Station Domination

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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.