This Award Could Have Been An Email #TACHBAE
I've long said that B2B marketing doesn't have to be boring.
To that end, we relaunched Flashtalking by Mediaocean with a hidden-camera prank, money machine, and flash mob –?all in line with our our branding: unleash the power of creative.
But those activations were just appetizers.
The meat of our campaign was #TACHBAE (This Ad Could Have Been An Email) which kicked off with a Super Bowl Commercial.
From there we extended the shelf life with out-of-home and digital video –?putting our omnichannel money where our mouth is.
We also created a number of different variations including an extended cut blooper reel, a truly divine cameo with AdTechGod (?) and a promotion with Magnite featuring Michael Barrett delivering the punchline.
At the end of the day, though, it's not all just fun and games. It's about results – and this campaign delivered. Here are the numbers to date:
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This past week, in recognition of our efforts, we were named a finalist for The Drum Awards in the B2B Humour category.
Here's how our award submission was framed. (Note: this was back in July so the stats were smaller.)
We’ve all been there. The dreaded Zoom meeting that could have been an email. So what better way to get the attention of marketers and build empathy with their plight than running an ad of the same ilk? In February 2024, Flashtalking by Mediaocean launched the campaign "This Ad Could Have Been An Email" (#TACHBAE). Making its debut during the 2024 Super Bowl in the Fort Wayne market, this B2B ad cleverly leveraged account-based marketing (ABM) to target key clients in the automotive and financial services industries. By combining the high visibility of a Super Bowl slot with local OOH and digital video, Flashtalking practiced what it preached with omnichannel advertising. Over the next few months, the campaign continued with outtakes and variations, including a cameo by AdTech God and a partnership with Magnite. The results so far have been impressive, with over 2.5 million video views and nearly $700k in revenue pipeline impact. This submission highlights the strategic planning, creative execution, outstanding results, and just plain fun of the #TACHBAE campaign.
Credits for this campaign include the entire Mediaocean #Marketabull marketing team but especially Jonathan Wood who handled the video production, Kirsten Maurer who led our team of designers and content developers, Brandon Olafsson who handled paid media and analytics, and MBuy who placed the Super Bowl ad.
And, of course, we have to thank our "actors" who all appeared as themselves in our original spot: Kirsten Maurer , Stephanie Dorman , Ben Kartzman , Grant Parker , Nicole Brown, SPHR , and Bill Wise .
We're looking forward to The Drum Awards Festival in November ( Rachel Lyall will be attending) and seeing who'll be named the winner but we'd be just as happy with an email. :)