Borders Books and Music Stores National Campaign

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1 Advertiser: Borders Books and Music Stores. Markets: 102 DMAs, 46 States. Target Audience: General Market. Timing: December Media vehicles: Billboards, Kiosks and AdsOnTarget (AOT) StreetBoards (pedestrian billboards at payphone locations) Objectives: To reach potential book buyers during the key holiday season as part of an integrated Outdoor campaign. To have an advertising presence in all markets where there are Borders Stores. To maximize the value of every impression by putting the StreetBoards as close to Borders stores as possible. Borders Books and Music Stores National Campaign AdsOnTarget Solution: Using geocoding, AOT identified and placed Borders StreetBoards at high traffic payphone advertising locations closest to each Borders store. AOT delivered in over 100 markets from Maine to Hawaii. Results: The largest payphone advertising campaign in history! Crispin, Porter, and Bogusky delivered on its objective of providing high impact coverage in virtually all of Borders markets coast to Coast. Borders achieved its holiday sales goals with 20%+ sales increases.

2 Acuvue Advance Contact Lenses Young Adult Target Program Advertiser: Johnson & Johnson Vision Care, Inc. Product: Acuvue Advance Brand Contact Lenses. Market: Chicago DMA. Target Audience: Adults, especially women in households with $30K+ incomes. Timing: August and September 2004 Objective: To generate participation in Acuvue s Free Trial Pair offer. AdsOnTarget Solution: Place Acuvue StreetBoards in nightlife areas, near bars, restaurants, clubs, other entertainment venues, colleges, shopping areas, grocery stores, coffee shops, book and music stores, other places the target audience spends its time. Results: The advertising is now running with results being evaluated.

3 Tanqueray Gin Beach Campaign Advertiser: Schieffelin and Somerset. Product: Tanqueray Gin. Markets: New Jersey and Southern California Beach Areas. Target: Young Adults. Timing: May August Objectives: Branding and building of top-of-mind awareness among young adult vacationers and local beach goers. AdsOnTarget Solution: AOT placed Tanqueray StreetBoards at high visibility, high pedestrian traffic locations in beach communities throughout New Jersey and the Los Angeles DMA. Results: The advertising period has just finished and its success is now being evaluated.

4 Advertiser: Coca-Cola North America. Mello Yello Afterglow Soda Targeted Consumer Campaign Product: Mello Yello Afterglow. Market: Raleigh, NC DMA. Target Audience: Teen and young adult males. Timing: Summer Media vehicles: TV, radio and AOT StreetBoards, pedestrian billboards at payphone locations Objectives: To increase brand awareness and among heavy Mello Yello Afterglow drinkers throughout the DMA. To maximize top-of-mind awareness when purchase decisions were being made. AdsOnTarget Solution: AOT placed Mello Yello Afterglow pedestrian billboards at the convenience stores and convenience store-gas stations throughout the DMA where the product is sold. Units were placed based on target audience population by zip code to maximize reach. Results: CCNA was able to blanket the market with ads right outside the stores where the product was being sold. Men and lots of other folks drank more Mello Yello Afterglow throughout the summer. Program volume goals were achieved.

5 Product: International Money Transfers Western Union Multi-Market Campaign Markets: Miami, Tampa, Houston, Dallas, San Francisco, Philadelphia Target: Adult Spanish Speaking Hispanics with relatives in Cuba, South and Central American Countries. Timing: April May 2004, August September 2004 Objectives: Increase sales of international money transfer services to Cuba, Ecuador, Nicaragua, El Salvador and Peru AdsOnTarget Solution: AOT put Western Union StreetBoards at high visibility, high pedestrian traffic locations near retailers offering the service in the areas with the heaviest concentrations of Hispanic households. Results: The first flight of advertising was deemed successful and the program was expanded to the Philadelphia and San Francisco DMAs.

6 Telemundo Multiple Markets Advertiser: Telemundo Product: T 49 Telemundo Tampa Market: Tampa DMA Target Audience: Hispanic Adults Timing: December 2003 January 2004 Media Vehicles: Hispanic television and AdsOnTarget StreetBoard pedestrian billboards. Objectives: To build top of mind awareness for the Telemundo 6 PM New. AdsOnTarget Solution: AOT placed StreetBoards at high-visibility, high pedestrian traffic payphone locations on public streets, and at convenience stores and shopping centers in the zip codes with the highest concentrations of Hispanics in the Tampa MSA maximizing effective reach and minimizing waste. Results: Telemundo expanded its StreetBoard Advertising program to Philadelphia and is adding more markets in fall 2004.