ADMA Creative Fuel as conference strives to demonstrate it’s truly useful resource that understands creatives. So to promote the conference we decided to help with what data research showed was one of the most time consuming elements of creative’s lives now - the creation of case study videos for award shows. It’s now become a creative project unto itself that people often spend more time on than real advertising creative. And perhaps the most symbolic element of that process is the choice of music. It is a genuine challenge, as even when they do find a song, they often face copyright infringement. Thus this year we offered to alleviate that challenge by once and for all creating the ultimate Case Study Song. A song that was specifically crafted to sell the different elements of any creative idea.

The ADMA Case Study Song of the Year was created with the assistance of Australia’s top Advertising ECDs and CCOs, all experienced jury members at Advertising award shows. We filmed the entire process, turning it into humourous online content to promote the song and as a byproduct, the ADMA Creative Fuel Conference. Then once the process was complete, instead of selling tickets to ADMA Creative fuel, we sold the song with life-time copyright usage, and made the ticket complimentary with purchase.

Sales of the song went through the roof - and as a result to ADMA Creative Fuel sold out as an event.

The ADMA Case Study Song of the Year was a thinly disguised sales mechanism to directly drive attendance to the ADMA (The Association of Data-Driven Marketing & Advertising) Creative Fuel Conference. Sales of the song was directly attached to attendance to the event.

We specifically targeted advertising creatives on two different levels. Not only with the idea itself of creating the perfect song for them to use on their Case Studies, but also in the process of the actual creation of the song, by inviting them to actually get involved in the project. This created word-of-mouth inside agencies before the song even arrived to be purchased. We also documented the whole process, showing industry leaders humourously endorsing the song. Then once the song was created with the ad industry’s aid - instead of selling tickets to ADMA creative fuel, we sold the rights to the song (making the tickets free with purchase).

ADMA Creative Fuel is an annual conference specifically tailored to speaking to and inspiring Advertising Creatives. It’s earned a reputation for its depth and insight into creative thinking as opposed to all the industry ‘distractions’ that often surround it. Therefore to promote the conference this year we needed to create an invitation to creatives that showed ADMA as a data driven organisation had real insight into their lives. The objective: to drive ticket sales and attendance to ADMA Creative Fuel.