To advertise Emergency Pizza 2.0, Mindshare used the perception that 64% of People between 18 and 49 years previous contemplate fandom a defining a part of their identification and turned to on-line communities, providing a pizza for their very own distinctive emergencies. Utilizing revolutionary media integrations, the company embedded Domino’s throughout the worlds the place followers of the chain had been already gathering on-line. On Twitch, The Glitch supplied Fortnite gamers an Emergency Pizza well being enhance; Netflix’s Squid Recreation experiential activation in New York supplied comfort slices to the bottom scorers; and unfortunate Fantasy Soccer gamers received a share of a $1 million value of spherical carbs.
The techniques drove a 2.3% bounce in retail gross sales and 5 billion earned media impressions, double the primary marketing campaign’s whole.
Atlassian | “It Begins With Jira”
Inventive Company: Atlassian Inventive Studio
Media Company: Noble Individuals
Class: Complete Marketing campaign ($1 Million-$5 Million)
To drive long-term development past software program improvement, challenge administration platform Jira launched a daring marketing campaign to reposition itself as a necessary device for creatives. Aimed toward fixing inefficiencies in non-technical workflows, the marketing campaign was grounded in a robust perception: Just one in 4 initiatives are accomplished, and 95% of execs are annoyed with their present collaboration instruments.
“It Begins With Jira” dramatized the journey of huge concepts by means of reverse storytelling, exhibiting polished outcomes first then rewinding to disclose Jira’s position in making them occur. Media placements focused moments of inspiration, with large-scale out-of-home takeovers in transit hubs, in-app Uber adverts, and a category-first in-flight content material partnership with United Airways. Storytelling collaborations with TED, Spotify, a customized podcast, and a humorous video sequence starring Zach Woods helped the marketing campaign break by means of within the staid world of B2B advertising.
The marketing campaign exceeded expectations, with Jira hitting 132% of its top-funnel purpose and gaining an 11-point enhance in consciousness and 13 factors in utilization intent.
Jordan Model | “You Can’t Ban Greatness”
Media Company: Wieden+Kennedy Portland
Class: Complete Marketing campaign $5 Million-$10 Million
