MECHANICAL BULLS by BBDO New York, BBDO New York/ BBDO Atlanta for The Economist

MECHANICAL BULLS

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Industry Newspapers, Magazines, Business equipment & services, Corporate Image
Media Promo & PR, Design & Branding, Case study
Market United States
Agency BBDO New York
Agency BBDO New York/ BBDO Atlanta
Chief Creative Officer David Lubars, Bill Bruce
Creative Director James Clunie
Art Director James Clunie
Copywriter Kara Goodrich
Released May 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: THE ECONOMIST
Product/Service: MAGAZINE
Agency: BBDO NEW YORK
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officers: David Lubars/Bill Bruce (BBDO New York)
Senior Creative Director/Copywriter: Kara Goodrich (BBDO New York)
Creative Director/Art Director: James Clunie (BBDO New York)
Media placement: Out Of Home - Outdoor Festival In Dallas, TX - 1 May 2009
Results and Effectiveness
The Economist mechanical bull ride was very successful. Person after person took up the challenge of riding the bull, and the message and humour were not lost on any of them. Local television stations and newspapers picked up on the event, exponentially increasing its reach and impact.
Creative Execution
At a very popular annual street fair in the Dallas area, The Economist challenged their intellectually curious target to a ride on a mechanical bull, symbolising their current financial “ride.” The mechanical bulls were outfitted with blankets that identified them as the “Housing Market,” “Stock Market” and “IRAs.” Riders at the well-attended street fair could choose a bull and attempt to stay on as it bucked. Economist branding was well-represented throughout. And Economist ambassadors were in attendance to answer questions, hand out sample issues and talk to people about the brand.
Insights, Strategy & the Idea
As part of a city blitz effort across the country to raise awareness of the publication in the United States, The Economist wanted ideas for a targeted effort in or near Dallas, Texas, that would help them reach their desired audience. The audience ranged from people unaware of the brand to loyal readers. The task was clear: stimulate interest in and awareness of The Economist in the Dallas metro area. In the midst of a deepening recession, the target is looking for answers, information and perspective – all of which The Economist provides from a uniquely global perspective. The Economist wanted to pique interest with potential readers by demonstrating their unique brand of wit and insight.