GlobalComm had a $15,000 budget to promote its new B2B telecom trade show, and it didn't want to rely on banners alone. [Award nominee] Slack Barshinger created a proprietary placement on Light Reading, the leading B2B Web site for the industry. The agency placed a "sign" in the hands of the site's popular animated mascot, Larry the Monkey, featured prominently on Light Reading's home page...
The campaign generated more than 1.2 million impressions and 30 percent more clicks than banners would alone. The campaign leveraged the affinity that site visitors have for Larry [emphasis added] and gave GlobalComm a halo of credibility.
You have affinity for me! You have affinity for me!
— Larry, Halo Bestower, Light Reading