This Campaign Cost (Almost) Nothing

Lirra’s being artsy. The Hay Building meets the Portland...

Wed, 20 May 2009 17:39:40 -0400

Lirra’s being artsy. The Hay Building meets the Portland Museum of Art.

A True Giver

Wed, 20 May 2009 17:32:00 -0400

Lirra (showing a pic on her iPhone): Look how cool Patrick’s truck looks! We dirtied the back flap of his truck and I wrote on it!

Teddy: Cool!

Lirra: Can we do yours??

Teddy: I just washed it…

Lirra: You are SOOOO helpful

Teddy: I donated my tripod!

Lirra: Oh right, that obviously absolves you from any further efforts

Teddy: No, I mean, you can write on it if you want…

Lirra: No. I’m done with you.

‘Nothing’ Charity Ad is Really Something | Portland...

Tue, 19 May 2009 13:03:05 -0400

‘Nothing’ Charity Ad is Really Something | Portland Press Herald | Justin Ellis

Great campaign write-up in Ellis’ weekly column - front page news

PORTLAND — The rocks weren’t working out. All 110 of them posed a problem: The ink wouldn’t stick.

If that wasn’t enough, there was the small issue of writing backward on a window two stories above Congress Street.

And then there was the cardboard chair.

When you see the Salvation Army’s new “This Ad Cost Nothing” campaign around town, keep in mind that it’s not just a clever play on how the organization spends its money. It’s also a bunch of solutions.

Local advertising house The VIA Group knew it had to get creative when it took on the campaign. Of course, that’s its job, but in this case the project was pro bono. And more importantly, it had to reflect how the Salvation Army itself works on a simple budget.

It may take money to look slick, but it took help from friends, elbow grease and a little guerrilla work to make an ad “cost nothing.”

That’s how you get painted rocks with little messages popping up on tables and counters, handwritten signs on the windows of local businesses, and cardboard furniture in a shop where a chair can cost thousands. MORE

Night view (just because we mentioned it).

Tue, 19 May 2009 12:53:52 -0400

Night view (just because we mentioned it).

Way up high… One of our windows in progress Thank you...

Sun, 17 May 2009 19:02:45 -0400

Way up high…

One of our windows in progress

Thank you Local Thunder.

This one looks great at night.

Hey, we're on TV!

Sun, 17 May 2009 18:42:34 -0400

Hey, we're on TV!:

New England Cable News features VIA’s “This Campaign Cost Nothing” pro bono guerilla community advertising campaign for The Salvation Army.

NECN reaches over 4 million homes.

Very cool.

www.salvationarmydonate.org

Sat, 16 May 2009 12:32:55 -0400

www.salvationarmydonate.org:

Check out the campaign microsite.

Please.

It now has new photos of many of the guerrilla creative placements & the TV spot.

It makes us really happy.

It’s not really cheating. She still writes...

Sat, 16 May 2009 12:14:52 -0400

It’s not really cheating.

She still writes free-hand.

Lirra did every single one.

We think she’s in NYC this weekend interviewing for a job at Barney’s (doing windows).

HEY, we're on the radio!

Sat, 16 May 2009 12:05:51 -0400

HEY, we're on the radio! :

Check us out on Maine Public Broadcasting Network.

Campaign art director, VIA’s Chris Avantaggio takes MPBN’s Josie Huang on a tour of the guerilla creative placements around town.

Our client, Craig Evans, director of development, The Salvation Army of Northern New England gives a great interview.

You’ll hear from Brian Latham at Addo Novo, home to the now semi-famous “This Campaign Cost Nothing” chair.

Also, great commentary from people on the street.

We think Chris sounds pretty good on the radio….

I swear we’re not surprised.

Coffee anyone? You can now find these all over Portland. Bard...

Sat, 16 May 2009 11:15:04 -0400

Coffee anyone?

You can now find these all over Portland.

Bard Coffee, Maine Coffee Roasters, JavaNet and our most recent addition Morning in Paris.

There is no shortage of coffee drinkers in Portland.

At VIA sometimes it seems like we live on the stuff. And other assorted liquid refreshments.

We get to wash all of these windows. Lots of windows....

Fri, 15 May 2009 09:50:19 -0400

We get to wash all of these windows.

Lots of windows. Everywhere.

We’re ok with that. It gets us out of the office.

STAMP STAMP STAMP We stamped many, many, many boxes. Swollen...

Fri, 15 May 2009 09:45:14 -0400

STAMP STAMP STAMP

We stamped many, many, many boxes.

Swollen limbs were involved.

We’re pretty sure it’s worth it.

Thank you Leonardo’s - you helped us reach thousands.

The Advertising Campaign That Cost Nothing | Out to Launch |...

Thu, 14 May 2009 16:53:16 -0400

The Advertising Campaign That Cost Nothing | Out to Launch | MediaPost

VIA’s campaign featured in this well-read weekly advertising industry blog

The Salvation Army of Northern New England launched a fantastic campaign in Portland, Maine, dubbed the “advertising campaign that cost nothing.” Eighty-three cents of every dollar donated to The SA goes directly to programs and people served, which helps explain the concept of the campaign. More than 40 local businesses in Portland agreed to participate in the campaign by donating windows, walls, coffee sleeves, bar mirrors, shopping bags and pizza boxes as ad space. You might even find a rock turned into an ad. “Free ad space helps us free even more people from addiction,” reads one guerilla posting. MORE

THE MONEY WE SAVED ADVERTISING ON THIS ROCK HELPS PEOPLE THROUGH...

Thu, 14 May 2009 16:40:46 -0400

THE MONEY WE SAVED ADVERTISING ON THIS ROCK HELPS PEOPLE THROUGH HARD TIMES

Our rocks being put to good use.

People pick them up and look at them every time…so the business owners tell us.

Who knew rocks could create so much buzz?

We’ve got rocks….lots of rocks. Those of us with...

Thu, 14 May 2009 16:20:00 -0400

We’ve got rocks….lots of rocks.

Those of us with good handwriting got to experience the joys of paint fumes while handwriting each of these - especially Lirra.

She’s smart. She’s got brain cells to spare.

TV Attire

Wed, 13 May 2009 18:40:27 -0400

Rob: Oh, can you remind Greg that NECN’s coming tomorrow?

Lirra: Sure…

Rob: Like, make sure he’s wearing something that he’s ok with being on TV in.

Lirra: Ha, like not sweatpants?

Rob: Yes.

Lirra’s text to Greg: “Hey! Just wanted to remind you that NECN’s in house tomorrow, so if you want to avoid giving bobbyg a coronary don’t wear sweatpants ;)”

Q: How to find a dirty car window on a beautiful spring day? A:...

Wed, 13 May 2009 18:39:52 -0400

Q: How to find a dirty car window on a beautiful spring day?

A: Good thing we’re experts on making things dirty.

Who says dirt can’t be meaningful?

Guerrilla Marketing Hits Portland | Mainebiz Great campaign...

Wed, 13 May 2009 14:21:39 -0400

Guerrilla Marketing Hits Portland | Mainebiz

Great campaign write-up from Portland business weekly

If you’re strolling through the Old Port today, you might notice a message scrawled on a dirty car window, painted on a rock plunked on your lunch table or stamped on the sleeve of a passerby’s coffee cup. “This ad cost nothing” it might read, or “The less we spend on advertising, the more people we can reach.” If you wind up donating to The Salvation Army after seeing it, consider yourself a successful target of “guerrilla marketing.”

Local ad agency The VIA Group began blanketing Portland, South Portland and Westbrook on Monday with a pro bono grassroots ad campaign on behalf of The Salvation Army, designed to boost awareness and donations during a typically slow time of year for the charitable organization. Roughly 50 area businesses are donating space for the effort, including the Portland Pie Co., which will have ads stamped on the underside of its pizza boxes, and Novare Res, where messages will be painted on the bar’s mirrors. (cont.)

Fringe campaign benefits…. Thank you Portland Pie.

Wed, 13 May 2009 13:34:38 -0400

Fringe campaign benefits….

Thank you Portland Pie.

Volunteerism

Wed, 13 May 2009 13:28:14 -0400

Lirra: Where’s your altruism? What have you done?

Teddy: Umm…I donated my tripod for the TV shoot.

Lirra: (look of incredulity) Oh come on! Where’s your altruism?