Basilica Of St. Mary Promo, Case study BASILICA BLOCK PARTY by Fallon Minneapolis

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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
Account Supervisor Kay Pancheri
Released June 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Product/Service: BLOCK PARTY
Agency: FALLON
Date of First Appearance: Jun 1 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)
Integrated Producer: Emma Johnson (Fallon)
Print Producer: Kirsten O'Callaghan (Fallon)
Print Producer: Tom Beckel (Fallon)
Head of Integrated Production: Corey Esse (Fallon)
Sign Artist: Forrest Wozniak
Media Planner: Brian Olsen (Fallon)
Director of Business Affairs: Brendan Lawrence
Videographer: Ryan Philippi (Fallon)
Account Supervisor: Kay Pancheri (Fallon)
Account Manager: Callie Stibal (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:// - 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. Finally, we created a website for consumers to submit their own creative, hilarious—and often embarrassing—musical sins.

A tribute wall outside the Basilica (like the Elvis memorial at Graceland) allowed fans to donate their embarrassing music memorabilia, with the most awesomely bad items winning free tickets.

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
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), which helped repair and restore the Basilica—an over 100-year-old historic landmark.

We also generated tons of buzz, with over 100,000 visitors flocking to the website to upload their musical sins. Local news outlets also picked up on our ads to God to help spread the good word. Lastly, for the first time in the event’s history, every volunteer position was filled a week before the event.