Giving the Alamo something to remember
48 hours to take over a city. Now we call that a mission.
Imagine 7,000 of your best customers descending on one spot at one time. You’ve just pictured the American Institute of Architects’ National Convention in San Antonio.
The challenge? Introduce Georgia-Pacific’s Paperless building products that resist moisture and mold. And do it in a memorable way.
This needed a “beyond ads” approach. One that would engage and entertain this highly intelligent and notoriously skeptical audience.
But, we had to catch them with their guard down. With their resistance meters off. We signed up street teams and decked them out in Build Paperless hats and shirts. Along the Riverwalk and routes leading to and from the convention site, our teams challenged architects to ball up paper and practice hoop shots.
Tossing paper became a free-for-all competition. After sundown, films featuring facts about paperless building products were projected high on buildings throughout the city.
Even popular eateries and watering holes were enlisted using special water-absorbent coasters designed to remind architects of the benefits of thinking paperless. But the impressions were indelible.
7,000 architects. 48 hours. One city.
Santa Ana who?
