Agency uses digital ad campaign to drive decision makers to new website
ATLANTA (March 8, 2013) – What does an award-winning ad agency do when it wants to reach marketing decision makers and have them view its new website? For Atlanta-based Ames Scullin O’Haire (ASO), the answer is an interactive media advertising campaign that includes three unique video concepts to tell the agency story.
”We were recently hired by a large international corporation,” explains Patrick Scullin, ASO’s Managing Partner-Creative, “and at our presentation, the CMO said that we were ‘the best ad agency no one’s ever heard of.’ That got us thinking that we need to do something that 99% of ad agencies never do–– advertise.”
Some of Ames Scullin O’Haire’s work (Link)
The agency re-vamped its website to feature more work. “If people like our work, the success that it has created in the marketplace, and the quality of the talented people working here, then they may want to talk with us when they’re ready to change agencies,” says Scullin. “The primary purpose of our campaign is driving awareness and traffic to our website.”
To do that, the agency is testing three different concepts. One features sperms vying to get inside the circular logo of ASO, positioning the agency as “a perfect place for clients who want to grow.” In another execution, a metaphor is used as the word “tricycle” races against the word “Ferrari”–– and wins, thanks to marketing help from ASO. In a third video, visuals of clients being frustrated are shown as a voiceover reports that two-thirds of CMOs say that they are unhappy with their ad agencies. ASO is positioned as a solution for those frustrated clients since the agency is “a better place to be.”
“We wanted three distinct messages and styles of commercials so that we can test effectiveness and adjust accordingly,” says Kaitlin Duncan, Senior Planner of Engagement at ASO.
The digital ads will appear on a variety of well-known websites, including LinkedIn, as traditional banners ads, banners with pre-roll and video display. The media team tapped a mix of strategies to reach decision makers, including look-alike targeting, audience profiling and contextual targeting. The audience-profiling portion of the campaign will reach CEOs, VPs of advertising, marketing managers and others on the websites they visit throughout the day.
Scullin says, “We’re looking forward to this campaign helping us get better known so that we’re never again referred to as ‘the best ad agency no one’s ever heard of.’”
The campaign runs from mid-March to mid-April.
The advertising videos can be seen at http://asoy.com/aso-advertising/. Some of Ames Scullin O’Haire’s work from YouTube:
About Ames Scullin O’Haire
Founded in 1997, Ames Scullin O’Haire (AS0) is an independent communications agency that is equally owned by John Ames, Patrick Scullin and Tony O’Haire. Based in Atlanta, Ga., ASO offers creative, media, public relations and digital services. For additional information about ASO, visit www.asoy.com, www.twitter.com/asotweet andwww.facebook.com/amesscullinohaire