Case Studies - Wild Animus

Client: Wild Animus

Agency: Fresh Direction

Campaign: Wild Animus live event

Brief:

The campaign was aimed to promote awareness and stimulate interest and discussion in the themes of the book Wild Animus, and the philosophies and visual art genre that have inspired its author Rich Shapero.

Target Audience: University students

Campaign Description:

Link Communication organised a live event in the theme of the new book called Wild Animus. The events were in the theme of a 'Student Happening Event', for students attending five major UK universities.

The event was held in campus bars and all students attending had to wear or bring some piece of marketing relating to the promotion, e.g. a branded T-shirt, a downloaded ticket, a book sample or a CD sample, in order to be admitted into the event and entitled to a few free drinks during the night.

Student 'champions' / brand managers of the book displayed signage relating to the book on street furniture around university campuses, halls of residences and student area pubs, bars and shopping areas.

Street furniture covered included lampposts, bus stops, trees, railings, etc. Postcards, T-shirts and posters were then distributed to all students over a range of locations such as:

• Outside student unions, on university notice boards and throughout all possible university campus areas.
• Student halls of residence, targeting first year students in their bedrooms and home environment.
• Student area pubs and bars, targeting entrances and exits and also talking to students as they sat drinking and socialising. The print distribution campaign was designed to create awareness and encourage students to attend the upcoming event.

Results:

• The campaign achieved comprehensive coverage around the universities with the various marketing collateral.
• There was a magnificent turn out (of over 350 students) for each of the 'happening student events'.
• Each venue was full to capacity, with the vast majority of attendees wearing Wild Animus T-shirts, and the remaining having downloaded tickets from the website, or bringing a book sample with them.
• The people that stopped to talk to the student champions were all informed of the book launch and the happening event. A positive reaction was given by all students who expressed their interest in the book after attending the night.