Teaming with AdMine, Ridge Creative sold and executed
a television campaign that delivered a big win for them and for
their client. Key to the success was a video series that Ridge identified
by searching the AdMine library. Originally created for the Atlanta
Ballet at a cost of over half a million dollars, the series of video
commercials focused on young people moving beyond their usual routine
to try an interesting, impulsive new activity. Although a ballet
promotion was far from the career and personal improvement offered
by WyoTech, the demographics and call to action were very similar:
early-to-mid twenties audience, and a motivation to do something
"out of the ordinary" and see a positive result.
The humorous video sequence started with young men
breaking out of their usual behavior(can we define what they did),
and it applied equally well to exploring a new cultural event or
investigating a new educational opportunity. Ridge was able to easily
keep the core video sequence, and add the WyoTech branding and message
specifics to the video at a low cost.
Ridge was convinced that this commercial could help
WyoTech, and arranged a meeting to propose their idea. The concept
was an immediate hit, resulting in a deal closed within a day. No
competing agency had been able to provide any completed sample campaigns,
much less anything of this quality on the confines of the WyoTech
budget. And because the content was essentially complete from the
AdMine library, turnaround on the finished campaign was extremely
short. The time to begin the final production until first broadcast
was only one week.
The concept was an immediate hit, resulting in a deal closed
within a day.