June 4th, 2012
Ads Give Shout-Outs to Customers by Name
By Stuart Elliot
The New York Times
New media have enabled advertisers to more precisely tailor messages than they could during the era of mass marketing, to the point where pitches can be microtargeted in one-to-one fashion.
A new campaign offers a new angle on that by addressing individual consumers in ads that are running not in targeted media but in mainstream media, where everyone can see and hear them.
The campaign, which began last week, is for Direct Energy, part of Centrica, and promotes the company’s operations in Texas under names like WTU Retail Energy, Direct Energy Power-to-Go and CPL Retail Energy.