If you happen to be in Times Square in the next three months- order yourself an ice cream at Cold Stone, and look up. Vornado adverts will be visible on the CBS jumbotron for 15 seconds every hour for 18 hours all the way through June. That translates to 1,638 spots- glowing in full LED goodness throughout the NYC square.
Three different ads will run- one per month- and each features messaging you may not expect from a historic brand headquartered in Andover, KS.
April's Installment is posted above...
Each ad to follow will feature a similarly "in your face" approach that challenges the viewer's expectations of how a "fan company" is supposed to look and act.
The campaign is evidence of a new direction for Vornado - a brand that has been selling premium fans beginning in 1945.
Vornado's advertising has typically been oriented around its products' superior performance, design, and quality. In this regard, nothing has changed.
The difference today is a marketing approach with a focus on nontraditional messaging in equally nontraditional venues. The marketing approach actually mirrors Vornado's product design and engineering processes. 'How?' you ask? Both are defined by a consumer-centric approach that challenges convention, identifies with the consumer's thoughts and needs, and demands innovation.
What do you think?
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