Agency: BMP | Author: Alex Whelan |
Scoot: How Trade Advertising Was Disguised as Consumer Advertising
New Broadcast Campaign
'I don't know who you are.
I don't know your company.
I don't know your company's products.
I don't know what your company stands for.
I don't know your company's customers.
I don't know your company's record.
I don't know your company's reputation.
Now what was it you wanted to sell me ?'
This was pretty much the reception Scoot's salesforce faced when trying to recruit new subscribers to Scoot in early 1998. Advertisers didn't know who Scoot was, what they...