How Charmin Stands Alone in Times Square
Filed Under (advertisement) by Nicole on 04-01-2009
Tags: advertisement, New York
What better place to market a brand or product than Times Square? Is it expensive? Yes. Ad spaces can cost up to $350,000 per month, not to mention the cost of these high-tech ads themselves. However, these ads end up generating a great deal of bang for the renter’s buck. The CPM (cost per thousand) ranges from $2 – $5; much less than the $20 or so a prime time TV spot would run. With 40 million visitors and 100 million pictures taken each year, Times Square is as visible as it gets. When the ball drops on New Year’s Eve in Times Square, 211 million people are watching! That destroys the 80 million who watch the Super Bowl.
“It’s about saying, ‘We’re here.’”As the New York Times article further explains, it’s about being a part of an iconic area that is not only as public as it gets, but prestigious. Second, is simply that the entire fascination with Times Square IS the prevalent advertisements; people come to Times Square to see the best and certainly the brightest ads. The lights and billboards make Times Square, well, Times Square.
How, then, can a brand be differentiated? With ad after ad of prestigious brands, what can make one or two stand out? A couple days ago I was walking through Times Square, being bombarded with the ads, and one grabbed my attention. Instead of flaunting the brand name alone, it offered the viewer both humor, and a useful service. I’m assuming it was also there two days earlier for New Years, during which I’m sure there were many thankful Times Square goers.
Charmin did not just get out the Charmin name and blend in with the rest of the Times Square lights. Not every product makes sense to sponsor restrooms at Times Square, but the point of an ad is to promote, and what better way than tying something practical or humorous with that product or service? I know every time I think of Charmin I will remember this ad. They must have done something right.
Having recently visited said ad, It was a large hit with Tourists. Especially since in and around Time Square, the lines for the bathrooms are usually very long since only a select few were really easy to locate.
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