For many who have by no means walked via the inventive course of of constructing an advert, Harmon Brothers has fortunately pulled again the curtain, and it did so for the winner of a contest it hosted to supply a free video marketing campaign.
Again in Might, the Utah-based company introduced a competition to give away a Sprint video advertising campaign at $100,000 value, freed from cost. The giveaway’s aim was to spice up companies hit laborious by the coronavirus pandemic, and it referred to as the marketing campaign the “Poop to Gold” contest, a reference to Harmon Brothers’ lauded work with such odorous-themed companies as Poo-Pourri and Squatty Potty.
The winner ended up being GoTreads, the maker of foldable tire traction mats made to get any caught car out of mud, snow, sand or filth.
GoTreads was invented in 1975 and had a good market share, together with with the army and its heavy-duty automobiles. However the firm relied closely on commerce exhibits and conferences, which Covid-19 all however worn out. So, it had a particular want for one more promoting outlet.
As well as, the winner needed to have a transparent problem-solution—in case you get caught, placing GoTreads underneath your tires will get you unstuck. The winner additionally wanted to maintain up with demand if the marketing campaign was a success, an issue that earlier purchasers have had after getting the Harmon Brothers remedy.
Behind the scenes
With this marketing campaign, Harmon Brothers shares its secret to creating award-winning web advertisements. It paperwork the method of working with GoTreads in a three-part docuseries that features interviews and behind-the-scenes clips.
Letting folks in on the method isn’t new for Harmon Brothers, because the company has been educating folks on its formulation and techniques with its Harmon Brothers College program. “We’ve been principally opening up our complete playbook for years to the general public to have the ability to do the issues that we do. And it’s actually cool to see the businesses which are in a position to apply that efficiently,” Daniel Harmon, chief inventive officer of Harmon Brothers, advised Adweek.
What’s new is the behind-the-scenes strategy, which exhibits the staff’s genuine technique for making this marketing campaign. It even included a visual yawn on a Zoom name. The primary two movies within the collection present the method, whereas the third is the precise social video.
Harmon Brothers put GoTreads via market testing to search out out what messages resonated most with customers. Particularly, it was the universality of the way it can work with any measurement car, from bikes to tanks. One other was sturdiness.
“I feel we examined 30 messages in cascading order [of strength], and we actually simply let that write our scripts for us. And as soon as that script is finished, these visuals got here very simply behind,” stated James Dayton, inventive director at Harmon Brothers.
For manufacturing, the staff knew they needed to legitimately present automobiles getting caught and unstuck, so that they ventured to rodeo grounds close to the Harmon Brothers workplace with varied vehicles and vehicles. Whereas all of them handed the unstuck take a look at in deep sand, the staff knew they wanted one thing over 50,000 kilos.
“Sadly, this isn’t the best time to get a tank, throughout Covid. Fortunately, we have been capable of finding a improbable native who owned their very own non-public firetruck,” Dayton stated. “The GoTreads did precisely what they marketed. And we have been in a position to see that the market voted that they needed to see that sturdy battle take a look at.”