Rhode Island Emissions & Safety Testing Program Case study NOTHING by Nail


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Industry Charities, Foundations, Volunteers
Media Case study
Market United States
Agency Nail
Director Nick Spooner
Creative Director Brian Gross, Alec Beckett
Art Director Laura Crigler
Copywriter Mark Habke
Designer Myles Dumas
Producer John Malina
Released May 2010

Credits & Description

Category: Titanium and Integrated
Agency: NAIL
Date of First Appearance: Apr 19 2010
Entry URL: http://nothing.org
Account Executive: Jeanette Palmer (NAIL)
Creative Director: Alec Beckett (NAIL)
Creative Director: Brian Gross (NAIL)
Agency Producer: Lizzi Weinberg (NAIL)
Art Director: Laura Crigler (NAIL)
Designer: Myles Dumas (NAIL)
Copywriter: Mark Habke
Producer: John Malina
Director: Nick Spooner
Jaime Arze: Editor
Advertising Agency: (NAIL)
Production Company: (Beef Films)
Editing Company: (Chop House Edit)
Media placement: Web Site Teaser - http://nothing.org - April 19, 2010
Media placement: Billboard Teaser - RI-4 Locations - April 19, 2010
Media placement: Campaign Web Site - http://nothing.org - May 4, 2010
Media placement: Campaign Billboard - RI-4 Locations - May 14, 2010
Media placement: Radio Campaign - PSA On Local Stations - May 4, 2010
Media placement: Cans In Stores - Local Distribution - May 4, 2010
Media placement: Bus Shelters - 20 RI Locations - May 4, 2010
Media placement: Tv Campaign - Dozens Of TV Stations, Including All Major Rhode Island Networks And Their Digital Counterparts - May 4, 2010
Media placement: Store Circulars - Whole Foods And Eastside Marketplace - June 1, 2010
Media placement: Email & Social Media Support - FB Fans, Twitter Followers, RIFB Mailing List - May 4, 2010

Describe the campaign/entry
We created a food brand. It had a logo. Packaging. Point of sale. Wide distribution. Advertising. Web site. Everything a food brand should have. Except food.

The brand was "Nothing", and it enabled the Rhode Island Food Bank to reach people in stores while they were surrounded by food, thinking about food, buying food. Because we believed that would be the single most powerful moment to broach the issue of hunger and the fact that the simple act of shopping for food is out of the reach of so many of their neighbors.

And then we gave them an extraordinarily simple way to help: put a can or two of Nothing in your shopping cart. When you checked out, the proceeds from those cans would go directly to the food bank.

In short, we took the problem and turned it into a product. Then we sold the product to solve the problem.

Describe how the campaign/entry was launched across each channel in the order of implementation
We let the familiar rhythm of food marketing guide us. There were teaser billboards and web banners. A teaser web site with a countdown to the launch.

On the launch date, the billboards and web site converted to "reveals." There was a well-publisized launch event at a local grocery store that got coverage from virtually every local TV station and gained front page stories in the major regional papers.

For the duration of the campaign, there was supporting TV and radio commercials as well in-store signage and prominent placement in weekly circulars. And like a food brand with a successful product on its hands, we added distribution as several retailers asked to be included in the program.

Give some idea of how successful this campaign/entry was with both client and consumer
The food bank saw online donations rise by 37% after the campaign. There were dozens of articles and blog posts about the initiative. They saw a burst of new Facebook and Twitter followers. Over 15,000 cans sold and were used and displayed by the community in ways we never imagined. In fact, the food bank has been amazed to find that cans filled with coins that have been returned to them have netted an unexpected additional $25,000 so far.

The food bank is now preparing a second phase of Nothing for this fall and is working with food banks in three other states to roll out their own versions of the campaign.