The best advertising and marketing campaigns are ones which touch on topics of a timely nature. Since the timeliness is already part of the consumer's mindset, it makes more sense and is therefor more memorable.
The most obvious example is in holiday advertising (i.e.; Xmas specials, Valentines Day offers, etc..). The problem is that every company does it. Wouldn't it be more noticeable and memorable if a company decided to offer a "Second Thursday of the Month Sale"? It's different enough to get people talking. How about a "10% off on Rainy Day Sale"?
Can anyone remember a specific Valentines Day sale from 2008? Probably not, but most people would bet there were some. Marketing messages are a blur for consumers.
The ad below flowed into my INBOX earlier this week. Genius.
Veet took a an event very much in the minds of consumers and attached their product to it. Very cheeky. They even appeared to tie the placement to the content elsewhere on the newspaper page which gives it additional context. Here's the full page in PDF format (Download 1.1MB PDF) if you're interested.