TAKEMEFISHING.ORG by Colle + Mcvoy for Recreational Boating & Fishing Foundation (RBFF)

TAKEMEFISHING.ORG

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market United States
Agency Colle + Mcvoy
Executive Creative Director Mike Caguin
Art Director Joe Monnens
Copywriter John Neerland
Released August 2010

Credits & Description

Category: Best Use of Print
Advertiser: RECREATIONAL BOATING AND FISHING FOUNDATION
Product/Service: BOATING AND FISHING ADVOCACY
Agency: COLLE + McVOY
Date of First Appearance: Aug 1 2010
Entrant Company: COLLE + McVOY, Minneapolis, USA
Executive Creative Director: Mike Caguin (Colle+McVoy)
Associate Creative Director: Joe Monnens (Colle+McVoy)
Copywriter: John Neerland (Colle+McVoy)
Art Director: Joe Monnens (Colle+McVoy)
Studio Retouch: Greg Goranson (Colle+McVoy)
Media placement: "Staple Hook" Print Ad - Camping Life Magazine - 1 August 2010
Media placement: "Gutter" Print Ad - Camping Life Magazine - 1 August 2010
Media placement: "Page #" Print Ad - Camping Life Magazine - 1 August 2010

Insights, Strategy & the Idea
The objective was to position TAKEMEFISHING.ORG as the one-stop shop for everything you need to know about fishing. The target audience was lapsed or infrequent anglers. The insight that drove us was the idea that we could use a media buy as an opportunity to SHOW people, rather than merely telling them, how TakeMeFishing.org makes fishing fun and easy.

Creative Execution
In order to drive traffic to TAKEMEFISHING.ORG, we wanted to create an ad campaign that would cut through the clutter of traditional magazine advertising. An added challenge was that we were using an “old” medium to drive traffic to a new one. All the more reason we needed to create interruptive and memorable executions. We partnered with our print publications to secure value-added insertions on top of a more traditional buy.

Results and Effectiveness
This campaign has led to a 20% increase in site traffic. In the ever more competitive drive for attention, these ads helped increase unaided awareness of TAKEMEFISHING.ORG significantly. The bottom line? We didn’t just buy an impression, we made one.