AOL Time Warner Launches Major Cross-Platform Ad Campaign
AOL Time Warner has launched its first major cross-platform advertising campaign using its UK internet and magazine properties since its £1.15bn acquisition of IPC Media last year (see AOL Buys IPC Media For £1.15bn).
The deal, which was brokered by OMD UK, will see Citroën develop a family themed ad campaign to promote its new C3 car across AOL UK’s internet channels and IPC’s Practical Parenting, Essentials and Woman brands.
AOL UK has created a special “Family Days Out” microsite providing an interactive database of ideas to help mothers keep their children occupied during the summers holidays. The site links through to the Citroën C3 showroom giving users the chance to arrange a test drive and enter a special C3 competition. Promotions will also run across other AOL channels including its Parenting, Local Life, Kids, Women and Motoring pages.
IPC has developed a series of Summer Fun guides, which have been inserted into Practical Parenting, Essentials and Woman magazines. The booklets contain suggestions for family days out, games for children to play on long car journeys and competitions. Ads for the AOL Microsite are also intended to drive readers online.
Commenting on the campaign, AOL UK’s vice president of interactive marketing, Andy Jonesco said: “This is a great example of the benefits that advertisers can find by working with a combination of AOL Time Warner brands. By working with AOL, our sister company IPC and OMD UK, Citroën is reaching a wide audience of women with a powerful integrated campaign to promote its new family car and encourage interaction with the Citroën brand.”
Faye Campbell, OMD Associate Planning Director, added, “There is a great deal of talk about multi-media deals where the emphasis is on the deal rather than the communication. In this instance we’ve created a first in working together with AOL UK and IPC Media utilising a credible mix of their portfolio. We’ve also created a concept which has been tailored to each of the media to add cut-through and audience appeal.”
Earlier in the year, AOL Time Warner announced first quarter losses of $54.24 billion or $12.25 a share. However, this was partially offset by gains at Warner Bros thanks to films such as Harry Potter and The Lord Of The Rings, enabling the company to beat analyst projections (see Box Office Success Offsets AOL Time Warner Losses).
AOL Time Warner: 020 7348 8000
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