This is an interesting ambient campaign launched by Ariss Brothers Propane in Canada to rebuild their clientele base. Ariss Brothers Propane is a small, established family owned business that was forced to re-locate across town, leaving behind a well-established clientele. Now they were required to introduce themselves to new location with a new and improved corporate identity. The advertisers phrased a smart and appropriate slogan for them that reads, ‘The gas stinks. The service don’t’.
The advertisers decided to use the actual Proprietors (the Ariss Brothers) in the ads to add to the authenticity and charm. Further, rather hiring an agency to mail the post cards and coupon, advertisers had the Ariss Brothers hand deliver them in the surrounding neighbourhoods, to further add to the personal touch and ‘hands on’ approach. The idea met a huge success as the campaign established them again in an entirely new location. The Ariss brothers have become minor local celebrities and are amazed at how many complete strangers recognize their stomachs from the ads.
The ambient advertisement was chosen for bronze this year at Cannes Lions. The campaign was created by Leo Burnett, Canada.
Via Canneslionslive
