In the competitive landscape of advertising, standing out is key. For Inlaws Audio, a custom music house based in Toronto, this meant finding innovative ways to showcase their talents and attract new clients. Teaming up with creative agency BBR Toronto, they embarked on a mission to hack the judging process of advertising award shows.
The Challenge:
Inlaws Audio faced a common dilemma among small challenger brands: how to capture the attention of potential clients in a market dominated by established players. Despite their expertise and talents in custom music production, many ad creatives remained unaware of what Inlaws Audio had to offer. To address this challenge, they needed a strategy that would not only differentiate them from the competition but also highlight their unique selling points.
The Solution:
Rather than relying on traditional methods of client acquisition, such as wining and dining, Inlaws Audio and BBR Toronto devised a bold and unconventional approach. They decided to disrupt the judging process of advertising award shows by submitting hyper-targeted musical business pitches disguised as radio spots. These pitches were strategically crafted to appeal to the ears of relevant creative decision-makers: award show judges.
The Execution:
With awards deadlines looming, the team wasted no time in executing their plan. They conducted research to identify jury members and tailored each musical pitch to resonate with their interests and expertise. The songs were designed to showcase Inlaws Audio’s capabilities and persuade fellow creatives to consider them for their next commercial production.
To circumvent the limitations of their budget and comply with award show entry regulations, the team aired each spot once on radio stations with late-night time slots. This allowed them to reach their target audience without breaking the bank.
The Outcome:
While the interruption may have been unexpected for listeners, Inlaws Audio and BBR Toronto are confident in the effectiveness of their approach. By leveraging the power of music and creativity, they have successfully put themselves on the radar of potential clients and differentiated themselves from the competition.
Moving Forward:
The campaign serves as a testament to the importance of innovation and creativity in marketing. Inlaws Audio invites ad creatives to experience their talents firsthand by visiting their website and booking a session. With their disruptive approach to client acquisition, they are poised to make a lasting impression on the advertising industry.
Published in Canada in December 2023, this professional campaign was created for Inlaws Audio by ad agency Bleublancrouge. Comprising audio and film media elements, the campaign features four impactful media assets aimed at showcasing Inlaws Audio’s unique capabilities and attracting new clients in the competitive advertising landscape.
