Underground Heroes Ad

Breaking Through the Noise

Sometimes you have to break the mold to break through the noise. The noise, in our industry, is all of the ads that we didn’t create. Our job is to make sure people are armed with all of the right information about our clients and the challenge of that job is getting people’s attention with our ads when there’s other media simultaneously competing for the their attention. This is what that concept looks like when manifested in a cartoon:

So, to stick with the metaphor, how do we prevent ads from looking and sounding like all the other seagulls? How do we stand out in a sea of “mine!”? For this post, we’re going to use one of our favorite clients – Sumitomo Pogo Mine – as our “breaking the mold” example.

Pogo Mine runs print ads in Alaska newspapers and other publications. They share ad space with other mines, mining support companies, construction, equipment, engineering and technical support companies and other resource development entities. That’s a lot of seagulls. Although having core content that is reflective of corporate values is important, it’s equally important to break the mold and try something new.

For Pogo, our new focus was all but handed to us on a silver platter. Pogo Mine has numerous employees that have acted heroically within their communities—and we mean like save-a-life heroically. From pulling a stranger from a freezing lake to performing CPR on a plane, Pogo has a handful of employees that have taken their corporate safety values to the next level. The stories were there, but finding the right angle to tell them was key. We needed compelling visuals that could bring those stories to life.

Now, not everyone is big into reading the paper or mining. But you know what everyone can enjoy in the paper? Comics. They’re brightly colored, eye-catching and a welcome break from the humdrum daily news. They also tend to feature heroes. Light bulb!

Underground Heroes

The Underground Heroes campaign launched last week in the Fairbanks Daily News-Miner and the Delta Wind. The trading card-esque series includes three unique heroes and one limited edition Pogo Mine Rescue Team, all highlighting their “super powers” and other key attributes that make them standout members of team Pogo. The ads don’t just dryly tout their work; instead we showcase them in a fun and impactful way.

The series is a growing project that will highlight the amazing individuals at Pogo Mine and will, we think, break the mold of the traditional newspaper ad. Sometimes, that’s just what you need to stand out.

Bring it on, seagulls.

Liz Rosen is an Account Executive with a knack for political campaigns, health care and resource development. She knows what it takes to stand out in a crowd and has helped develope several standouts in her time at Brilliant.