2009 GOLD

MEDIA IDEA

DOMAINATION

CONVERSE, CONVERSE

Geoff Cottrill, CMO
Dennie Wendt, VP-Mktg., N. Amer.

ANOMALY

Mike Byrne, Exec. Creative Dir.
Chet Gulland, Co-Creator-Media Strategist
Stan Chin, Co-Creator-Creative Strategist
Stephen Corlett, Brand Dir.
Andrew Loevenguth, Exec. Producer
Ian Ghent, Creative
Ross Aboud, Creative

The objective was to disrupt. Google is the new gateway to culture, a window to Converse's audience. The first step was to identify the searches the Converse audience was making, but no brand was buying. The idea was to create an entirely new use for Google Search, dubbed Domaination, a platform to dominate search marketing and destroy the perception of the microsite. On a slim budget of $100,000, the campaign attracted over 600,000 unique visitors, more than double the goal, and beat a traditional cost/visitor by 2600%.