SHOCKING BARACK by Crispin Porter + Bogusky Boulder for ENERTIA

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SHOCKING BARACK

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Industry Motorcycles
Media Promo & PR, Case study
Market United States
Agency Crispin Porter + Bogusky Boulder
Director Steve Capstick
Editor Michael Gersten
Released October 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: BRAMMO
Product/Service: ENERTIA ELECTRIC MOTORCYCLE
Agency: CRISPIN PORTER + BOGUSKY
Date of First Appearance: Oct 13 2009 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Entry URL: http://wwwawards.cpbgroup.com/awards/2010/cl_til/brammo_shockingbarack.html
Chief Creative Officers: Rob Reilly/Andrew Keller/Jeff Benjamin (Crispin Porter + Bogusky)
Group Creative Directors: Dave Schiff/Alex Burnard (Crispin Porter + Bogusky)
Associate Creative Directors: Patrick Maravilla/Dayoung Ewart (Crispin Porter + Bogusky)
Senior Art Director: Justin Smith (Crispin Porter + Bogusky)
Senior Copywriter: Chad Lynch (Crispin Porter + Bogusky)
Director of Integrated Products: David Rolfe (Crispin Porter + Bogusky)
Managing Director of Interactive: Winston Binch (Crispin Porter + Bogusky)
Group Executive Producer: Pam Scheideler (Crispin Porter + Bogusky)
Executive Integrated Producer: Ryan Moreno (Crispin Porter + Bogusky)
Senior Integrated Producer: Madison Wharton (Crispin Porter + Bogusky)
Integrated Producers: Stephen Clark/Idalia Deshon (Crispin Porter + Bogusky)
Director: Steve Capstick (Crispin Porter + Bogusky)
Interactive Technical Director: Scott Prindle (Crispin Porter + Bogusky)
Experience Director: Matt Walsh (Crispin Porter + Bogusky)
Experience Designer: Shashank Raval (Crispin Porter + Bogusky)
Senior Design Technologist: Laura Nichols (Crispin Porter + Bogusky)
Design Technologists: Ken Goldfarb/Bill Burley (Crispin Porter + Bogusky)
Editor: Michael Gersten (Crispin Porter + Bogusky)
Music: Eddie Alonso (Crispin Porter + Bogusky)
Group Media Director: Bryant King (Crispin Porter + Bogusky)
Media placement: Online Documentary - Www.shockingbarack.com - 13 October 2009

Results and Effectiveness
In just over 2 weeks, we launched and established an unknown brand with no media or advertising budget. Coverage from over 150 news organisations, including the Associated Press, MSNBC and The New York Times. In all, the campaign generated an estimated 17.2 million media impressions valued at over $1,000,000. We also positioned BRAMMO as a leader in the fight for electric vehicle funding. As a result of media buzz, public support and mounting social pressure, BRAMMO CEO Craig Bramscher was invited to the White House on October 28, 2009 to meet with US Energy Secretary Stephen Chu. The meeting helped advance the cause of electric vehicles and positioned BRAMMO as an industry leader.

Creative Execution
BRAMMO produces the Enertia – the world’s first freeway-legal, 100% electric production motorcycle. We retraced the infamous journey of the Big Three automotive CEOs as they travelled from Detroit to DC in November 2008 to ask for bailout funds. They took private planes ($20,000 each). We rode Enertias requiring $5 in electricity. Our plan? Our hope was to present Obama a BRAMMO Enertia. Through the campaign hub, Shockingbarack.com, we requested places to sleep, electrical outlets and political contacts. We publicised the trip through like-minded bloggers. Our itinerary was crowd-sourced, with our route constantly adapting to coincide with offers of assistance. Over the two-week journey, the bikes became rolling petitions that could be signed both physically and electronically. Once in DC, we pursued political leads received through the blog. This, together with mounting social pressure, lead to BRAMMO CEO Craig Bramscher being invited to meet with US Energy Secretary Stephen Chu.

Insights, Strategy & the Idea
Not only did we want to launch and establish an unknown brand, we wanted to position this small, electric motorcycle manufacturer as an industry leader through which the public could effect political change. Our audience consisted of anyone interested in owning an electric vehicle that possessed no knowledge of the BRAMMO brand. The US transportation system is in a state of disrepair – dominated by large, complacent companies that have failed to provide relevant product offerings. We wanted to remind Americans that small, grassroots manufacturers, like BRAMMO, are often a model of innovation, efficiency and future progress. Our campaign was relevant because we leveraged America’s dissatisfaction with the status quo. While disappointed and angry, our efforts provided the public with something both needed and in short supply – hope.