COMMUNICATION CHALLENGE

We at Zigma8 branding and advertising agency were proud to be given the opportunity to partner with the internationally run Global Synergy business forum, for what was to be the largest business gathering in Iran. With close to two thousand attendees expected and an online audience of tens of thousands business enthusiasts, we were keenly aware that this opportunity to present our strengths should not go to waste. To do this, we’d be taking on not one, but two challenges: firstly, to promote and brand the event, and secondly, to promote the Zigma8 brand, at the event. So how was it that we were able to sell-out the conference—while also reaching an even greater audience than anticipated—and impress the local business community in such a way that we’d sell ourselves.

PREV
NEXT

COMMUNICATION SOLUTION

To reach the local business community, we chose to run a PR campaign that would highlight the event’s international might, while also showcasing the event’s international guest speakers. By using a targeted approach and keeping fresh content available at a high frequency, we had little trouble in gaining interest. Our strategy would be to help the videos go viral by creating content that can be shared as content. This was done by showing snippets of inspirational speeches from the previous events around the world. For the promotion of Zigma8, we’d need a stronger strategy, and for this we chose to make the event unlike anything ever seen in Iran. In doing so, we’d significantly increase both the event’s audience as well as ours. To do this we decided to make the show live and available to an online audience as well as in person, and used this method to showcase our point of distinction in the local communications market. We knew that we’d need to be distinctive with our distinction so we created an unforgettable campaign—entitled ‘ATL, BTL, RIP?’*/**—that played with the word “LIVE”, while challenging the market’s complacency with traditional advertising and media. By doing this, we’d reach a wide audience with a memorable message that would prove our innovation.

*Above the line - advertising on media that is for the most-part publicly free to access: billboards and TV for e.g.
**Below the line - advertising on media that is accessible through paid access: in-store and in magazines for e.g.

ATL, BTL, RIP?! Campaign:

  • Entrance decor: three funeral styled limousines; decorated with flowers
  • Entrance Samplers: visitors engaged; gifted white funeral roses gifted
  • Live interior decor: zombie sampler gifting promo-scrolls from casket
  • Gift and CSR: Zigma8 book on advertising given for charitable donation
  • Flashmob: Choir sing in front of the funeral decor; influencer engagement
  • Viral video: live social media broadcasting; attendees filming and sharing

PREV
NEXT

COMMUNICATION RESULT

Although we were pleased that the event sold out within a very short time of being announced, running social media campaigns is not a big challenge for us. Beyond the fact that our Synergy Forum posts went viral—gaining up to 78,000 views per post—we were just as pleased by the fact that our faux-funeral flash-mob achieved the desired affect of being shared by the attendees and guest speakers alike.

*Above the line - advertising on media that is for the most-part publicly free to access: billboards and TV for e.g.
**Below the line - advertising on media that is accessible through paid access: in-store and in magazines for e.g.

PREV
NEXT
TOP