Build brand awareness for TheEnvelope.com on a limited budget. An integrated ad campaign was developed that put the target audience (the film industry and awards enthusiasts) inside the ads. A concept was developed, simulating what it must be like to sit in the audience of an awards show. While hoping to hear their names announced, the ramblings of nominees sitting in their seats can be heard (or seen in the thought bubbles of the print campaign). The campaign was complemented with the tagline, “Get inside Hollywood’s head with TheEnvelope.com.”
This integrated campaign appeared in print, outdoor, online, movie theaters and on radio and TV for a period of six months. During that time, the website saw an increase of over one million visitors.