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| HOT WINTER SHOOT | |
| Innovative fusion marketing idea allows for the on-location shooting of hot winter catalog in the middle of the summer | | | | Business Challenge:
The New York ad agency, MZInc, was faced with the task of producing a stunning winter catalog in the middle of summerfor their client, The Very Thing. Instead of relying on sets and special effects, MZInc decided that to achieve the distinctive, genuine, look their clients were after, they would fly the camera crew and production staff to the Andes Mountains in Chile where it’s the height of Winter in July.
Solution:
The budget restraint of the project motivated MZInc to utilize fusion marketing to accomplish their clients’ objectives with a minimal investment. Fusion marketing is a concept in which two or more businesses share the cost of advertising/marketing in order to be more effective than either of them could be alone. What makes the partnership feasible is that the client and their partners all have the same target market. In this case, that market was people over forty making 70k and up.
Concept Execution:
MZInc was able to successfully complete the project from concept to completion, on time and below budget thanks to their execution of the innovative fusion marketing idea. The resourceful agency was able to barter an agreement in which the Sheraton San Cristobal Hotel, the Lan Chile Airline, and the tourist board of Chile donated air travel, accommodations at the resort, as well as ground transportation to the shoot staff and crew in exchange for being included in the credits of the catalog. MZInc’s connections and creativity were able to save their clients tens of thousands of dollars, while the client’s, catalog circulation of over four million proved to be the kind of exposure their partners were looking for.
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