Lastminute targets panic shoppers with ad campaign

December 2004
New Media Age;12/9/2004, p2
Trade Publication
This article reports that Lastminute.com is aiming to catch panic shoppers in Great Britain in the final two weeks before Christmas in 2004, with a time-specific online marketing campaign. The online retailer will run a bespoke takeover of the home page of Capital FM.com as well as Tangozebra Overlayz on Loaded.co.uk every working day from December 13-24, in an effort to grab the attention of people surfing the Web in their lunch break. Louise Peacocke, account director at digital agency Quantum Media, said that the aim of the campaign is to reassure people that it is never too late to order gifts. The campaign will drive people to Lastminute, where they can order gifts online. Peacocke said that media was selected on the basis that it tends to be men who leave present buying until the last minute.


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