DaimlerChrysler promotes Caliber in Montreal cafes
By Adnews Staff
DaimlerChrysler Canada is conducting a campaign for the 2007 Dodge Caliber using technology provided by Montreal-based IGotcha Media. The company operates a collection of 140 wireless tablets in 45 cafes, restaurants and other locations in the Montreal area. Customers can use these tablets to access the Internet. When not in use, the devices rotate through a series of 15-second commercials. The tablets also display banner advertising while in use. DaimlerChrysler Canada is using this inventory to promote the Caliber to its target market of 18- to 34-year-olds. The creative was produced by BBDO. “We are very pleased with the results of our online advertising campaign with IGotcha Media,” said Judy Wheeler, vice-president of marketing at DaimlerChrysler Canada. “IGotcha WebPads are an innovative medium that provides direct access to young adults, who are increasingly difficult to reach with traditional advertising.”