Productopia Kicks Off $4 Million Campaign
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Product information and advice site Productopia on Monday launched a $4 million print, television, and outdoor campaign, which will appear in San Francisco and New York.
Instead of choosing an agency, Productopia selected ad professionals and assembled a "virtual agency" to develop this campaign.
The television ads portray common shopping situations, in which consumers -- who have not used Productopia -- are confused and frustrated because they don't know what to buy.
One spot features a woman who is overwhelmed by the number of mountain bikes she must choose from. Another spot shows a man struggling to pick a coffee maker, as more informed shoppers choose easily.
"Our approach was to avoid the usual excessiveness that characterizes advertising for dot-coms."