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Book Burning Party

basics
Industry: Media & Publishing
Media:Cyber
Market:United States
Style: Minimalism
descriptioncnen
Describe the brief from the client
Due to a struggling economy, Troy, Michigan could no longer afford its library, so it scheduled a vote for a 0.7% tax increase. With no organised support for the library, a well-funded anti-tax group had been waging a dominating campaign against it. In order to win the vote and save the library, we knew we had to change the conversation. We had to get voters to stop talking about the tax increase, and start talking about what it would mean to lose their award-winning library and all the services it provides. We had to get ‘Yes’ voters to the polls.

Describe how the promotion developed from concept to implementation
With little money and only weeks until the vote, we knew we had to do something extreme. Posing as a clandestine political group, we posted signs around Troy that said, ‘Vote to close Troy library Aug 2, Book Burning Party Aug 5’. Our signs invited an infuriated public to our Facebook page, and we added Twitter, Foursquare, flyers and more to help drive engagement. The campaign grew from local to international news as outcry over the idea of burning the library’s books drowned out the opposition and galvanised support for the library - which won the election by a landslide.

Describe the success of the promotion with both client and consumer including some quantifiable results:
With only US$100 in paid media, we generated over 650,000 impressions on Facebook and Twitter, and over 1m impressions worldwide. Our story became national and international news in just 2 weeks. We managed to create a global conversation about a local issue, helping a community realise that whether the books are sold or burned, the result is the same - if the vote failed, their award-winning library and its books would be gone forever. In the end, voters flocked to the polls at numbers 342% greater than projected. The library won the election by a landslide.

Explain why the method of promotion was most relevant to the product or service
With a total campaign budget of only US$3500, we couldn’t rely on paid media to break through voter indifference. We had to get voters to do it for us. With Facebook at the core, we ignited a social media conversation that gave voice to library supporters and garnered support from around the world. We created a platform from which to drown out the opposition and change the conversation from taxes to the importance of libraries, books and reading.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Producer:
Other credit:Creative Services Director: Tony Booth
Operations Director: Rick Bennington
Creative Technologist: John McClaire
Programmer: John McClaire
Project Manager: Jennifer Samra
Creative Technologist: John McClaire
awards
Cannes Lions International Festival of Creativity 2012
Bronze Direct
Best Integrated Campaign Led by Direct Marketing
Cannes Lions International Festival of Creativity 2012
Bronze Media
Best Localised Campaign
Cannes Lions International Festival of Creativity 2012
Bronze Media
Best Use of Social Media Marketing
Cannes Lions International Festival of Creativity 2012
Bronze Promo
Best use of Social Media Marketing in a Promotional Campaign
Clio Awards 2012
Gold Facebook Integrated Media
Other
Clio Awards 2012
Gold Interactive
Social Media
International ANDY Awards 2012
Gold Social
Government/Political
London International Advertising Awards 2012
Gold Digital
Public Service/Social Welfare
London International Advertising Awards 2012
Silver Digital
Viral
London International Advertising Awards 2012
Silver Digital
Use of Social Media
EPICA (Europe's Premier Creative Awards) 2012
Epica d’Or Interactive
Interactive
EPICA (Europe's Premier Creative Awards) 2012
Winner (Gold)
Consumer Direct
EPICA (Europe's Premier Creative Awards) 2012
Winner (Gold) Interactive
Consumer Direct
EPICA (Europe's Premier Creative Awards) 2012
Winner (Gold) Media Usage & Branded Content
Consumer Direct
EPICA (Europe's Premier Creative Awards) 2012
Winner (Gold) Other
Consumer Direct
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist)
Public Interest
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist)
Social Networks
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Interactive
Public Interest
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Interactive
Social Networks
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Media Usage & Branded Content
Public Interest
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Media Usage & Branded Content
Social Networks
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Other
Public Interest
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Other
Social Networks
Meribel Ad Festival - Central Europe Cristal Awards 2012
Cristal Brand Entertainment & Contents
Best Integrated Content Campaign
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