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"The fight is never about grapes or lettuce. It is always about people." Cesar Chavez |
:: Wednesday, August 09, 2006 ::
Advertiser hits the nail on the head in campaign - By JENNIFER MANN, Kansas City Star
Without a lot of money to spend, Nicholson Kovac had to get creative to reach Hilti’s target: construction workers at large construction sites. What they came up with were billboards facing sites as well as Hilti signage on lunch trucks that showed up at those locations throughout the day. As well, Hilti ‘ambassadors’ went down to construction digs and handed out doughnuts and ice cold bottles of ‘Hilti’ water.
“These guys are hard to reach,” Johnson said.
“They get up early, go to the construction site and then after work go to the union hall or a bar. Then they go home where they become couch potatoes.
“We couldn’t reach them through TV, and they don’t read the trades, so we figured out we had to take the message to them.”------------------------------------------- posted 6:57 AM :: reference link ::
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