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 now head of brand strategy and creative direction at Bonehook in Portland, Oregon.