Leo Burnett DM LEBRON, WE DARE YOU by Leo Burnett Chicago

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market United States
Agency Leo Burnett Chicago
Executive Creative Director Kent Middleton
Creative Director Patrick Rynell
Art Director Wallis Osborn, Bill Hatzinger, Alan Nuzum
Copywriter George Apfelbach
Released June 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: LEO BURNETT
Product/Service: SELF PROMOTION
Date of First Appearance: Jun 28 2010
Chief Creative Officer: Susan Credle (Leo Burnett)
Executive Creative Director: Kent Middleton (Leo Burnett)
Creative Director: Patrick Rynell (Leo Burnett)
Copywriter: George Apfelbach (Leo Burnett)
Art Director: Bill Hatzinger (Leo Burnett)
Art Director: Alan Nuzum (Leo Burnett)
Art Director: Wallis Osborn (Leo Burnett)
Media placement: Shoes - Direct Mail - 28/6/2010
Media placement: Ring Boxes - Direct Mail - 29/6/2010
Media placement: Mock Newspaper - Direct Mail - 30/6/2010
Media placement: Newspaper Ad - Akron Beacon Journal - 1/7/2010

Describe the brief/objective of the direct campaign.
In the summer of 2010, LeBron James became the most sought after free agent in sports history. Everyone was begging him to sign. Except for Chicago a fierce sports town that doesn’t get down on its knees for anybody. So instead, we dared LeBron to sign with Chicago. To take the challenge of playing up to the standards of the most famous basketball team in the world, in the house built by the greatest player of all time. A dare would raise the visibility of the agency, while respecting the Bulls and the City of Chicago.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to speak directly to LeBron as a competitor. We did so with two main packages, among other elements. The first package was a pair of original Air Jordan sneakers along with the challenge: “Do you dare to fill these shoes?” The second package was a trophy case filled with 7 empty ring boxes, one for each championship it would take to build a legend as big as Jordan’s, plus one to surpass it. When each package was delivered, it was covered by ESPN; only at the end of the campaign was it revealed where they had come from.

Explain why the creative execution was relevant to the product or service.
Our decision to dare LeBron came through two insights. First, LeBron James is a world-class athlete. You don’t get to where he is without being fiercely competitive and driven. We saw this as an opportunity to appeal to him as a competitor.

Second, we saw this as a chance to elevate the perception of the Bulls and Chicago. Pleading with LeBron leaves open the possibility of rejection. And the fact is, one person’s rejection of an entire franchise could come off seeming pathetic. A dare, though, shows anything but helplessness. It respects the franchise, the player and the city.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We sent a PR notice to news outlets throughout the country and the phone rang right away. The nightly news and countless sports blogs covered the story that even appeared on the primetime edition of Sports Centre, twice. It guaranteed awareness of our agency’s brand, and although LeBron didn’t come to Chicago, we think we got our answer loud and clear.