Over the weekend, I attended the District 3 Leadership Conference with my fellow AAF of the Midlands board members. And while I was eager to learn how we could improve our organization and take advantage of bonding as a board, I was most excited to hear Rich Stoddart, CEO of Leo Burnett Worldwide give the keynote at Friday’s dinner.
He didn’t disappoint.
However, amidst laughter at Allstate’s Mayhem campaign and the entire room’s battle against tears when watching Always’ #LikeAGirl viral video, I felt that familiar feeling of dissatisfaction. That awful little voice we all know too well when we see mega-agency creative, whispering these crushing words: “most brands don’t have that kind of budget.”
I mean, come on! An ostrich flying to an Elton John song while wearing Samsung VR goggles! The music royalties alone would give most of us a heart attack.
Then Rich crushed that little voice.
Take two minutes to see how:
How much did it cost, you ask? Around $37,000!
The results? “Van Gogh’s Bedroom” sold out immediately, generating massive PR and a 250% increase in online ticket sales—the highest attendance of any exhibit in 15 years.
So, what is your excuse? What is mine? With so many low-cost digital options available at our fingertips, it is up to us to figure out a way to engage our audience no matter how big or small the client’s budget.