Tuesday, October 10, 2006—Charleston, SC
Cognetix’s campaign for Outhouse Springs, a truly tasteless water, has been included in Advertising, Promotion, and other Aspects of Integrated Marketing Communications, 7th edition by Terence A. Shimp, published by Thomson South-Western, Copyright 2007. The Outhouse Springs campaign was created in partnership with Adams Outdoor Charleston to demonstrate the power of outdoor advertising.
Incorporated as a case study in Chapter 8: On- and Off-Premise Signage and Point-of-Purchase Communications, the campaign, according to Shimp, is important because, “this test of a hypothetical brand does illustrate that people are alert to billboard messages that are attention catching and memorable.”
Shimp is a Professor and Program Director of Marketing Department at the University of South Carolina. He contacted Cognetix in 2005 to request information and images for the 2007 edition of his textbook. Jeff Taylor, partner in Cognetix, was appreciative of the inclusion of the Outhouse Springs campaign in the text. Taylor said, “We have received many accolades for this campaign, but this is one of which we are very proud. The Outhouse Spring campaign allowed us to use our branding knowledge and expertise to demonstrate how a strong launch using only outdoor advertising can create incredible brand awareness and drive purchasing decisions.” After three weeks, 67% of consumers surveyed said that they were aware of Outhouse Springs and 85% of people surveyed said that they intended to purchase Outhouse Springs.
Cognetix, LLC, established in 2000, supplies clients in the areas of Charleston, Columbia, Greenville, and Hilton Head, South Carolina, as well as Charlotte, North Carolina with strategic marketing communications consultation, brand development, art direction, graphic design, media buying and placement. Principals are Jeff Taylor and Dale Lanford.
Click Here for more information about Cognetix and campaigns that work.