Manhattan Ad Agency Fly Communications to Develop Interactive Campaigns for Amazon.com's Grocery and Unbox Categories and Endless.com Website
NEW YORK (BusinessWire EON) July 17, 2007 -- Fly (www.flycommunications.com) is developing the creative and handling media buying for campaigns on behalf of Amazon.com's Grocery category; Unbox, one of Amazon's Digital category products; and Endless.com, the shoe and handbag Web site.
The campaigns combine both branding and direct marketing approaches: Like television commercials, they're designed to generate an emotional connection to the services, and, like direct mail, they're designed to get people to act on the spot - i.e., buy or sign up right away.
The agency specializes in combining direct response and branding effectiveness in the same ads. Fly's work for the Amazon.com categories includes pre-roll videos, rich media banners, traditional banners and blogads. They will appear on a range of popular Web destinations.
"Our creative is designed to build the Endless.com brand and a feeling surrounding it. That's the beauty of the interactive channel: It lets you do direct, on-the-spot selling that's measurable, and it enables you to do the kind of lasting brand development that people associate with the costliest TV ads," said Benjamin Cruz, Chief Creative Officer at Fly. "We developed the 'Shoes glorious shoes' campaign knowing that customers can buy shoes anywhere. But what Endless.com shares is a passion for the lifestyle of the consumer's obsession with shoes. We know 'shoe freaks' because we are 'shoe freaks.'"
Said Larry Rowen, co-founder of Fly, "We're delighted to be working with one of the e-commerce leaders to help it remain the top e-marketing innovator."
Fly Communications (www.flycommunications.com), based in Manhattan with a satellite office in Los Angeles, is a boutique agency founded in 2001. It has 60 employees and clients in nearly all industries, ranging from media and spirits to financial services, retail and sports.
