1stbank: "Free Sudoku" Outdoor Advert by Tda Advertising & Design

*Bank says, while your plane idles, you needn’t.
**Campaign Fact Sheet
**Client*:
*FirstBank*, Lakewood, Colo.
Colorado’s largest locally owned bank
*Agency*:
*TDA Advertising & Design*, Boulder
*Brief*:
Ongoing “helpfulness” campaign.
*Concept*:
Provide waiting airline travelers with free books, crosswords and sudoku,
via QR (Quick Response) codes or online.
*Offerings*:
Twelve classic books, plus three each crosswords and sudoku.
*Popularity (week 1)*:
1) The Art of War, Sun Tzu
2) Treasure Island, Robert Louis Stevenson
3) Autobiography of Benjamin Franklin
4) The Call of the Wild, Jack London
5) The Last of the Mohicans, James Fenimore Cooper
*Logistics*:
Book download to smart phone via QR reader or to computer via Internet takes
under 30 seconds.
FirstBank guesstimates it may deliver over 7000 books and puzzles over the
promotion’s 5 month run.
91% of downloads are via Internet.
*Has FirstBank heard from any concerned airport news vendors?*
Not yet.
*Media*:
Out-of-home, backlit airport signage
*Location*:
Denver
*CDs*: Jonathan Schoenberg, Thomas Dooley
*ADs*: Haley Garyet, Austin O’Connor
*CW*: Ryan Dean Waite
*Breaks*:
October
*text
*
Boulder, Colo.—Starting this month, travelers passing through the Denver
International Airport with too much time and a digital device on their hands
will be provided with electronic books, crosswords or sudoku, free, courtesy
of *FirstBank*, Colorado. An estimated 7000 classics and puzzles will be
given out during the five-month promotion, the latest effort in the bank’s
ongoing “helpfulness” campaign, created by *TDA Advertising & Design*,
Boulder.
Backlit posters inside the airport, headlined “Free Books,” Free
Crosswords,” and “Free Sudoku,” show QR codes with which to download 12
classic books or novice, intermediate or expert puzzles. Those without a
QR enabled smartphone can go online to download the same offerings to their
computer. 9% of the downloads have been via QR codes. A download takes under
30 seconds.
Based on the first week’s results, the most popular books, in order, are Sun
Tzu’s The Art of War, Robert Louis Stevenson’s Treasure Island, The
Autobiography of Benjamin Franklin, Jack London’s The Call of the Wild, and
James Fenimore Cooper’s The Last of the Mohicans. Least popular are Walden,
Emma, and, at 8 downloads, Don Quixote.