Aqueduct delivers punchy campaign for Adconion

Integrated agency Aqueduct has delivered a short, sharp and telling press and online campaign for Adconion Media Group, one of the world's fastest growing online advertising networks.

The ads feature a list of boldly stated abbreviations and use these to quickly tell Adconion's three key audiences of publishers, advertisers and agencies exactly what the benefits are of working with the company that plans to become the largest independent global ad exchange for digital advertising by the end of 2008.

The flexibly formatted ads focus on the acronym 'ROI', which appears after a list of other relevant acronyms - including the attention-grabbing WTF!? - and advise readers to get to adconion.com 'PDQ'.

A short paragraph informs readers of Adconion's behavioural targeting technology that allows advertisers to pinpoint customers by age, income and interests and other factors therefore making advertising with Adconion extremely cost effective.

Charlie Waterhouse, creative director at Aqueduct, explained: "The brief required the ad campaign to work very hard; it had to communicate the Adconion story to a number of different audiences - advertisers and agencies, to book an advertising campaign with Adconion, and publishers, to sell inventory to Adconion at a competitive price.

"It needed to educate them about the benefits of the network's scope and its distinguishing predictive technology, as well as build trust with those companies that are still coming to terms with the relatively new concept of online advertising and are perhaps reluctant to move ad spend from traditional media such as press and outdoor.

"That could have been a long story, but we felt it best to cut to the chase and tell it in as simple a way as possible, using the kind of abbreviations that our target readers would understand and appreciate, while positioning Adconion as the industry expert.

"And we threw in a number of well-known acronyms for a bit of attention-grabbing humour.

"We think the campaign will hit its audiences right between the eyes and get them thinking about what this new service could add to their businesses or to their clients' business".

Mike James, MD, of Adconion, said: "Some companies are just beginning to realise the power of online advertising and Adconion needs to be seen to be the ones to educate them; we are experts at what we do but understand the language of our various audiences and these ads make that graphically clear.

"By using max impact type to communicate our message this campaign should deliver real cut-through".

The press and online ads launch in early autumn in digital marketing titles.

The campaign is part of Aqueduct's recently secured brief to deliver a brand-building and promotional campaign for Adconion, evolving it for its worldwide audience and constantly growing global footprint and influence.

It includes a website refresh and a range of internal and customer communications.

The campaign will be localised for a range of markets included the US, UK, Australia, Germany, France, Austria and Switzerland.

The work will be co-ordinated through Adconion's London office.

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