OOH & Radio Awards

* Off-channel national cable TV (8/21 through 9/11) and out-of-home (beginning 8/21 with large units such as bulletins, 30-sheets and bus kings utilizing only the "Is It Monday Yet?" line and the ESPN MNF logo) ran in NYC, LA, Philadelphia, Chicago, SF, Boston and Dallas. * Phase II introduced a wide variety of media tactics that were conducive to daily messaging. This media included a two-week flight of national newspaper (NY Times, USA Today and Wall Street Journal) with day-specific messaging. In addition, day-specific local radio ran in the 7 local markets for a two-week flight. Day-specific out-of-home (smaller units such as commuter rail cards, subway, bus shelters) ran from 9/6 through 10/9, and pizza box tops with "Monday" messaging were distributed in the same local markets.

Dove made 50+ women visible in locations where they could not be ignored... From Times Square in New York City to Gaensemarkt and The Kunst & Gewerbe Museum in Germany, larger-than-life outdoor was used to launch the Pro-Age Campaign in the most high profile, heavily trafficked areas possible to make it impossible for society and the media NOT to see 50+ women and to establish Dove's point of view. Mass media (TV and/or print) was also used in all markets to give Dove's Pro-Age philosophy and 50+ women mass exposure during the initial 2-week Campaign launch phase.

OOH Spectacular OOH Boards in New York and Los Angeles brought to life the enormity of PLANET EARTH. In addition, a first-of-its-kind bus shelter program was created in New York that launched the static message of a traditional shelter into the digital age with HDTVs and Bluetooth capabilities. This unique OOH experience gave consumers the opportunity to sample Discovery's content, seeing for themselves the power and drama of PLANET EARTH. The Bluetooth capabilities (in 40 Shelters, including the 10 units with HDTV's) provided additional sight/sound/motion sampling via free downloads of PLANET EARTH clips and optional tune-in reminders.