LABATT CONTINUES OUT OF THE BLUE CAMPAIGN
By Adnews Staff
Labatt Breweries of Canada is launching a new component to its 1998 "Out of the Blue" campaign, talking washrooms. Using a new form of advertising technology, the brewery is utilizing audio billboards to create an interactive billboard campaign. The audio billboards were created by Zoom Media of Toronto, an indoor advertising supply company. The new campaign builds on the spontaneous fun of the "Out of the Blue" campaign. The "talking billboards" are activated by a change in light. When a patron enters the stall or steps in front of the poster, the sensor is activated and the system kicks in playing the audio. Two parts are contained in each creative, a poster and an audio clip. Labatt is running its talking billboard ads in over 150 bars and restaurants across Ontario. The campaign will include four different creatives that will be launched throughout the summer. The four creatives include: an answering machine, a taximeter featuring road trips, a hospital sign and a slot machine. The creatives for the new billboard campaign were designed by Toronto-based Ammirati Puris Lintas.