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Screen Magazine - Screen Magazine: Vol. 29, Issue 7 - Index

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RPM Advertising Launches
New Campaign
Club Libby Lu’s new advertising
agency, RPM Advertising, is taking the
girls’ retail chain to the next level of
promotional success, with a little help
from a chart-topping pop sensation.
Club Libby Lu, a national retail chain
under the umbrella of Fortune 500
retailer Saks Incorporated, recently
selected the Chicago-based ad
agency to take on full agency-ofrecord
responsibilities for the chain’s
87 locations, which provide a unique
shopping and play experience for
“‘tween” girls ages 6-13. The Club Libby
Lu experience includes makeovers,
spa sessions and birthday parties, and
also features a variety of “Hannah
Montana” apparel and accessories,
including the exclusive “Hannah
Montana On Tour” line that ties to the
teenage star’s concert tour.
Once selected, RPM Advertising
immediately set to work crafting the
company’s latest campaign, “Club
Libby Lu On Tour with Hannah Montana.”
The lynchpin of the campaign is a newly
completed national television spot that
was shot in the Chicagoland area on
February 9. The ad markets the new
“Hannah Montana On Tour” makeover
package, which allows ‘tweens to
dress up and perform like their pop
idol. It also packs a promotional punch,
calling ‘tweens to action with several
incentives, including a free “Hannah
Montana” karaoke CD, available in all
Club Libby Lu stores.
“We partnered with Club Libby Lu
to create a spot that was exciting
and inspirational for young girls, while
creating a promotional emphasis and
maintaining their brand image,” said
Wendy Sergot, VP Account Director
at RPM.
The result was a visually dazzling, eyepopping
piece that transitions ‘tweens
from the front row of their favorite star’s
concert to a place where they can
transform into her. The ad combines
high-definition green screen and
studio footage with the latest in visual
effects to create a sparkling pink and
purple universe, where girls give their
own superstar performance as their
friends cheer them on.
“By bringing the girls into a computergenerated
fantasy world, we placed
them in an environment where there
are no limits to the imagination-much
like the world they encounter at Club
Libby Lu,” said Larry Bessler, RPM’s Chief
Creative Officer. “Both the spot and
the product package allow ‘tween
viewers to experience the glitter and
glamour of the rock star lifestyle.”
As Club Libby Lu and RPM Advertising
are both headquartered in Chicago,
the commercial also has a variety of
local ties. Shot on a lighting stage in
Oak Park, IL, the spot’s lead roles were
filled by local young actresses, and
the agency also recruited 35 ‘tween
girls from the Chicagoland area to
perform in the spot’s concert scenes.
The new spot hit the airwaves in March,
and will be broadcast nationally
throughout ABC’s Saturday morning
children’s programming. In Chicago,
the ad will air on local ABC affiliate
WLS.
Ari Goldsmith, Club Libby Lu’s Director
of Marketing and Advertising, was
very pleased with the finished ad.
“Our brand is all about girls living their
dreams and expressing themselves,”
she commented. “The spot and the
campaign both bring that across to
viewers in a fun and engaging way.”
The Martin Agency Creates
New ESPN Spot
ESPN’s X Games launched a new spot
created by The Martin Agency to help
promote their first event outside the
popular winter and summer games.
The 30-second spot called ‘Ice Cream
Truck’ promotes their first-ever Navy
Moto X Championship that was held in
San Diego from April 12-13, 2008.
The spot features the world’s largest
truck (four stories tall) hauling 400 tons
of dirt to the event, followed by some
of sport’s greatest moto riders.
“The idea behind the campaign is
to communicate that ESPN’s Moto X
World Championship has attracted
the best moto riders in the world by
accumulating the most dirt ever,” said
Rob Schapiro, creative director at
The Martin Agency. “Like kids chasing