Sabel Launches In-Store Ad Campaign For Virgin

Ambient media group Sabel Advertising has secured Virgin Records to promote the release of Atomic Kitten’s new album Ladies Night across changing rooms in Pilot stores.

The campaign activity will run across all 104 Pilot stores, which stock clothes for women and teenage girls at the lower end of the market. The ads will run across the Christmas period and will target over 2 million female shoppers over a three week period.

The campaign has been planned and booked by Carat and Posterscope. The increasing trend of big brand advertisers turning to less traditional ad platform has been attributed to the increasing difficulty of connecting with the youth market, which is becoming less easy to pinpoint through traditional advertising mediums.

Sabel has also secured Beiersdorf brand Nivea to run an exclusive sampling campaign at the forthcoming Justin Timberlake and Blue concerts in December and January. The activity will run for the duration of their tours and will target over 120,000 consumers over the period.

New research from the ROAR Consortium recently urged marketers to readdress the way they approach the youth market. It claims advertisers need to ditch the idea that if you simply throw new technology at young people they will be impressed enough to purchase it. Instead, it is advertisers and technology groups that are being encouraged to rethink their approach in order to engage with the market (see Feature: Don’t Throw Youth At The Problem).

Sabel Media: 0208 408 7111 www.sabelmedia.com

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