The Wall Street Journal Office Network Wins Best Branded Content &
Sponsorship Category in the MediaPost Digital Out-of-Home Awards
Claritin Campaign Gave Consumers Local Pollen Counts, Store Locations
New York, NY, April 19, 2012—The Wall Street Journal Office Network
(WSJON) won the Best Branded Content & Sponsorship category in the MediaPost Communications Digital Out-of-Home Advertising Awards for its Claritin allergy medication campaign.
The Claritin campaign, which ran from February to May of 2011, used
WSJON’s custom data insertion technology. When Claritin’s digital video ads appeared on WSJON’s high-definition digital video screens in office building lobbies nationwide, a real-time local pollen count was displayed in the screens’ upper right-hand sector. The pollen index was accompanied by the message, “Relief is just around the corner,” along with the name and address of the very nearest drug store that sells the Claritin product.
Advertising agencies Draft FCB and Euro RSCG handled the Claritin
The award was presented by MediaPost at a ceremony on April 11 at the
Sentry Centers Midtown East in Manhattan. WSJON was one of three finalists for the Best Branded Content & Sponsorship award. The others were Break Media’s campaign for Lionsgate Home Entertainment and a campaign by Sony Music Direct for the TV show The X Factor.
“The innovative custom data insertion used by Claritin was a particularly
good example of the power of advanced digital place-based advertising,” said Jim Harris, WSJON CEO. “While digital place-based advertising is especially effective at reaching consumers close to the point of purchase, Claritin and The Wall Street Journal Office Network took the concept further, both by alerting consumers of important allergy-triggering pollen count data and directing them to the closest store where Claritin products could be purchased.”
In addition to its win for the Claritin campaign, WSJON was a finalist in the
Best Use of Relevant Message and Environment category for the Delta Airlines campaign that used the Network’s custom data insertion technology to provide air travelers with real-time drive time estimates to New York’s three major airports. And for the second straight year, WSJON was the most-nominated digital place-based advertising network in the annual MediaPost awards competition. About The Wall Street Journal Office Network: The Wall Street Journal Office Network (WSJON) is the leading digital place- based media and marketing network. In 760+ premier office buildings, across 15 top U.S. markets, WSJON present news headlines from The Wall Street Journal alongside digital video advertising on large, high-definition LCD screens. WSJON reaches nearly 1MM executives and affluent professionals at their offices— precisely when and where they make many business and consumer purchasing decisions—each business day.
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The Wall Street Journal Office Network Wins Best Branded Content &
Sponsorship Category in the MediaPost Digital Out-of-Home Awards
Claritin Campaign Gave Consumers Local Pollen Counts, Store Locations