Basilica Of St. Mary Promo, Case study AD TO GOD by Fallon Minneapolis

AD TO GOD

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Industry Shows, Events & Festivals, Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market United States
Agency Fallon Minneapolis
Art Director Aaron Seymour-Anderson, Daniel Burke
Copywriter Jessica Walden-Morden
Producer Kirsten O'callaghan, Emma Johnson
Account Supervisor Kay Pancheri
Released June 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: BASILICA OF ST. MARY
Product/Service: BLOCK PARTY
Agency: FALLON
Date of First Appearance: Jun 18 2010
Entrant Company: FALLON, Minneapolis, USA
Chief Creative Officer: Darren Spiller (Fallon)
Copywriter: Jessica Walden-Morden (Fallon)
Art Director: Aaron Seymour-Anderson (Fallon)
Art Director: Daniel Burke (Fallon)
Producer: Kirsten O'Callaghan/Emma Johnson (Fallon)
Media Planner: Brian Olsen (Fallon)
Sign Artist: Forrest Wozniak
Head of Integrated Production: Corey Esse (Fallon)
Director of Business Affairs: Brendan Lawrence (Fallon)
Account Supervisor: Kay Pancheri (Fallon)
Videographer: Ryan Philippi (Fallon)
Media placement: Stunts/Out Of Home - Rooftop, Top Of Bus Shelter - 6/18/2010
Media placement: Out Of Home - Billboards, Bus Shelters - 6/1/2010
Media placement: Print Campaign - Local Newspapers/Magazines - 6/1/2010
Media placement: Website - Http://basilicablockparty.org/ - 6/1/2010

Insights, Strategy & the Idea
For over 15 years, the Basilica of Saint Mary (the oldest Basilica in the US) puts on a huge rock party for charity, and this year they enlisted us to create a buzz worthy campaign to drive attendance. With a miniscule budget, the campaign couldn’t solely rest on bought media space to do the heavy lifting, we needed to build something amazing (and executable) that would get people excited about the event, and allow users to participate, too.
Research helped us find the perfect common ground between Rock and Roll and religion… sins.
We created a multimedia campaign around musical sins, and provided ways for consumers to confess their own musical sins and eventually seek musical redemption by attending the block party.

Creative Execution
We started by confessing our musical sins in local magazines and newspapers, and ensured impact with multiple consecutive units. Soon, the confessionals moved onto the street, in bus shelters and larger than life billboards across the Twin Cities. To compliment what was happening on the street, we created a website for consumers to submit their own creative, hilarious—and often embarrassing—musical sins.

But with a small media budget, we knew that we needed to do something extraordinary to ignite buzz for the event.

To ensure that the man upstairs got the message (a campaign reach of 1), we placed ads on the tops of bus shelters and rooftops inviting God to the concert. But just in case he didn’t get the message, we created a giant invitation to God—blessed by the Basilica’s priest himself—which we attached to weather balloons and floated up to the heavens.

Results and Effectiveness
Overall, we generated tons of buzz, with local news outlets (and the FAA) picking up on our ads to God to help spread the good word. Over 100,000 visitors flocked to the website to upload their musical sins. Lastly, for the first time in the event’s history, every volunteer position was filled a week before the event.

The campaign succeeded by driving over 25k faithful to the block party and helping the Basilica raise more than $20,000 over their budgeted goal (the best in the event’s 15 year history).