Sid Lee Promo, Case study SID LEE COLLECTIVE BOOT CAMP by Sid Lee Montreal

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SID LEE COLLECTIVE BOOT CAMP

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Canada
Agency Sid Lee Montreal
Released October 2011

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: SID LEE COLLECTIVE
Product/Service: BOOT CAMP PROJECT
Agency: SID LEE
Agency: (Sid Lee)
Autodesk/Fatboy/Frame Magazine: (Partners)
Media placement: . - . - .
Media placement: . - . - .

Summary of the Campaign

In 2011, Sid Lee Collective, a cultural and commercial incubator that allows creative talent around the world to push the boundaries of creativity further, developed the Boot Camp, a novel event that would showcase the organisation’s multi-disciplinary approach by envisioning the next decade of a partner brand in just 10 days. First, the organisation partnered with Fatboy, an innovative home design company.

Sid Lee Collective needed a strong PR campaign that would raise awareness of its brand and the event, draw applications for participation in the event, and showcase the creative process of Sid Lee.

Targeting global creative talent, we inverted the traditional PR model of aiming to be in the news and we created the news. We transformed the 10 day brainstorm into a communications engine that put out 240 hours straight of broadcasting. With this engine as a base, we partnered with a key barometer in the design world, Frame magazine, embedding a member of their team in the process to tell the story and broadcast through their networks, and secured a highly regarded sponsor, Autodesk.

Before, during, and after the Boot Camp, we leveraged Sid Lee Collective, Fatboy, Frame, and Autodesk communications networks, with a focus on qualitative media, to saturate the targets’ news touch-points.

The PR campaign amassed a substantial amount of awareness of, and participation in, the Boot Camp, including the submission of 800 portfolios in the span of 1 month applying to be a part of the event.

The Situation

In 2011, the Sid Lee Collective, a cultural and commercial incubator that allows creative talent around the world to push the boundaries of creativity further, developed the Boot Camp, a novel event that would showcase the organisation’s multi-disciplinary approach by envisioning the next decade of a partner brand in just 10 days. For the first edition, the organisation partnered with Fatboy, an innovative home design company.

The Collective needed a strong PR campaign that would raise awareness of its brand and the event, draw applications for participation in the event, and showcase the power of Sid Lee’s model.

The Goal
The campaign had 3 primary goals:
1. Raise awareness of the completely novel event among the global creative community.
2. Attract high-level creative talent in multipliple disciplines from across the globe to apply for, and participate in, the Boot Camp.
3. Raise awareness of the Sid Lee Collective and display the power of the multidisciplinary model it employs to generate creative capital.

The primary target of the campaign was global creative talent across disciplines.

The Strategy
Because of its unique and innovative nature, we focused on telling the whole story of the event. While traditional PR focuses on being in the news, we inverted this model and concentrated on creating the news, transforming the 10 day brainstorm into a communications engine that put out 240 hours straight of broadcasting. We aggregated this content and deployed it over owned and earned channels, spotlighting qualitative media.

To ensure that we were speaking to our target directly, we embedded a journalist from a highly read touch-point, Frame magazine, into all stages of the process from pre- to post-event, and secured a well-known sponsor, Autodesk, which had a substantial fan base (over 600,000) within the creative community.

With well-established, high profile partners in the design world also documenting the event, we leveraged all partners’ communications platforms to provide access to the story, including print, video, digital, and social medias.

Execution
Flexible and continually adaptable, the campaign leveraged all available media channels to saturate the target audiences’ news ecosystems.

Partner: Frame, the world’s leading interior design magazine and a barometer of design.

Sponsor: Autodesk, a global leader in 3D design and engineering software for architecture and entertainment.

Pre-event
- Focus: Awareness and recruitment.
- Tactics: Call for applications sent through FRAME, Autodesk, Fatboy and Sid Lee Collective networks, including Websites, Facebook, Twitter, and Vimeo. Print and digital executions included letters to schools, post-cards, web banners, and videos.

During-event
- Focus: The campers and their progress.
- Tactics:
- 4-part series by FRAME that chronicled the Boot Camp.
- Boot Camp events broadcast across digital platforms, including daily updates on all Sid Lee social media.
- Camper updates across their social media networks.

Post-event
- Focus: Camp overview and results.
- Tactics:
- 32-page spread in FRAME.
- Video re-caps on social media networks.
- Push towards earned, external media.

Documented Results
The Boot Camp project was a huge success for Sid Lee. In only 10 days, the strength of the multidisciplinary model was displayed through concrete recommendations for a complete Fatboy brand ecosystem moving into the future. Reach within the target audience was great, and awareness outside of the primary audience through earned media was impressive, so much so that this coming year [RED] has requested to be the partner brand.

Quantitatively, there was/were:

- a 47% increase in the average monthly growth on the Collective’s Facebook page
- over 9m impressions on Facebook
- over 134,500 Flickr photo views
- just under 44,000 clicks of bitly (shortened) links about the event
- over 14,400 Vimeo video views
- 40 different articles written in earned media sources

Finally, in the span of only 1 month, we received 800 creative portfolios as applications for participation in the inaugural event.