With no offer or incentive and no named advertiser, sheer curiosity drove people to the Web site." Fifty two per cent of respondents were under the age of 25 and half of those were 18 years or under, said Arakgi. "These results continue to reinforce how well outdoor can reach a youth target, especially when coupled with an Internet call-to-action," he said.