More NewsBuy.com Takes Understated Approach in New Campaign

Buy.com Takes Understated Approach in New Campaign

E-tailer buy.com Tuesday launched a new advertising and marketingcampaign with a simple approach it hopes will help it cut through theso-called "dot-com clutter".

E-tailer buy.com Tuesday launched a new advertising and marketing campaign with a simple approach it hopes will help it cut through the so-called “dot-com clutter.”

The campaign, code-named “colors” will feature solid black background with a small, white buy.com logo. No sound will be used on the TV ads, which the creators hope will make them stand out. The ads will run in various media, including television, newspaper, print, outdoor, and online banner spots.

The understated ads are meant to take the opposite approach from other dot-com advertisers – no loud music, no frenetic visuals. Buy.com executives hope the unusual approach will grab consumers’ attention.

“Last quarter it was obviously a scramble of too many messages, trying to stand out,” says Greg Hawkins, chief executive officer of buy.com. “We want to let people know we are sensitive to the overwhelming number of dot-com campaigns.”

Buy.com has an especially difficult challenge, because it sells so many things that consumers may fail to associate it with any one particular line of products. The company’s site offers computer hardware and peripherals, software, books, videos, DVDs, computer games, and music.

The company didn’t announce who had created the ad campaign for it, but in April buy.com said it had signed Black Rocket to handle its advertising.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts