MindShare Finds a Way to Reach Business Execs in Their Offices

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Brand: Northwest Airlines
Brand Owner: Northwest Airlines
Category: Travel/Airlines
Date: June 2005
Country: Japan
Media Agency: MindShare
Other Agencies: Ogilvy
Media Owner: Media Concierge

It’s doubtful whether “Window Cleaning Media” will become a 5% medium across the world, but this is the second example of its kind in Cream’s directory. The first was for toothpaste brand Pepsodent, where Initiative turned the cleaning gondolas -- seen across office blocks in Jakarta -- into oversized toothbrushes. Northwest approached it from a different angle: the dark side.

That is to say, MindShare in Japan appropriated space on the window-side of the cleaning platform for Northwest Airlines. What better way to reach businessmen cheaply and effectively at their place of work?

Northwest Airlines needed to promote its new seats in World Business Class that now allow passengers to recline by as much as 176 degrees, just four degrees off the optimum goal of a perfectly flat bed. Northwest is the third-largest air carrier in Japan and the largest international airline operating in the country and it needed to boost its business passengers.

The MindShare platforms were seen on a number of office buildings in the Otemachi and Akasaka areas of Toyko, selected on the basis of their occupants. Tenants included Cisco and NTT DoCoMo.

The new medium -- a first for Japan -- enabled Northwest Airlines to intrude on an executive’s working day, an environment that’s relatively ad free, and surprise them, thus making the ad more memorable. After all, how many business executives wouldn’t want an office chair that could recline to 176 degrees, particularly after a big lunch? The idea is a cost-effective solution, and one that could be exported to many other markets.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared’s Creative Media Database.

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