Lewis Lazare: Get ready for some station domination. The term, which has a definite ring to it, refers to an ad placement tactic where an advertiser commandeers all available ad space at a location and bombards consumers with a desired message without fear of any other advertiser causing a distraction.
Beginning this month, Dove and its ad agency, Ogilvy & Mather/ Chicago, are employing station domination at the Merchandise Mart L stop to introduce consumers to Dove’s new intensive firming lotion. The ads themselves — 33 in all dotting the platforms and entrances and exits to the station — are part of Dove’s and Ogilvy’s ongoing “campaign for real beauty” that tries to suggest real people, not models, have a special beauty worth celebrating.
Whether or not L riders agree, they’re going to be forced to deal with that particular beauty message from Dove — and none other — at least through the month of July. Dove and Ogilvy also are doing the station domination thing this month at selected locations in five other markets: New York, Los Angeles, Boston, San Francisco and Washington, D.C.
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Real sucks. I see enough ugly, fat, average people everyday. Give me some kind of escapist fantasy. I won’t buy their products to look ‘average.’
We already get this in San Francisco. At the Montgomery MUNI stop, we’ve had the entire station decked out for HP photography, British Columbia tourism, and now, Microsoft Office.
The Embarcadero MUNI stop has been plastered in War of the Worlds stuff — every ad space, every open patch of floor — since May.
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