There’s an underlying theme that runs through the stories we write every month for Print+Promo: effective problem-solving. Think you can offer an attractive price and call it a day? Think again. Today’s corporate culture demands a deep understanding of client goals. This means conducting research, asking the right questions and anticipating roadblocks. Print and promotional distributors are doing this and more—and we’ve got the proof. For the next few weeks, we will be highlighting case studies that show the importance of exceeding expectations. The full collection is published in our June issue.
Men’s Health Awareness Giveaway
Submitted by Chris Woodward, director of marketing, BDA, Woodinville, Wash.
The Client: An undisclosed major league sports team and a regional health care provider.
The Goal: BDA was tasked by a major league sports team and a regional health care provider to develop a creative branded merchandise item supporting their message of men’s health. Requested deliverables included:
- Encouraging men to receive annual health care screenings.
- Creating a fun, memorable item symbolizing men’s health awareness and other men’s initiatives.
- Assisting the major league sports team in breaking a world record.
The Solution: BDA collaborated with the major league sports team and the health care provider in creating a fake mustache along with custom packaging to highlight the men’s health awareness initiative and the team’s record-breaking attempt. BDA sourced globally and produced large adhesive mustaches for fans to wear during the game. BDA kitted the false mustaches on backer cards, which were placed in every cup holder at the stadium. Fans were invited to wear their fake mustaches during a break in the action.
The Outcome: The major league sports team’s fans broke the world record for the most false mustaches worn at the same time in the same location. Key takeaways included:
- BDA created and distributed 80,000 fake mustaches.
- The campaign generated thousands of digital impressions across social and earned media for the major league sports team and health care provider.
- The health care provider witnessed a dramatic increase in men’s health screenings after the event.
While we were excited about breaking a world record, our ongoing goal is to raise the bar on creativity, strategy and execution for all our clients.
Don’t forget to check back next week for another case study!