THE LONG COPY CHALLENGE CAMPAIGN SUMMARY Long copy’s not dead, its just gone Underground What do you do when your no.1 ad format (48 Sheets) is seeing YOY declines in spend? How do you re-launch one of the oldest ad formats around and energise a media community into reconsidering it for brand plans…? • • • • • • • •
Target the creative community with an understanding of their influence on media selection Create controversy by tapping into and critique a social shift in comms methods (short form advertising) Challenge an industry to prove their expertise and skill sets still exist Partner with key industry bodies Catch the imagination of the general public via social Promise to make them famous! Engage and receive entries from all of the UK’s top 10 creative agencies Get 330 of UK’s leading brands to submit artwork and thus creative to pitch back to run live on the Underground network
SEE LAST PAGE FOR IN-DEPTH BRIEF AND COMPLETE LIST OF TACTICS MIKE HEMMINGS