Target Audience: Professionals in the health research industry
Media Buy: Dioramas in the NIH Metro Stop in Washington DC
Rationale: STEMCELL Technologies wanted to generate awareness and generate leads from individuals taking the Metro to the NIH. They had never used Outdoor advertising before and thought it would be a refreshing idea to do something that people could look at on their daily commute rather than investing the same amount of money in a print ad that only subscribers would see.
Results: "Lots of great feedback. People would approach our reps at conferences and mention that they recognized our company from the advertisements they had seen on their commute, as well as an increase in the number of calls to our 1888 phone line.”
Sandra Lee- Marketing Assistant, STEMCELL Technologies Inc