ABC Canada promotes fundraiser to media buyers
By Adnews Staff
The Toronto-based ABC Canada Literacy Foundation has begun a promotional campaign intended to encourage media buying companies to participate in an annual fundraising event called The Gutenberg Media Grab. During the event, media buyers can purchase discounted media space donated by magazines, newspapers and outdoor companies. The campaign, developed by ACLC, consists of trade advertising, online banners, invitations, postcards and posters in agency washrooms. The creative consists of side-by-side ads aimed at "Media Minnows" and "Media Fat Cats. The Minnows ad reads, "Prove once and for all that the bigger they are, the harder they fall," while the Fat Cats ad reads, "It's time to show the little guys why they'll always be the little guys." The intent, according to the agency, is to encourage firms of varying sizes to compete to purchase the most space. The campaign also makes use of satirical voice messages about the upcoming event that will be left for media buyers nationally. "The challenge was to create a promotional campaign that was relevant to large media-buying agencies, smaller media firms and in-house media buyers," said Alex Dunsmuir, director of marketing at ABC Canada. "ACLC has created a compelling, inclusive campaign that is just the right combination of playful and cheeky, while still being informative enough to drive potential buyers to seek out more information." The Gutenberg Media Grab will run from April 24 to 28 at the website <http://www.abcmediagrab.ca>.