AdPack USA is taking it straight to the nose. The out-of-home marketing company, specializing in intercept marketing and place-based advertising, has created a contest to acquaint the advertising creative community with tissue pack marketing, a rapidly growing, but relatively unknown medium in the U.S.
AdPack USA launched in North America in 2004 and has seen success with a broad range of clients such as Blue Cross Blue Shield, Commerce Bank, Five Below retail stores and Lowe’s. As a way of further educating the U.S. marketplace to the effectiveness of tissue pack marketing, AdPack designed the Tissue Tactics contest to get the creative community to interact with the medium.
Tissue pack marketing is in its infancy here in North America, but in Japan, it is a proven and effective way of targeting and reaching a very broad or highly targeted audience. In fact, there are more than four billion packs with branded messages that are given away in Japan annually.
The Tissue Tactics contest, which is free to enter and runs from January 1, 2007 until March 31, 2007, asks designers to create a campaign — for an existing brand — using the entire tissue pack and insert space located on the back of the tissue pack. It also encourages them to include the distribution method of the packs. Full details and contest rules can be found by visiting www.adpackusa.com.
“We are challenging the creative community to think out of the (tissue) box and really have fun with this contest,” said Steve Jacobs, president AdPack USA. “We are also asking people to consider different — and creative — ways to get them in the hands of their target audience. Are they handing them out on the street guerilla style, or is this a branding campaign that is sent to a targeted list? There really are no rules when it comes to how to use this medium.”
A panel of prominent industry judges, representing ad agencies, clients, the academic community and others, will determine the winners in April 2007 with a presentation ceremony to be held in May.
The first place Tissue Tactics winners will receive $5,000 plus a FREE 10,000 unit production run of the winning promotional tissue pack campaign. Second place winner receives $1,000 and third place winner receives $500.
About AdPack
AdPack USA is an out-of-home marketing company specializing in intercept marketing and place-based advertising through its line of promotional facial tissues, towelettes and wet towels. These products are used as a way to help advertisers reach their target customers with highly focused advertising and marketing messages. For more information, visit www.adpackusa.com.
This article was last modified on January 4, 2023
This article was first published on January 3, 2007
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