Chasers: Cut to the Chase

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Company: Dymo, Stamford, Conn. Agency: Leith Agency, London Market: Shipping managers, office managers Quick chase: TV is a wonderful medium for demonstrating how a product works. Just put the product in motion. Too bad TV is so expensive in terms of production and placement. Interactive advertising, while not yet as polished as TV, can put the product in motion at a fraction of the cost. Dymo used simple animation to show how its label printer works. The company selects an audience of shipping or office managers with a simple rectangular ad with the headline "Labeling 1.01." It suggests the audience will learn about the latest developments in labeling. On the landing page, the audience gets a first-hand look at how Dymo Label Writer 400 Turbo operates. Visitors can even plug in information and design a label. Clue: There's a reason we're suckers for interactivity: It works.
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