Schizo Stereo Technology Helps Truck Outfitters Deliver a Double Punch

    WEXFORD, Pa.--May 17, 2001--Truck Outfitters' new radio campaign allows listeners to choose the commercial they want to listen to.
    Each of the three ads contains two separate story lines: one on the left channel and one on the right. If listeners fail to turn their stereo balance control all the way to the left or right, they will hear pure gibberish. In a spot titled "Dysfunctional Family Unit," for example, listeners may choose to listen to Dad or Mom.
    Schizo Stereo Technology was developed especially for this campaign. Explains Bill Abramovitz, creative director of advertising agency Media Force, "It's a perfect way for Truck Outfitters to simultaneously reach all the varied segments of the truck accessory market."
    "The ads will definitely get the listener's attention," said David McConnell, CEO of Truck Outfitters. "Truck owners use their pick-up trucks for all kinds of activities and they have a wide range of interests. These ads attempt to address those differences in a unique way."
    McConnell has no doubts that truck owners will figure out the new spots. "Our customers are just smarter than the average bear," he said.
    "It's just weird enough to work," said Abramovitz. The spots are scheduled to run on Pittsburgh radio powerhouse, WDVE.
    Nationally trucks and SUVs represent 50% of all vehicles sold today according to Wards Auto Infobank. The Specialty Equipment Market Association (SEMA) estimates the booming aftermarket industry to be worth about 29 billion dollars a year.
    Truck Outfitters plans to open three more area stores in the next year. The retailer specializes in the sale and installation of pick-up truck accessories for enthusiasts who use their trucks for work and leisure.