Client: Gateway
Agency: The Waylon Co.
Program: Cram For College
Need: Generate consumer awareness for the 1999 Gateway "Cram for College" sweepstakes at Gateway Country stores.
Solution: Leveraged the cow TV advertising at the time by outfitting Ambassadors in costumes to make "impromptu" appearances. The Gateway Cow was seen handing out "black and white" cookies in businesses, chalking "box" logos on streets, handing out flyers in malls, taking pictures with kids at schools and riding public transportation during rush hour to incent store visits all over the country. Who says cows and guerillas don't mix?
