DATE NIGHT / ADVERTISING / DOWNTOWN HALIFX BUSINESS COMMISSION
Okay, let’s talk about risks.
This ad campaign for DHBC, centered around a flagship video (mostly for media reasons, which was a brilliant approach), took a lot of leaps. Let’s not talk about the product. Let’s shoot in standard-def 4:3 and feed the video through a digital-to-tape-to-digital downgrading process. And let’s be awkward and have fun with it.
The earned media was worth it: this was picked up by Mashable, Digg, and HuffPost, not to mention local news and social media. Even SportsCenter with Jay & Dan had a laugh over the thing.
Oh, and the Date Night packages? Sold out within the first two weeks. Risk isn’t risk if it works.