Sergeant’s Gets More For Less With Boom.
Sergeant’s engaged Boom Ideanet to develop broadcast advertising for its Fipronil® flea & tick products for the 2012 and 2013 seasons. The network generated dozens of ideas against both the 2012 and 2013 briefs. Sergeant’s internal brand team reviewed the ideas, narrowed the set down to three finalists, which were tested, then a winner was chosen.
With the flea & tick products, the Sergeant’s brand manager deployed Boom as if it were her de facto full-service creative department. Boom collaborated with Sergeant’s to craft a brief, posted the challenge, then compiled the ideas for review. Boom played curator, sharing commentary and recommendations, measured against the brief. The client selected six concepts, which Boom took to storyboard, with audio tracks, for research. A winning idea emerged and Boom moved into full-on production and trafficking, including retailer versioning for broadcast and trade shows throughout the year.
In each case, these challenges were open to the entire Boom network. In year one, eight Boom creatives contributed 35 TV concepts in 7 days. In the second campaign, 20 Boom creatives generated 68 scripts in 10 days.
Boom Ideanet also produced the spots, delivering network quality work at a highly favorable cost. Sergeant’s/Perrigo also turned to Boom for other product promotions, such as Good Behavior calming products and dog treats Pur Luv Sizzlin’ Strips.
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