Sixteen hundred Canadians are going to have parties in their pants, and adult products marketer Adam & Eve has spent more than $47,000 putting ’em there.
The company has set up 87 10-foot by 20-foot billboards in Toronto touting its Canadian Web site (www.adameve.ca). The program was launched during the first week of December and will run through the end of January.
While plans were not final at deadline, with the turn of the new year Rosanne Licciardi, the firm’s media director, expected to augment the campaign with a $15,000 direct response radio buy.
Expecting Brisk Response
The spots are designed to interest new shoppers in the Hillsborough, NC company’s offer of a series of free DVD movies, although the customers do have to pony up $5.95 for shipping and handling. Adam & Eve anticipates 1,600 respondents.
The billboards feature the tag line
Network
