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April 2002 Advertisement


"Get The Foxx" Ad Campaign Created

As a main element in the launch of the new ServoFoxx® gearhead line, a serial ad campaign was created to generate attention and excitement. With more and more gearhead ads presenting similar feature/benefit bullet points, differentiation became difficult.

Identifying the target market as 99% male, DieQua decided to appeal to the masculine tendencies of the audience to attract attention. The campaign features a new model each month, a humorous element, a seasonal reference, and a standard conclusion for continuity. Also included each month is the "Get The Foxx" tagline, which is a variation of other popular slogans.

The ads are presently being run in each of the first monthly issues of Machine Design magazine, in half page island format. The feedback from the first installments has been very positive, with anticipation of future ads running high. All new ads will appear monthly through December, 2002.


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