The marketing people behind the UKTV channel Dave recently came up with an ambient marketing campaign, just in time for this years channel of the year awards. They placed a couple of old brown suitcases, presented with stickers on them reading "The case for Dave", onto baggage carousels at Edinburgh airport. They were heaved off, and on again, over and over. Although being the perfect time of the year for the use of this location for a campaign, I wonder why they only did it in one airport, and not in others and train stations. However, I also don't admire the campaign much for lack of creativity, and realise maybe the campaign wasn't very successful and so resulting in no further coverage.
I found this much more creative Dave campaign from last summer to promote the "summer of funshine" schedules, which will see great British comedy series, such as Blackadder, Open All Hours and The Vicar Of Dibley, broadcast every evening. The campaign says much more about the channel's personality, involved the public directly and was more widespread. The initial aim was to sponsor students as human billboards, and to stencil faces of British comedy onto their back. However, as the campaign became more widespread, anyone and everyone who wanted to get involved could. This campaign appears much more thought through- it's fun and links to the promotion directly, while in keeping with the summer spirit and British comedy.
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