We believe in 24/7 advertising. Which doesn’t necessarily mean we work day and night but we believe advertising does. It’s all about talking to our target group whenever they are receptive. Developing the touchpoints that are relevant to them. It is all about understanding them and getting to know their lives.

What do we mean? Why don’t you take a look at Cindy, Paul and Doro?

Cindy is a lively school girl who loves to spend her time with her friends, both on- and off-line. Now Cindy, like most teenagers, lives on a totally different planet than her parents – although the live in the same house and even eat at the same table at the same time. But Cindy’s interests are focussed on only a few things – friends, boys, friends, her hobby, friends, school – no, not school, friends, boys and so on. She is still looking for her own identity but to do that, she is always on the look-out for inspiration by her friends, celebs and other girls and she is constantly looking for approval from her friends. And from boys of course.
So, after her mum waking her in the morning, Cindy will get ready for school and even have breakfast with her family but her active communication mode kicks in as soon as she sees her friends. Which is on the bus or any other form of transportation she may use. This is the time to get out teen mags, show cute things they have received on their mobile phones. At school, Cindy will either use the toilet during a break or during the boring history lesson, where she might read a poster on the toilet wall or even take a leaflet with her from there to show her friends. Or boys. All depending on what the leaflet is all about…
After school, and hopefully after doing her homework, Cindy loves to connect with others online. She is a member of communities and a regular visitor of girlie websites. She chats and plays online games and is also a great fan of gossip sites where she can find out everything about her No. 1 fave star.
This usually goes on until late in the evening until her mother comes and tell her to switch off the light. Good night ;-)

Paul is 27, works in a bank and lives in the city centre. He lives alone but has a steady girlfriend he had been going out with for the past 12 months. During the week, his days are often quite the same – he gets up „just in time“ in the morning, switches on the radio in the bathroom and has a shower. He has a stand-up breakfast listens with half an ear to the news on the radio and leaves the house 45 minutes later to go to work. Once in the car, he will turn the CD player on loud and listen to his favourite music during the drive. Living in the town, his main enemy in the morning are the traffic lights and once caught by them, he will look out the window and street poster will catch his attention while he is waiting to move on. His work requires his full concentration and he often either just grabs a sandwich to eat at his desk or he will go for a quick lunch with a colleague.

After work he meets his girlfriend and a few friends for a drink in the local pub. They talk about everything, from politics to the best jokes and one of them has brought a newspaper to show his friends a really interesting article he had read that morning. Around 11 Paul takes his girlfriend’s arm and they say goodnight to the rest of the crowd. They have something special in mind. They are looking to move in together and want to scour the Internet on the look-out for apartments. They even find one they like and send an email to the owner. Tired but happy, Paul watches the late-night news on the TV before following his girlfriend to bed.

Dolores has 3 kids of 22, 20 and 16 – all of which still live in Mum’s Hotel. Apart from playing chauffeur, cook and cleaning lady, she also works 3 days a week at a florist, including Saturdays. In her spare time she loves to garden, decorate the house and cook. On the days she stays at home, the radio is on from early in the morning while she gets breakfast ready for the family and usually stays on during the day in the kitchen.
After the last family member has left the house, she switches on the TV and settles down to watch her favourite soap, not that she would admit this to anyone!
Then her day starts. After a quick lunch she flicks through the leaflets and magazines she has received in the post, looking for bargains, special offers and coupons. And today she has received a personalized mailing, which she opens first because the envelope looks so inviting. The mailing has just the right thing – coupons for her to redeem, which she puts straight into her purse to take to the shops.
She walks down to the stores as it isn’t so far away and an inside the supermarket, she is approached by a promotion hostess handing out product samples. She takes her usual route around the store, knowing exactly what she wants but on her way, instore advertising of competitive products actually catches her eye. “Hey, that sounds good” she thinks and takes a pack. No, two.

She has everything ready for when her family comes home and after cooking, washing up, listening to everybody’s stories – except those of her teenage daughter who runs off after dinner to get on the computer (see Cindy), she settles down on the couch with her husband to watch the TV. Now tomorrow, she goes to work. Which makes her day look totally different….