Client: Rogaine
Job: To get Rogaine’s message into the consumer’s home on an environmentally friendly platform
Agency: Hanger Network, based in New York
Concept: The wire hangers that dry cleaners use go into consumers’ closets and often live there for several weeks.
Eventually, they end up in U.S. landfills, benefiting nobody. Hanger Network saw an opportunity to use dry cleaning hangers as a way to get its advertising clients’ messages into consumers’ homes for little cost.
Because hangers can stay in the homes for extended periods, the advertiser reaches the consumer on a daily basis.
The hangers would have extra appeal to both dry cleaners and consumers because they are environmentally friendly — they are made of 100 percent paperboard and are biodegradable and recyclable.
The plan: By partnering with Cleaners Supply Inc., Hanger Network has established a relationship with more than 35,000 dry cleaners nationwide.
The company will print ads for Rogaine on its eco-hangers anddistribute them for free in January to dry cleaners in D.C., Baltimore, New York, Los Angeles, Chicago, San Francisco, Detroit and Miami.
Hanger Network has recently made its eco-hangers available for purchase online for consumers who are concerned about the environment.
Creative team: Bob Kantor (chief executive), J.D. Schulman (founder and creator)
Background: In the past, Hanger Network has created eco-hanger marketing campaigns for Staples and L’Oreal.
Coming up next: Hanger Network also is running a campaign for Phillips Van Heusen’s Arrow men’s clothing brand.
The hangers promote Arrow’s “We Are Ellis Island” campaign, which seeks to raise awareness about the deterioration of the buildings on the South Side of Ellis Island.
