Targets of Opportunity

–James Mahoney, Razor’s Edge Communications

Every now and then, lightning strikes where a creative team sees a terrific, fast-turn opportunity to have a little fun. I think of them as targets of opportunity.

We had one some years ago when we were in the midst of creating a series of mailers for a search-technology client. Early in December, the spark hit and we scrambled to make this idea happen in time:

Looks like lightning struck for the GMC creative team when the LA Rams made it to the Super Bowl. I don’t know if this was a national ad, but it appeared on my Super Bowl Sunday morning doorstep in its full-page, Boston Globe glory.

Perfectly timed delivery 12 hours before the game, perfectly targeted to Boston.

The only quibble is whether there actually was a competition to introduce the first six-function tailgate, or even if that’s a deciding factor for a substantial percentage of truck buyers. It would have been perfect all around if it were announcing that GMC sales had been tops.

But that’s a minor point. This one’s a winner for the creative team and GMC for seeing the opportunity, seeing the target, and hitting the short window to take advantage of it.

The post Targets of Opportunity appeared first on DuetsBlog.