It’s the size of the idea, not the budget that counts

by Next Wave Team | Oct 23, 2007 | 1 to 1 marketing, Advertising, Brand Relevancy, Creativity, Differentiating Your Brand, Everything You Want to Know About Advertising, Great Ad Agencies, Guerrilla Campaigns, Hot New Creative Agencies, How To Select An Ad Agency, Low Budget Advertising, Marketing & the Web, Practical Marketing 101, Search and Business, Secrets of Great Advertising, The Craft Of Advertising, Viral Marketing, Web strategy

When friends send you ads (update, 2022- the micros site- i5 slog is long abandoned) because they think they are “clever” - your faith is restored in our profession. Before I did a quick Google search on the ad, I already suspected it was the work of WongDoody out of Seattle. Not that it was stylistically identifiable- but because it was clearly an amazing use of a small budget to create something that was worth passing around.

That, my friends, is the mark of a great ad agency, one that understands our mantra of “It’s our job to make you more money than you pay us,” - that seems lost on many of the mega-agencies.

Here is the synopsis of the ad campaign from AdRants:

Adrants » Horizon Air Convinces Sloggers The Slog Is Not the Best Way to Travel
But the way WONGDOODY crafted the site - a collection of videos highlight each of “the slog’s” oddities and frustrations Old West-style - lends a certain attraction to the road.

In addition to the site, the campaign also includes print, radio and a branded truck with a museum-like diorama of the road that makes stops along the highway. Brochures will also be handed out to travelers on the road convincing them Horizon Air is really the way to go. In all, it’s one of the best airline campaigns we’ve ever seen.

To briefly explain how the campaign works so well on a limited budget:

• The campaign connects with consumers based on a fundamental truth: commuting by car can really suck.
• The small video clips aren’t video at all- but sequential stills with a solid voice over. This saves considerable cost to the client, yet delivers a comparable effect.
• The short vignettes are funny- “the suicidal marsupial, the speed bump possum” doesn’t make it into every campaign.
• No matter how entertaining, the stories connect back to the consumer/commuter to parts of their regular journey in a way that almost can’t but remind them that “I could have taken the plane.”
• The campaign was supported by other low budget yet highly visible media to connect to the site.

There are of course a few flaws in the strategy- one being that while the time you save from your I-5 Slog by flying over all those dead possums- you now have to deal with the TSA and their less than friendly shake downs, not having a car when you reach your destination (not as bad for destination Portland where you can find decent public transit- not good for Seattle bound folks where it’s still car culture).

From a delivery standpoint- WongDoody hasn’t made the site as search friendly as possible- and have totally failed on accessibility standards. That’s the norm for almost all agencies today. Without costing the client, Horizon Air a dime more, the site could have been built in a way that met all 508 requirements and had exactly the same effect- only being much more search and consumer friendly.

For instance, there is no way to send you a link to just one of the funny stories- like the one about the dead possum in the middle of the road. I also abhor any site that starts playing audio without specific instructions for it to- just in case I’m looking at something somewhere where I shouldn’t be (like watching this at work).

All that aside, working with a smaller creative shop like Wong Doody can definitely get a client much better results than working with a mega agency. Not only is the work top-notch and yet affordable, they are genuinely nice people as I remember setting an appointment with Pat Doody on my last visit to Seattle on a moments notice.

So, next time you are looking for a big bang for a smaller budget- look to agencies that deliver high value concept- not high dollar production expenses. Making your advertising budget work hard is the mark of a true hot creative shop, and when that happens- friends and strangers will start sending out emails about your last campaign calling it clever.