FBI campaign shortlisted for B&T Media and Digital campaign of the year

FBI is an Australian icon, a station that champions local music, arts and culture. FBI approached us to help develop an idea that would raise a lot of money, off a very small budget. When I say small, they actually had $0. So appreciating that the audience of FBI are a creative, forward thinking lot who rely heavily on digital channels for communication and entertainment we developed an idea to raise the money and save the station.

We developed a central idea called ‘Ask Richard'. In a cheeky call to action, we asked the listeners of FBI to ask Sir Richard, the most outgoing, eccentric, music loving billionaire, for a cool $1,000,000. Whoever asked you in the most creative way also got a lazy $50k. We built an easily accessible low cost destination that housed all Social Media elements essential for a campaign of this nature, askrichard.com.au was easy to use, housed all necessary content and above all was free to set up.

This idea empowered the FBI listeners to flex their creative muscle and generate interesting content and would motivate them to propagate the message via social networks, influential blogs and news sites.  With every entry that was submitted the FBI message was amplified and the campaign took on a life of its own over the ensuing few weeks.

So what were the results? Previous campaigns had only ever raised up to $80,000, we raised over $600,000 and saved our beloved FBI Radio in the process! In the words of Evan Kaldor, FBI’s Managing Director “This campaign was a shot to the heart of any FBI listener; it was different to anything we had ever done before”. Further, the campaign generated an estimated $7.2 million dollars worth of media. Taking a digitally focused strategy for the first time allowed us to raise over 6 times more funds than any other previous campaign drive run by FBI (note others had all be radio based). The FBI Campaign is shortlisted for B&T Media Campaign of the year and Digital Campaign of the year. 

Comments

[Adam]

Ace.

[X]

Brnasons is a god. Does lots of good things. Nice idea.

[Naked Communications]

It was a successful campaign that saved FBI. In fact it was success campaign because we galvanized the fans of FBI to create rather than consume. What a cool philosophy?