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. We employed a targeted approach and shared content across social media in Iran at a high frequency. By doing this, we were able to gain a lot of interest among the budding business community. Our strategy was to help the videos go viral by creating valuable content that our audience would want to share. We achieved this by showing snippets of inspirational speeches from their previous events.
How we succeeded with marketing and advertising activities in Iran
For the promotion of Zigma8, we needed a strong strategy, so we chose to make the event unlike anything ever seen in Iran. By doing this, we’d significantly increase both the event’s audience as well as ours. One way in which we achieved this outcome was by providing a live feed for our newly-acquired audience on social media. No advertising agency in Iran had used this technique up to that point, so we used it as a point of differentiation.
Exploring new ways with our advertising campaign in Iran
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. In doing this, we’d reach a wider audience with a memorable message that would prove our innovation.
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