Dec. 14, 2015
The Massachusetts Army National Guard is advertising on coffee sleeves, convenience stores (c stores) and on gas station pumps to recruit new enlistments.
The Guard recognizes that these advertising formats reach their demographic where they are most at ease. In these settings, the Guard's target recruits are more receptive to new ideas, such as signing up for the Guard.
The gas pump toppers reach drivers while they wait for gas to fill up their tanks. The convenience stores are in neighborhoods that reach the Guard's potential demographics on a daily basis. And the coffee sleeve ads have the added benefit of actually being in the potential candidate's hand for an extended duration.
See below image of the Guard's coffee sleeve ad.