LoJack Corp., Dedham, Mass., on March 15 breaks an $8.5 million campaign, its first major ad effort in a decade to go beyond radio. A national cable buy includes CNBC, CNN and ESPN. Print ads for the stolen-vehicle recovery system will run in magazines' car buying guides. Boston agency Greenberg, Seronick, O'Leary & Partners created parodies of the stereotypical vehicle commercial, with LoJack reminding consumers that when a vehicle is stolen, its performance and features will be useless to them.
Copyright March 1999, Crain Communications Inc.