How I helped a client be a part of an online event that got 1.25 Billion + Impressions.
One of the most exciting moments of my career is when I saw an opportunity for exposure for one of my clients and my company( The LAB) was able to convince them to jump on board, resulting in them getting visibility beyond what they could have ever imagined. (Though it didn’t quite happen the way I wanted it to, it happened, and I’ll leave that right there).
Let’s get into it. During covid, I was an avid supporter of a fairly new online concert clash series by two little-known American producers- Timberland and Swizz Beats. Don’t worry only cool people like me know them.
One day I saw them announce that an up-and-coming Verzus event would be dancehall: Bounty Killa vs Beenie Man. Immediately my mind started turning and in a couple of minutes, I whipped up some proposal decks for a few of my clients that I thought could capitalise on the growing event. Only one client was ready and willing to seize the opportunity- Digicel. They supported the event with strong connectivity and got impromptu shout-outs from Bounty Killa which went viral. As someone who had watched several of the previous Verzus events, I knew that poor connectivity was an issue during several of the clashes, to the extent that there were several articles highlighting the issues with Nelly vs Ludacris, Teddy Riley vs Baby Face etc. With Jamaica being a small “third world country”, I thought we should ensure this absolutely NOT happen to us. And it didn’t. And people noticed. Several comments rippled through the chats of later Verzus events every time there was an internet issue – “ they need to get that Jamaican Digicel”. There were memes and tweets, and Bounty even got a deal out of it. That clash itself had over 1.25 BILLION impressions.
If Digicel wasn’t ready, willing and quick on its feet. They would have missed out on all of that. Check out my blogpost about why Timing is Everything in advertising to read more about the importance of being an agile Brand.