Creativity

Grand Rapids Rampage: The Rampage is On a Roll

How do you get season ticket holders to stay in their seats for an arena football team coming off a pathetic 1-15 season? With great difficulty. But it helps if you face up to just how bad the team stinks, the team in question having the reekingly am

Published on Jan 13, 2005

Editor's Pick

How do you get season ticket holders to stay in their seats for an arena football team coming off a pathetic 1-15 season? With great difficulty. But it helps if you face up to just how bad the team stinks, the team in question having the reekingly ambitious name of the Grand Rapids Rampage. As John Ferin, CD at J&M Advertising, a local two-year-old, full-service shop, explains, "The mailer is shrink-wrapped around a custom-printed roll of toilet paper that says '1 and 15.' We felt that we should embrace our horrible season and let them know that we thought it sucked like a Hoover as well. The mailer also promised drastic changes for the good in the upcoming season." Results are just in, and they're considered distinctly promising, with 48% of season ticket holders renewing, according to Ferin. "While that may seem low, it's successful considering last year's initial renewal effort generated 47%. The TP promo definitely helped soften the bad season and jumpstart the renewal process." Hey, if they go 1-15 again, just throw in a toilet seat next year.

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About

Credits

Date
Jan 13, 2005
Client:
Grand Rapids Rampage
CD/Copywriter:
John Ferin
Art Director:
Andy Harwood
Agency:
J&M Advertising Grand Rapids

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