I LOVE LOCAL COMMERCIALS for MICROBILT CORPORATION

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I LOVE LOCAL COMMERCIALS

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Released September 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: MICROBILT CORPORATION
Product/Service: CREDIT DATA FOR SMALL- AND MEDIUM-SIZED BUSINESSES
Agency: Rockefeller Consulting / Insight Capitalists
Date of First Appearance: Sep 15 2009 12:00AM
Entrant Company: Rockefeller Consulting / Insight Capitalists , USA
Entry URL: http://www.ilovelocalcommercials.com
Chief Creative Officer: Michael Campbell (Rockefeller Consulting / Insight Capitalists)
Campaign Creator/Producer: Rhett McLaughlin (Rhett & Link)
Campaign Creator/Producer: Link Neal (Rhett & Link)
Media placement: Website - NA - 15 September 2009

Describe the objective of the promotion.
MicroBilt asked us to develop a program that would increase brand awareness among small businesses while delivering on their brand promise of helping small businesses see profits. Since MicroBilt serves a wide variety of small businesses, the challenge was to come up with a way to reach a disparate group of stakeholders and unite them under the banner of small businesses that use credit data. I Love Local Commercials was intended to engage prospective small business clients for MicroBilt by offering them something they desire, but often cannot afford, a 30-second TV spot, that both uplifts them and entertains.

Describe how the promotion developed from concept to implementation
To captivate a diverse group of people the program needed to be spreadable so that it could be passed along by consumers, business owners, etc. It became clear that the concept should include viral video and allow for audience participation. ILoveLocalCommercals.com was conceived to allow businesses to be nominated for a chance to win a commercial in the style of those terrible but lovable attempts at the 30-second spot small regional businesses often create.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 7,800 small businesses around the United States were nominated to receive ILoveLocalCommercials.com commercials (generating 7,800 leads for MicroBilt). The individual spots and behind-the-scenes clips have received over 7.3 million views to date. The campaign has received coverage in top media outlets. Articles were written about the campaign in: Inc Magazine, Forbes, Time, Advertising Age, Wired.com, The Huffington Post, and AdFreak. The spots were featured on: CNN, E!, TMZ, The Jay Leno Show, and Lopez Tonight.

Explain why the method of promotion was most relevant to the product or service
With small businesses facing difficult times they are looking for ways to promote themselves and MicroBilt's ILoveLocalCommercials.com answered the call. By appealing to small business people's natural interest in self-promotion, ILoveLocalCommercials helped introduce small businesses to the ways that MicroBilt can help them all be more profitable. Ultimately, MicroBilt customers don't care if they use a commercial or smarter credit data, as long as they increase their profits. While winners got the 30-second spots, every entrant was educated about how MicroBilt's credit data and other services could help them cut costs and become more profitable.