PNB & GOMOBILE GIVE BACK
Nutcracker Mobile Doubles as Roving Food Collection Site in 4th Annual Partnership
For the fourth year in a
row, GoMobile is bringing the magic of Nutcracker
to the streets on behalf of Pacific Northwest Ballet.
The "Nut Truck" features a scene from the
fabled story including full-sized animated figures of Herr Drosselmeier, Fritz and Clara, complete with a full stage setting and lighting. The
memorable scene displayed in the vehicle is complemented by the classic
soundtrack of Nutcracker which plays on the vehicle's external speakers during events.
"The partnership with
GoMobile allows us to bring Nutcracker
into the community-generating excitement wherever it goes! We are very
proud to be able to use the Nut Truck as a vehicle for collecting food for Food
Lifeline, and to be able to give those generous folks a discount to Nutcracker.
It's a perfect partnership," said Lia Chiarelli, Associate Director of
Marketing for PNB.
The truck will be enchanting families around King County, drawing attention to the Pacific Northwest Ballet's Nutcracker as well as their partnership with Food Lifeline.
Pacific Northwest Ballet continues to support
the community that has embraced the Nutcracker
by partnering with Food Lifeline of Greater Seattle in conjunction with
GoMobile and Industry Graphics for their second annual "Feed the Nutcracker,
Feed the Community" food drive. Those who donate canned and non-perishable food
at one of the specified events will receive 15% off of their
admission to Nutcracker. Spread the
spirit of the holidays and help eliminate hunger by donating to Food Lifeline
and attending Pacific Northwest Ballet's spectacular performance of Nutcracker.
Pacific Northwest Ballet
Pacific Northwest Ballet, one of the largest
and most highly regarded ballet companies in the United States, was founded in
1972. In July 2005, Peter Boal became Artistic Director, succeeding Kent
Stowell and Francia Russell, Co-Artistic Directors since 1977. The Company of
fifty-one dancers presents more than 100 performances each year of full-length
and mixed repertory ballets at Marion Oliver McCaw Hall and on tour. The
Company has toured to Europe, Australia, Taiwan, Hong Kong, Canada and
throughout the United States, with celebrated appearances at Jacob's Pillow and
in New York City and Washington DC.
POINT OF VIEW
Samuel Bolland is an Account Executive at GoMobile, with 10 years in the out-of-home advertising industry. We picked his brain on where OOH is headed and what it takes to keep a brand's name in the streets.
Briefly outline your experience in the advertising industry.
SB: In 2000 I was approached by Viacom TDI to relaunch and to
redevelop the Tacoma and Olympia markets here in Washington. I was in charge of over 800 buses and over 1500 billboard
faces in Oregon and Washington and was really lucky in that it helped me
springboard my career. From my
time at TDI Viacom I left and joined Titan Worldwide and their award winning
Seattle team. It was there that I
really learned and forged my philosophy on client relationships, on direct
business and how to build a pipeline connecting direct business with agency business.
From there I had short stints at Clear Channel and a couple
start-ups that lead me to GoMobile. Since my time here I couldn't be more pleased with the dedication and innovation of our team. This is a group of people that truly care about their clients and about creating compelling campaigns.
In your ten years in advertising, how have you seen the
OOH market change?
SB: When I first started in this industry, it was all about impressions and all
about CPM, and how it is that those things impact a buy. Now, it's really not about that at
all. It's about the experience of
the ad, and the way an ad can impact someone, how that ad can change and evolve into a campaign and how that evolution can move the ROI
line. ROI is so much more
important to outdoor advertising than it was 10 years ago. No one can afford to smack a logo on
something and have it expect to drive results.
Where do you feel GoMobile fits in the OOH landscape?
Quite frankly it doesn't. More and more we get calls from agencies and brands that say, "We want the big idea. We don't know what it is yet, but we bet you do." We love that challenge! One of the things that is really unique about our
organization is that while we began as a mobile OOH application, GoMobile
possesses the power to be much more than that. Our team can be anything you want it to be, from a unique and powerful creative arm
that can get in the weeds with any of our clients, to our outstanding capabilities which span building illuminations and wraps to ground level street stenciling to complex, innovative B to B and B to C campaigns that generate results.
Whats your client relationship philosophy?
At the end of the day, what I want my
clients to say about Sam is that he really wanted to help me beyond the scope
of the program that he worked with me on. I
want people to say that he was not afraid to answer the tough questions,
wasn't afraid to make sure that we received what we needed and that we heard
what we needed to hear. One of the most important things
about client relationships in any profession is communication. I cherish my communication with my clients.
WORK WE LOVE
WE'LL COVER YOU
Baltimore Healthcare Access put a giant Band aid on the health care problem in Maryland with an innovative out of home banner campaign that got attention on the streets. To measure ROI, Baltimore Healthcare Access incorporated a texting campaign into the message where people could get information on Baltimore Healthcare Access' services. To create the larger-than-life banner, the client used Banner Galaxy, a full service printing company that specializes in large format printing.
THE PILLOW FIGHT FROM NOWHERE
Hundreds of people, feather pillows in tow, arrived in London's Town Square this month and the scene erupted in a giant pillow fight that eventually had to be broken up by police fearing injuries. No one immediately took responsibility for the stunt, but later it was found that a small local theater organized it and due to a social media announcement out of their control, it took flight. Either way, over 140 comments posted on a local newspaper's online story detailing it!
Photo Credit: Media Life Magazine.
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