The 2012 Effie Awards, which recognize marketing ideas that work based on effective index rankings, awarded a trio of Gold Medals to Leo Burnett Worldwide for their Troy Public Library “Book Burning Party” campaign. When it comes to learning how to shape public perception and frame a debate, this campaign should be required reading.
Download a copy of the case study and you’ll see a number of correlations between the Troy Library challenges, as identified by the Leo Burnett team, and what many orchestras have experienced the past few years.
Download the case study.
In fact, the case study framework can serve as a useful template in helping make sense of some very complex issues for this field, such as defining value and identifying objectives. The idea is to help discover your Big Idea; the hook, the tag line, the a-ha moment or whatever it needs to be to help shape perspective and build support during challenging times (not to mention pushing back against what can feel like overwhelming opposition).
Visit the Book Burning Party’s showcase page for additional inspiration and set aside 2:53 of time to watch this extraordinary overview video created by Leo Burnett Worldwide that serves as a must-watch companion piece to the written case study.
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