BOOK BURNING PARTY by Absolute Post London, Leo Burnett Detroit for Troy Public Library

Adsarchive » Digital , Case study » Troy Public Library » BOOK BURNING PARTY

BOOK BURNING PARTY

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile, Case study
Market United Kingdom
Agency Absolute Post London
Agency Leo Burnett Detroit
Copywriter Mike Davis, Rob Thiemann
Released May 2012

Awards

Cannes Lions 2012
PR Lions Public Affairs Gold
Direct Lions Best Integrated Campaign Led by Direct Marketing Bronze
Media Lions Best Localised Campaign Bronze
Media Lions Best Use of Social Media Marketing Bronze
Promo and Activation Lions Best use of Social Media Marketing in a Promotional Campaign Bronze

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: LEO BURNETT DETROIT / TROY PUBLIC LIBRARY
Product/Service: TROY PUBLIC LIBRARY
Agency: LEO BURNETT DETROIT, USA
Title: BOOK BURNING PARTY
Entrant Company: LEO BURNETT DETROIT, USA
DM/Advertising Agency: LEO BURNETT DETROIT, USA
Global Executive Creative Director: Peter McHugh (Leo Burnett Detroit)
Creative Director/Copywriter: Glen Hilzinger (Leo Burnett Detroit)
Creative Director/Art Director: Bob Veasey (Leo Burnett Detroit)
Creative Services Director: Tony Booth (Leo Burnett Detroit)
Creative Technologist: John McClaire (Leo Burnett Detroit)
Copywriter: Rob Thiemann (Leo Burnett Detroit)
Intern/Art Director: Derek Tent (Leo Burnett Detroit)
Senior Producer: Jennie Hochthanner (Leo Burnett Detroit)
Copywriter: Mike Davis (Leo Burnett Detroit)
Senior Client Project Manager: Jennifer Samra (Leo Burnett Detroit)
Describe the brief from the client
Due to a struggling economy, Troy, Michigan could no longer afford its library, so it scheduled a vote for a 0.7% tax increase. With no organised support for the library, a well-funded anti-tax group had been waging a dominating campaign against it. In order to win the vote and save the library, we knew we had to change the conversation. We had to get voters to stop talking about the tax increase, and start talking about what it would mean to lose their award-winning library and all the services it provides. We had to get Yes voters to the polls.

Creative Execution

With little money and only 6 weeks until the vote, we couldn’t rely on paid media to break through voter indifference. We had to get voters to do it for us. With social media at the core, the idea of burning a library’s books managed to stir a global conversation about a local issue. It helped an entire community realise that whether the books are sold or burned, the result is the same - if the vote failed, the library and its books would be gone forever.


Describe the creative solution to the brief/objective.

Posing as a clandestine political group, we began by posting signs around Troy that said, 'Vote to close Troy Library Aug 2, Book Burning Party Aug 5'. Our signs invited a shocked and infuriated public to our Facebook page, and we added Twitter, Foursquare, eBay, 'help wanted' ads, flyers and more to help drive engagement. The campaign grew from local to international news as outcry over the idea of burning the library’s books drowned out the opposition and galvanised support for the library - which won the election by a landslide.


Describe the results in as much detail as possible.

For a community of only 80,000 residents, we ignited a social media conversation that generated over 650,000 impressions on Facebook and Twitter alone, and over 1m impressions worldwide. And on election day, Yes voters, the most difficult voters to mobilise, turned out at levels 342% greater than projected. And they turned out at levels 375% greater than surrounding communities with similar votes for tax increases. All with a budget of only US$3,500.