DONKEY VS ELEPHANT by LBi for American Electric Power

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DONKEY VS ELEPHANT

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Industry Public awareness
Media Print, Magazine & Newspaper
Market United States
Agency LBi
Associate Creative Director Richard Bloom
Executive Creative Director Cedric Devitt
Creative Director Kriston Rucker
Art Director Steven Alvarez
Copywriter Howard Hill
Released March 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: AMERICANS ELECT
Product/Service: AMERICANSELECT.ORG
Agency: LBi
Executive Creative Director: Cedric Devitt (LBi)
Group Creative Director: Emil Lanne (LBi)
Creative Director: Kriston Rucker (LBi)
Associate Creative Director: Richard Bloom (LBi)
Copywriter: Howard Hill (LBi)
Art Director: Steven Alvarez (LBi)
Agency Producer: Sarah Kapoor (LBi)
Agency Producer: Dexter Liu (LBi)
Senior Designer: John Garofalo (LBi)
Director Of Technology: Paolo Yuvienco (LBi)
Technical Architect: Greg Ratner (LBi)
Senior Engineer: Nikki Stevens (LBi)
Interface Engineer: Matt Lein (LBi)
Associate Interface Engineer: Christian Dearmond (LBi)
User Experience Lead: Keith Conway (LBi)
QA Manager: Dariza Garcia (LBi)
Strategist: Michael Doody (LBi)
Global Head Of Planning: Jonathan Isaac (LBi)
Media placement: Guerilla PR Stunt - Guerilla - Posters, Flyers, Stunts - 3/8/2012

Describe the objective of the promotion.
The objective of the promotion was to build awareness for Americans Elect's SXSW panel presentation and encourage SXSW attendees to attend.

Describe how the promotion developed from concept to implementation.
The objective of the promotion was to build awareness for Americans Elect's SXSW panel presentation and encourage SXSW attendees to attend.

Explain why the method of promotion was most relevant to the product or service.
Americans are tired of watching our 2 political parties fight instead of work. So, as a non-partisan organisation whose goal it is to try to move past the fighting and find solutions, we used the fighting to our advantage. By staging fights between these 2 party mascots not only did we get real-world attention but we also created a social media buzz encouraging SXSW attendees to attend the Americans Elect panel and find out how they can help stop the fighting by participating in the first ever national online presidential primary.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion was so successful that even among the over 5,000 panels taking place during SXSW, the Americans Elect panel was a standing-room-only sell out. Not only was talk of the Americans Elect effort buzzed about the entire weekend, the buzz was confirmed when Americans Elect capped off the festival by winning the SXSW Interactive People’s Choice Award.