NewAd gets in the Zone

The team at place-based ad agency NewAd is getting in the Red Zone. The agency is launching a new campaign for Procter & Gamble's Old Spice brand. Beginning Aug. 27 until Oct. 9, Red Zone After Hours events will be held at various clubs and bars. The goal? To intro the brand's new scent called, you guessed it, After Hours. Brand ambassadors will hit clubs across Canada that will be outfitted as Red Zone environments. Men in the target group of 18-34 are urged to participate in a dance-off that will be taped and uploaded to the brand's Web site where the general public will vote. Finalists will be flown to Toronto for a live dance-off at MuchMusic. The initiative will also be promoted through in-store POS that also supports a secondary national contest entitled Dance Destination. The grand prize is a party trip to Ibiza, Spain. The deal was done client-direct.
By Staff 
August 4, 2005

The team at place-based ad agency NewAd is getting in the Red Zone. The agency is launching a new campaign for Procter & Gamble’s Old Spice brand. Beginning Aug. 27 until Oct. 9, Red Zone After Hours events will be held at various clubs and bars. The goal? To intro the brand’s new scent called, you guessed it, After Hours. Brand ambassadors will hit clubs across Canada that will be outfitted as Red Zone environments. Men in the target group of 18-34 are urged to participate in a dance-off that will be taped and uploaded to the brand’s Web site where the general public will vote. Finalists will be flown to Toronto for a live dance-off at MuchMusic. The initiative will also be promoted through in-store POS that also supports a secondary national contest entitled Dance Destination. The grand prize is a party trip to Ibiza, Spain. The deal was done client-direct.