Small Budgets - Products
This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less).
Detroit City Football Club grew from a ragtag amateur club playing on high school fields to the hottest sports ticket in town. And they used that momentum to become a force in the community. After 8 years of grinding through various amateur leagues, the Club finally was ready to go pro in 2020 - then Covid hit. They needed to crowd fund $1.2 million in 4 months, during a recession, to stay alive. Our campaign achieved that in less than 5 days, by selling not just shares, but bragging rights.
Brand: Detroit City Football Club
Client: Detroit City Football Club
Agency: Lafayette American
How to launch a new product with a $0 production budget? This is the challenge we, and Burger King, faced in Q1 2019. A historically slow quarter, the brand needed the launch of a new dessert product to be successful, but with little resources to offer in support. We got scrappy, identifying an opportunity to hijack a trending conversation with a contentious social media behavior bound to get people talking. Our target? Influencers, who have the highest reach potential. They took the bait, and the launch was an overwhelming success.
Brand: Burger King
Client: Restaurant Brands International
Agency: MullenLowe U.S.
Scent By Glade®
The rise of online shopping meant that consumers could not sample our fragrances before purchasing them. To allow online shoppers to experience our fragrances in real life, Glade leveraged an overlooked part of the online shopping experience: packing pillows. For the first time ever, we turned air into an advertisement, experience, and point of purchase all in one.
Client: SC Johnson