What do you do when your client’s No. 1 KPI is to change the world? Well, you don’’t go to a traditional advertising agency. That was Jeffrey Burns’, founder and CEO of Blockchains, LLC, audacious challenge. His plan is to change our way of life for the better by building a city on 67,000 acres in the middle of the desert that runs completely off the blockchain theory.
It was an audacious ask that needed an audacious response.
So, we strategically developed and executed an integrated marketing and communications plan that included brand development, films, print, outdoor, a digital ecosystem, a tech summit with Elon Musk and other industry leaders, a media takeover of a foreign country (Prague), building projections, a hologram, schematics of a city that didn’t yet exist, and a launch event that blew away an audience that is tough to impress.
And we did it all in five months. It’s the definition of audacious.
R&R was originally brought into the picture through our government affairs team on a small issue involving the land that Blockchains LLC had purchased for the project. But as we learned more about our client’s goals, it became apparent that this was more than just a campaign – this was a movement.
6100%
INCREASE IN WEB TRAFFIC
289%
INCREASE IN TWITTER FOLLOWERS
+259M
EARNED MEDIA IMPRESSIONS
This work won Adweek’s Experiential Awards “Activation of the Year”
The Work
