1
00:00:02,080 --> 00:00:04,840
Speaker 1: You're listening to Math and Magic, a production of I

2
00:00:05,000 --> 00:00:11,559
Speaker 1: Heart Radio. I'm Bob Pittman. Welcome to a bonus episode

3
00:00:11,560 --> 00:00:14,520
Speaker 1: of Math and Magic. Stories from the frontiers of marketing.

4
00:00:18,760 --> 00:00:20,800
Speaker 1: Back when I was sixteen, I got my start as

5
00:00:20,800 --> 00:00:24,319
Speaker 1: a DJ working on the radio, and there's something fun

6
00:00:24,480 --> 00:00:27,240
Speaker 1: about being back behind the microphone and getting to ask

7
00:00:27,280 --> 00:00:30,840
Speaker 1: my favorite people to tell me their favorite stories. Today,

8
00:00:30,840 --> 00:00:32,559
Speaker 1: we're gonna look back at just a few of the

9
00:00:32,640 --> 00:00:36,320
Speaker 1: stories from season one that have stuck with me, some

10
00:00:36,400 --> 00:00:39,760
Speaker 1: of the best marketing stories. Starting with my pal Olivier.

11
00:00:39,840 --> 00:00:42,680
Speaker 1: Francois Olivier is the head of the Fiat brand and

12
00:00:42,760 --> 00:00:46,239
Speaker 1: chief marketing officer for f c A. He's also the

13
00:00:46,360 --> 00:00:50,159
Speaker 1: genius behind one of the world's greatest ad slogans, Chrysler's

14
00:00:50,400 --> 00:00:53,519
Speaker 1: Imported from Detroit. When he was here, I wanted to

15
00:00:53,520 --> 00:00:56,040
Speaker 1: ask him how he came up with that tagline, which

16
00:00:56,160 --> 00:00:58,600
Speaker 1: was a little more spontaneous than you might think. Here,

17
00:00:58,640 --> 00:01:02,600
Speaker 1: give it a listen, talk about Imported from Detroit, which

18
00:01:02,800 --> 00:01:04,960
Speaker 1: I'm a marketer at hard and it's one of the

19
00:01:05,040 --> 00:01:08,200
Speaker 1: greatest lines I've ever heard. Where did that line come from?

20
00:01:08,240 --> 00:01:12,760
Speaker 1: So that line came totally incidentally from a speech I

21
00:01:12,920 --> 00:01:16,800
Speaker 1: came from Fiat and I was called by our late boss,

22
00:01:16,840 --> 00:01:20,600
Speaker 1: Surgeon machaon it to lead Chrysler. The shortest time to

23
00:01:20,680 --> 00:01:24,160
Speaker 1: market we could think of was to take the old

24
00:01:24,160 --> 00:01:27,200
Speaker 1: Sea Bring that was not the greatest car. We had

25
00:01:27,240 --> 00:01:30,680
Speaker 1: to be totally fair, fix it makes some things that

26
00:01:30,760 --> 00:01:34,560
Speaker 1: would really match the level of qualities we wanted for Crossers.

27
00:01:34,560 --> 00:01:38,040
Speaker 1: So we fixed the quality, we fixed the design, and

28
00:01:38,080 --> 00:01:41,520
Speaker 1: then the slot that we had to launch a car

29
00:01:41,959 --> 00:01:44,039
Speaker 1: was l A, the l A Auto Show. I was

30
00:01:44,120 --> 00:01:49,200
Speaker 1: so terribly ignorant of all things America. One thing I

31
00:01:49,200 --> 00:01:51,520
Speaker 1: didn't know is that the l A Auto Show is

32
00:01:51,600 --> 00:01:58,280
Speaker 1: literally where you celebrate Japanese cars, German cars, maybe Italian

33
00:01:58,320 --> 00:02:01,360
Speaker 1: cars by the way, but for sure not wrestler. So

34
00:02:01,440 --> 00:02:05,120
Speaker 1: too late, I'm on stage presenting my new baby, and

35
00:02:05,160 --> 00:02:07,480
Speaker 1: that was obviously one of the most important moment in

36
00:02:07,480 --> 00:02:10,360
Speaker 1: my life because this was a question of life or

37
00:02:10,400 --> 00:02:12,720
Speaker 1: death for the whole company and not just for me.

38
00:02:13,040 --> 00:02:16,040
Speaker 1: So I just instinctively pitched it. I made this up

39
00:02:16,080 --> 00:02:18,520
Speaker 1: on stage. I say, hey, I know that you guys

40
00:02:18,600 --> 00:02:21,639
Speaker 1: like imports and we are in l A. So look

41
00:02:21,680 --> 00:02:25,000
Speaker 1: at this car, like imported from Detroit. It was just

42
00:02:25,120 --> 00:02:27,960
Speaker 1: my ending and actually a couple of people came and

43
00:02:27,960 --> 00:02:30,000
Speaker 1: said that's would be a good line for Ana, and

44
00:02:30,040 --> 00:02:31,919
Speaker 1: then I thought of it, you know, and I said, yeah,

45
00:02:31,919 --> 00:02:34,400
Speaker 1: that's a good life for Ana. I have four kids,

46
00:02:34,919 --> 00:02:37,239
Speaker 1: two of which at the time were very much into

47
00:02:37,360 --> 00:02:40,160
Speaker 1: hip hop and introduced me to Eminem. And when we

48
00:02:40,280 --> 00:02:44,400
Speaker 1: started thinking of Detroit, obviously that tune came to mind.

49
00:02:44,520 --> 00:02:47,640
Speaker 1: When you have one chance, one opportunity that totally connects

50
00:02:47,680 --> 00:02:53,120
Speaker 1: together Chrisser, Detroit and all of America. So I was

51
00:02:53,160 --> 00:02:57,799
Speaker 1: obsessed with securing that song, which ended up being an endeavor,

52
00:02:57,880 --> 00:03:01,400
Speaker 1: to say the least. Once I the song, Eminem was

53
00:03:01,480 --> 00:03:05,000
Speaker 1: so intwigued. It was never scripted to be in the commercial.

54
00:03:05,080 --> 00:03:07,760
Speaker 1: It was just kind of probably in twigued at the

55
00:03:07,800 --> 00:03:10,880
Speaker 1: same time, may be a bit scared, rightfully, so you know,

56
00:03:10,960 --> 00:03:14,440
Speaker 1: what are these advertisers going to do with my song?

57
00:03:14,840 --> 00:03:17,640
Speaker 1: He came on set and I promised him that would

58
00:03:17,680 --> 00:03:21,200
Speaker 1: be probably more largely about Detroit than just about a

59
00:03:21,280 --> 00:03:24,320
Speaker 1: car for sure, or even the brand. Then it just

60
00:03:24,680 --> 00:03:28,040
Speaker 1: magic happened. But all of America that didn't like very

61
00:03:28,080 --> 00:03:31,960
Speaker 1: much Detroit in that moment, people were very suspicious. When

62
00:03:32,000 --> 00:03:36,760
Speaker 1: it came to all these bankruptcies, we were a bailout company,

63
00:03:37,000 --> 00:03:41,160
Speaker 1: and my boss and our management until the last moment,

64
00:03:41,680 --> 00:03:46,200
Speaker 1: we're assessing whether airing a big commercial during a Super

65
00:03:46,240 --> 00:03:49,640
Speaker 1: Bowl was a good saying or a bad thing. Would

66
00:03:49,640 --> 00:03:53,200
Speaker 1: there be a backlash? We had secured as sinking ninety seconds,

67
00:03:53,400 --> 00:03:55,640
Speaker 1: but that scene was just magical and beautiful as a

68
00:03:55,680 --> 00:03:58,520
Speaker 1: two minutes, so we also had to buy the extra

69
00:03:58,640 --> 00:04:02,920
Speaker 1: so a second convinced the NFL to innovate because there

70
00:04:02,920 --> 00:04:06,119
Speaker 1: were no such things as a two minute Super Bowl commercial.

71
00:04:06,320 --> 00:04:08,920
Speaker 1: The magic almost of ignorance, because we had really no

72
00:04:09,040 --> 00:04:12,840
Speaker 1: clue that Eminem would license a song, that Eminem would

73
00:04:12,840 --> 00:04:16,560
Speaker 1: appear in a commercial, and that two minutes of advertising

74
00:04:16,800 --> 00:04:19,800
Speaker 1: could not fit a Super Bowl spot. You know, so

75
00:04:20,279 --> 00:04:25,719
Speaker 1: from six hundred cars promounts to six thousand after the commercial.

76
00:04:25,880 --> 00:04:30,040
Speaker 1: That's a math aspect, And the magic is what happened

77
00:04:30,520 --> 00:04:34,520
Speaker 1: in the whole country because obviously the commercial resonated with

78
00:04:34,760 --> 00:04:39,040
Speaker 1: more than just Detroit, with more than just car guys.

79
00:04:39,160 --> 00:04:42,880
Speaker 1: It resonated as a message of pride for all of America.

80
00:04:44,720 --> 00:04:47,680
Speaker 1: I love that story and how Olivier isn't hindered by

81
00:04:47,680 --> 00:04:51,440
Speaker 1: being an outsider. I mean, he's the consummate outsider. Imagine

82
00:04:51,480 --> 00:04:54,840
Speaker 1: there's a Frenchman working for an Italian company who lives

83
00:04:54,839 --> 00:04:58,200
Speaker 1: in Detroit, but he uses it to his incredible advantage.

84
00:04:58,560 --> 00:05:01,919
Speaker 1: Now was digging to some more incredible Super Bowl commercials.

85
00:05:02,279 --> 00:05:05,720
Speaker 1: This conversation was with Wendy Clark, the first female CEO

86
00:05:05,839 --> 00:05:09,800
Speaker 1: of DDB worldwide. Wendy has done so much incredible work

87
00:05:09,800 --> 00:05:11,960
Speaker 1: with Coca Cola and other brands over the years, and

88
00:05:12,000 --> 00:05:14,800
Speaker 1: I love her philosophy on ads. She thinks ads are

89
00:05:14,880 --> 00:05:17,480
Speaker 1: usually intrusive, but she wants to make ads that are

90
00:05:17,560 --> 00:05:20,520
Speaker 1: so good they're like an invited guest. And that's really

91
00:05:20,560 --> 00:05:25,760
Speaker 1: showcase by her work with Skittles. Globally, we're spending about

92
00:05:25,760 --> 00:05:28,520
Speaker 1: two hours and twenty minutes a day on just social media,

93
00:05:28,680 --> 00:05:31,839
Speaker 1: just social media, think about that ten percent of your day.

94
00:05:31,960 --> 00:05:34,200
Speaker 1: It's not that people aren't willing to give attention. They

95
00:05:34,240 --> 00:05:36,520
Speaker 1: are very much, but it needs to be deserved, it

96
00:05:36,560 --> 00:05:39,600
Speaker 1: needs to be earned. We can't just force our agenda

97
00:05:39,640 --> 00:05:41,520
Speaker 1: and what we want to say onto people. That has

98
00:05:41,560 --> 00:05:45,040
Speaker 1: to be some sort of quid pro quo where consumers

99
00:05:45,560 --> 00:05:48,599
Speaker 1: enjoy this, they find it useful, interesting, compelling, shareworthy. There's

100
00:05:48,600 --> 00:05:51,279
Speaker 1: some sort of value that's created through that content, and

101
00:05:51,279 --> 00:05:53,200
Speaker 1: that's very much our focus. How do you get that

102
00:05:53,279 --> 00:05:55,560
Speaker 1: conversation started? How do you get people to say this

103
00:05:55,640 --> 00:05:58,039
Speaker 1: is worthy of me making part of my life. We

104
00:05:58,520 --> 00:06:01,000
Speaker 1: spent a lot of time thinking about that, so probably

105
00:06:01,040 --> 00:06:04,120
Speaker 1: best to talk about some examples. Skittles one of our clients.

106
00:06:04,240 --> 00:06:07,159
Speaker 1: They've been a longtime Super Bowl sponsor. Skittles as a

107
00:06:07,200 --> 00:06:10,839
Speaker 1: brand is known for doing things not in a predictable way.

108
00:06:11,120 --> 00:06:14,880
Speaker 1: How do you become sort of unpredictable, interesting, shareworthy, compelling

109
00:06:15,000 --> 00:06:18,080
Speaker 1: for the Skittles audience, which obviously tends to be younger.

110
00:06:18,360 --> 00:06:20,400
Speaker 1: Two years ago, we made a Super Bowl spot for

111
00:06:20,440 --> 00:06:23,479
Speaker 1: just one kid, one sixteen year old. Only I've never

112
00:06:23,520 --> 00:06:26,120
Speaker 1: seen it. The CMO of Mars Andrew Clark, he's never

113
00:06:26,120 --> 00:06:28,760
Speaker 1: seen the spot. I mean we literally the sixteen year

114
00:06:28,800 --> 00:06:30,440
Speaker 1: old and the creatives who worked on it are the

115
00:06:30,480 --> 00:06:33,160
Speaker 1: ones who saw the spot with David Swimmer. I mean,

116
00:06:33,160 --> 00:06:35,440
Speaker 1: that was outrageous, an outlantish, but it became the sort

117
00:06:35,480 --> 00:06:40,000
Speaker 1: of phenomenon that Skittles fans and followers and consumers. Importantly,

118
00:06:40,040 --> 00:06:43,040
Speaker 1: people wanted to eat the candy, loved and followed. In

119
00:06:43,480 --> 00:06:47,120
Speaker 1: total of sixty seven thousand people who watched the kid

120
00:06:47,240 --> 00:06:50,159
Speaker 1: watch the ad on Facebook during the Super Bowl and

121
00:06:50,160 --> 00:06:52,599
Speaker 1: watching absolutely nothing but watching the kid watch the ad

122
00:06:52,640 --> 00:06:55,400
Speaker 1: type of thing. So I mean it's but well, I

123
00:06:55,640 --> 00:06:58,920
Speaker 1: think it's knowing and understanding what compels and interest that audience.

124
00:06:59,520 --> 00:07:00,880
Speaker 1: What we spent a lot of time when we meet

125
00:07:00,880 --> 00:07:04,160
Speaker 1: with our clients is truly leaving into the values that

126
00:07:04,200 --> 00:07:06,640
Speaker 1: your brand and company. And that's so right on Skittles,

127
00:07:06,720 --> 00:07:08,520
Speaker 1: and there are many other companies and brands who could

128
00:07:08,520 --> 00:07:10,360
Speaker 1: have done that. People have been like, that doesn't make

129
00:07:10,360 --> 00:07:12,800
Speaker 1: any sense at all, but for Skittles, it was so right.

130
00:07:12,840 --> 00:07:14,560
Speaker 1: And then, of course this year, sort of doubling down

131
00:07:14,600 --> 00:07:17,120
Speaker 1: on that, we did a live Broadway show, which makes

132
00:07:17,320 --> 00:07:19,640
Speaker 1: again absolutely no sense at all and why a candy

133
00:07:19,680 --> 00:07:21,520
Speaker 1: would do a live Broadway show, But we had theater

134
00:07:21,600 --> 00:07:24,320
Speaker 1: critics from all over New York come and review it,

135
00:07:24,360 --> 00:07:28,160
Speaker 1: and it was the proper Broadway show. And the important

136
00:07:28,200 --> 00:07:30,640
Speaker 1: fact behind both of these is the skittle sales were

137
00:07:30,720 --> 00:07:33,040
Speaker 1: up during the period both years. We don't do this

138
00:07:33,080 --> 00:07:37,200
Speaker 1: because this is runaway imagination and creative people just sparrently

139
00:07:37,240 --> 00:07:41,600
Speaker 1: spending money. This is about creating brand impact. Having a

140
00:07:41,640 --> 00:07:44,680
Speaker 1: candy sponsor a Broadway show and then having the music

141
00:07:44,720 --> 00:07:49,000
Speaker 1: and campaign go viral. It's pretty incredible. Speaking of advertising

142
00:07:49,040 --> 00:07:52,360
Speaker 1: as an invited guest, my producer mind Gaesh maybe put

143
00:07:52,360 --> 00:07:56,000
Speaker 1: this in and add from a start up I lead

144
00:07:56,120 --> 00:07:59,800
Speaker 1: called MTV, where we got consumers to literally demand the

145
00:08:00,080 --> 00:08:03,080
Speaker 1: duc with the line I want my MTV. Here's my

146
00:08:03,160 --> 00:08:06,280
Speaker 1: conversation with one of my co founders, Fred Cybern, the

147
00:08:06,280 --> 00:08:08,880
Speaker 1: guy who led the on air look and the marketing.

148
00:08:08,920 --> 00:08:12,880
Speaker 1: Way back then, the cable operators wanted us to pay them.

149
00:08:12,920 --> 00:08:15,240
Speaker 1: As you say, we had intern wages and no money.

150
00:08:15,520 --> 00:08:17,600
Speaker 1: So are good friend Mayo Stunts, who actually had a

151
00:08:17,600 --> 00:08:21,640
Speaker 1: Harvard MBA, said we should use consumer pull. What the

152
00:08:21,680 --> 00:08:24,440
Speaker 1: hell is consumer pull? And he goes will get the

153
00:08:24,480 --> 00:08:29,480
Speaker 1: consumer to demand it. Great, So you and Tom Preston

154
00:08:29,640 --> 00:08:31,920
Speaker 1: came over to my apartment one night to show me

155
00:08:32,080 --> 00:08:36,560
Speaker 1: a Cable Brats spot. Embedded in the Cable Brats was

156
00:08:36,679 --> 00:08:39,960
Speaker 1: this memorable line, I want my MTV. The actual spot

157
00:08:40,080 --> 00:08:42,480
Speaker 1: said they grew up with rock and roll, they grew

158
00:08:42,559 --> 00:08:47,280
Speaker 1: up with television. Now they want their MTV. George Lois,

159
00:08:47,840 --> 00:08:52,000
Speaker 1: who never saw something that he couldn't copy, had already

160
00:08:52,080 --> 00:08:56,960
Speaker 1: copied a famous TV commercial from the fifties called I

161
00:08:57,000 --> 00:09:03,480
Speaker 1: Want my MAPO for a really horrendous tasting exactly. He

162
00:09:03,559 --> 00:09:06,840
Speaker 1: had sports stars like Mickey Mantel and Joe Namath crying

163
00:09:07,040 --> 00:09:11,240
Speaker 1: like I want my Babbo, and he redid it with

164
00:09:11,280 --> 00:09:14,200
Speaker 1: Mick Jagger and you know whoever, David Bowie and Pete

165
00:09:14,240 --> 00:09:16,880
Speaker 1: Towns and all that type of stuff, and they showed

166
00:09:16,960 --> 00:09:20,520
Speaker 1: us this spot. So we went and we pitched it

167
00:09:20,559 --> 00:09:23,040
Speaker 1: to you. I think you saw the feeling of it

168
00:09:23,160 --> 00:09:26,560
Speaker 1: right away. I remember going into our boss's office and saying,

169
00:09:26,600 --> 00:09:29,440
Speaker 1: but HBO spending ten million dollars a year in advertising,

170
00:09:29,480 --> 00:09:32,520
Speaker 1: goes you're lucky. You have to somehow or other. The

171
00:09:32,559 --> 00:09:35,640
Speaker 1: people in the media business didn't actually believe in advertising

172
00:09:35,840 --> 00:09:39,040
Speaker 1: is the you know, weirdest thing. And so I went

173
00:09:39,080 --> 00:09:41,200
Speaker 1: to Dale. I said, look, we only have two million dollars,

174
00:09:41,760 --> 00:09:48,040
Speaker 1: and he did an incredible data dump of where could

175
00:09:48,200 --> 00:09:52,760
Speaker 1: MTV be put on against how much media cost in

176
00:09:52,880 --> 00:09:56,720
Speaker 1: that particular market, and he did three or four or

177
00:09:56,760 --> 00:10:01,280
Speaker 1: five cross tabs to figure out the most likely places

178
00:10:01,320 --> 00:10:04,920
Speaker 1: that if we put on these spots that we would

179
00:10:04,920 --> 00:10:08,320
Speaker 1: get people calling and making the cable operators insane. And

180
00:10:08,400 --> 00:10:12,040
Speaker 1: that's exactly what happened. He literally took what Mayo said

181
00:10:12,240 --> 00:10:15,240
Speaker 1: and put on the beginning of the spot. He had

182
00:10:15,280 --> 00:10:20,800
Speaker 1: Pete Townsend doing it America demand your MTV. Then people go,

183
00:10:20,920 --> 00:10:23,160
Speaker 1: I want my MTV, I want my MTV, and then

184
00:10:23,200 --> 00:10:26,520
Speaker 1: Pete Towns and again with a telephone going call your

185
00:10:26,640 --> 00:10:31,480
Speaker 1: cable operator and say I want and God knows, I

186
00:10:31,520 --> 00:10:36,640
Speaker 1: think we made customer representatives from all over America crazy.

187
00:10:36,679 --> 00:10:39,040
Speaker 1: Within four weeks, I had a guy stopped me at

188
00:10:39,040 --> 00:10:41,280
Speaker 1: a cable operator and said I hate you, and I go,

189
00:10:41,480 --> 00:10:44,160
Speaker 1: why why do you hate me? And he goes, because

190
00:10:44,600 --> 00:10:47,480
Speaker 1: my phone rings all day with those people saying I want,

191
00:10:47,920 --> 00:10:51,120
Speaker 1: I can't get any work done. Demand is bad. We

192
00:10:51,160 --> 00:10:54,000
Speaker 1: reverse that demand curve, just to sort of flip it.

193
00:10:54,040 --> 00:10:56,800
Speaker 1: A couple of years, one of the major cable operators

194
00:10:56,920 --> 00:10:58,960
Speaker 1: decided they were going to take MTV off the air,

195
00:10:59,440 --> 00:11:01,400
Speaker 1: and you call hold up, and you said, we need

196
00:11:01,440 --> 00:11:03,840
Speaker 1: new spots. We have to get people to keep them

197
00:11:03,880 --> 00:11:06,880
Speaker 1: from turning off MTV. And we went and filmed a

198
00:11:06,880 --> 00:11:10,280
Speaker 1: lot of rock stars, half in shadow and all in

199
00:11:10,360 --> 00:11:13,800
Speaker 1: black and white going there trying to take away your MTV.

200
00:11:14,760 --> 00:11:17,720
Speaker 1: And we put those on the air and loan behold,

201
00:11:17,720 --> 00:11:21,920
Speaker 1: they did not cancel our channels. Stay right here. We'll

202
00:11:21,920 --> 00:11:24,480
Speaker 1: be back with a few more great campaigns. From Math

203
00:11:24,520 --> 00:11:31,959
Speaker 1: and Magic and just a minute, Welcome back to Math

204
00:11:32,040 --> 00:11:37,559
Speaker 1: and Magic. Here's a story from my compatriot, the CMO

205
00:11:37,679 --> 00:11:41,040
Speaker 1: here at I Heeart, Gail Troberman back from her days

206
00:11:41,040 --> 00:11:43,360
Speaker 1: when she was at Microsoft, and she ran a fun

207
00:11:43,520 --> 00:11:46,959
Speaker 1: but small guerrilla campaign that shows just how far ten

208
00:11:47,440 --> 00:11:49,720
Speaker 1: dollars can go if you're willing to put in a

209
00:11:49,760 --> 00:11:52,079
Speaker 1: bag and hand it to someone. Let's give a listen

210
00:11:53,120 --> 00:11:56,440
Speaker 1: all those lessons you learned slugging it out trying to

211
00:11:56,480 --> 00:12:00,480
Speaker 1: get free media GPR, what did you why when you

212
00:12:00,520 --> 00:12:02,320
Speaker 1: went to Microsoft? You know you were in the wild

213
00:12:02,320 --> 00:12:04,840
Speaker 1: wild West. At that moment, people sort of forget that.

214
00:12:04,880 --> 00:12:07,040
Speaker 1: Nobody believed they needed to be on the internet. The

215
00:12:07,120 --> 00:12:09,240
Speaker 1: big sales pitch was not how are you gonna be

216
00:12:09,240 --> 00:12:11,360
Speaker 1: on the internet? Shot you need to be on the Internet.

217
00:12:11,400 --> 00:12:12,880
Speaker 1: I'm not sure I need to be on the Internet.

218
00:12:12,960 --> 00:12:15,400
Speaker 1: It's hard to imagine now, but that was the challenge,

219
00:12:15,520 --> 00:12:18,400
Speaker 1: right like getting marketers to believe the Internet mattered way

220
00:12:18,400 --> 00:12:21,280
Speaker 1: back when was job one, back in the early ad days.

221
00:12:21,360 --> 00:12:23,960
Speaker 1: One of my favorite stories about early Microsoft marketing was

222
00:12:24,000 --> 00:12:26,760
Speaker 1: we were launching the city guide called Sidewalk, and New

223
00:12:26,840 --> 00:12:29,360
Speaker 1: York was one of our first markets and we were

224
00:12:29,360 --> 00:12:31,800
Speaker 1: trying to be of the city, relevant, local, but we

225
00:12:31,840 --> 00:12:34,920
Speaker 1: had like teeny teeny teeny tiny marketing budgets, so we

226
00:12:34,920 --> 00:12:37,360
Speaker 1: weren't going to go by giant ads or do TV.

227
00:12:38,040 --> 00:12:40,559
Speaker 1: And so we're like, what's iconic to New York And

228
00:12:40,679 --> 00:12:43,840
Speaker 1: at the time it was those coffee cups and delis.

229
00:12:44,320 --> 00:12:47,440
Speaker 1: It's pre Starbucks right there are coffee cup with the

230
00:12:47,480 --> 00:12:50,840
Speaker 1: Greek you know, with the Urn those coffee cups. Were like, yeah,

231
00:12:50,880 --> 00:12:53,080
Speaker 1: what if we could get on those coffee cups? And

232
00:12:53,120 --> 00:12:56,040
Speaker 1: so we found the dude who distributes the coffee cups

233
00:12:56,080 --> 00:12:59,640
Speaker 1: and he's in like a warehouse in Queens and we said,

234
00:12:59,679 --> 00:13:01,600
Speaker 1: what would it cost, will pay to print the cups?

235
00:13:01,880 --> 00:13:03,880
Speaker 1: We just want to put sidewalk dot Com on them.

236
00:13:03,880 --> 00:13:05,800
Speaker 1: And again none of these things have been done before.

237
00:13:05,840 --> 00:13:07,959
Speaker 1: It sounds normal now, and he was like, what do

238
00:13:08,000 --> 00:13:10,439
Speaker 1: you mean you're gonna print the cops about We negotiated

239
00:13:10,440 --> 00:13:12,439
Speaker 1: with the dude and it turned out he wanted ten

240
00:13:12,480 --> 00:13:14,720
Speaker 1: thousand dollars in cash and for a week we would

241
00:13:14,760 --> 00:13:17,079
Speaker 1: own every coffee cup. If we gave him ten thousand

242
00:13:17,120 --> 00:13:19,040
Speaker 1: dollars in cash, we'd print them and it would say

243
00:13:19,040 --> 00:13:21,439
Speaker 1: sidewalk dot Com instead of the Urn. And it was

244
00:13:21,480 --> 00:13:23,719
Speaker 1: probably one of the smartest marketing deals I ever did,

245
00:13:24,080 --> 00:13:27,520
Speaker 1: because for ten thousand dollars we were on every coffee

246
00:13:27,520 --> 00:13:29,480
Speaker 1: cup in the hand. I heard the publisher of the

247
00:13:29,480 --> 00:13:32,160
Speaker 1: New York Times at that moment was screaming about the

248
00:13:32,200 --> 00:13:33,720
Speaker 1: Internet and what are we gonna do with it? And

249
00:13:33,760 --> 00:13:36,360
Speaker 1: somebody pointed out he was holding a sidewalk dot com

250
00:13:36,440 --> 00:13:38,439
Speaker 1: coffee cop in his hand. Do you have one of

251
00:13:38,480 --> 00:13:40,800
Speaker 1: those cups? You know? I do somewhere in a box,

252
00:13:40,960 --> 00:13:46,400
Speaker 1: somewhere in a garage. Sometimes we think about the power

253
00:13:46,440 --> 00:13:50,320
Speaker 1: of marketing and limited to products, But for Tim Castrey,

254
00:13:50,360 --> 00:13:52,680
Speaker 1: his proudest moment was when he used the power of

255
00:13:52,679 --> 00:13:55,920
Speaker 1: advertising to make an impact on the earth and to

256
00:13:56,000 --> 00:13:59,520
Speaker 1: make an entire continent go dark. But before I throw

257
00:13:59,520 --> 00:14:01,320
Speaker 1: it to the clip up, if you haven't listened to

258
00:14:01,400 --> 00:14:04,200
Speaker 1: Thams episode, the story of how he grew up working

259
00:14:04,200 --> 00:14:07,480
Speaker 1: our jobs, shoveling manure, even how his family struggled to

260
00:14:07,480 --> 00:14:09,520
Speaker 1: put food on the table at points, and how he

261
00:14:09,600 --> 00:14:13,120
Speaker 1: worked his way up from a grocery store advertising cadet

262
00:14:13,400 --> 00:14:17,440
Speaker 1: is truly remarkable. Now here's one of his favorite early campaigns.

263
00:14:17,840 --> 00:14:20,920
Speaker 1: Talk about creativity in this period and at Leo Burnett

264
00:14:21,520 --> 00:14:24,760
Speaker 1: get an example the best campaign I've ever worked on.

265
00:14:24,760 --> 00:14:26,520
Speaker 1: One of the reasons I moved to media was after

266
00:14:26,560 --> 00:14:28,840
Speaker 1: we'd made this campaign, I don't what bell was left

267
00:14:28,840 --> 00:14:31,040
Speaker 1: because it was a pinnical moment, and that was the

268
00:14:31,080 --> 00:14:33,840
Speaker 1: formation of a campaign called Earth Hour. The World Wildlife

269
00:14:33,880 --> 00:14:35,960
Speaker 1: Fund came to Leo Bannett and said, we want a

270
00:14:36,000 --> 00:14:39,160
Speaker 1: campaign about climate change. The chairman at the time a

271
00:14:39,200 --> 00:14:41,760
Speaker 1: great man named Nigel Marsh, who's the coming, dear friend.

272
00:14:42,120 --> 00:14:44,120
Speaker 1: He said, well, let's not make you some ad. Let's

273
00:14:44,120 --> 00:14:46,520
Speaker 1: make a movement. Let's convince everybody in Sydney to turn

274
00:14:46,520 --> 00:14:49,520
Speaker 1: off their lights for an hour and make a symbolic gesture.

275
00:14:49,760 --> 00:14:52,080
Speaker 1: So this idea of Earth Hour was born. But not

276
00:14:52,120 --> 00:14:53,920
Speaker 1: only did Nigel do that, he worked with the w

277
00:14:53,920 --> 00:14:56,240
Speaker 1: w F and he took it to the Sydney Morning

278
00:14:56,280 --> 00:14:57,960
Speaker 1: Herald with the editorial desk and said, look, if we

279
00:14:58,080 --> 00:14:59,840
Speaker 1: launch this, will you get behind it from an editorial

280
00:14:59,840 --> 00:15:02,160
Speaker 1: st point, because we want to convince everybody in scene

281
00:15:02,320 --> 00:15:04,880
Speaker 1: to turn out their lights. Everybody this started thinking like

282
00:15:04,920 --> 00:15:07,560
Speaker 1: this is an impossible thing. But then we've got thousands

283
00:15:07,600 --> 00:15:11,360
Speaker 1: of businesses, millions of people. We saw the Central Business

284
00:15:11,400 --> 00:15:13,600
Speaker 1: district of Sydney go Dark and it was such a

285
00:15:13,600 --> 00:15:16,560
Speaker 1: powerful symbol and statement and the earned media and everything

286
00:15:16,560 --> 00:15:19,720
Speaker 1: that came off of that was phenomenal. And then it expanded.

287
00:15:19,760 --> 00:15:22,280
Speaker 1: So Earth Hour is still going and at last count,

288
00:15:22,320 --> 00:15:25,560
Speaker 1: about seven thousand cities around the world take part in

289
00:15:25,600 --> 00:15:28,600
Speaker 1: Earth Hour every year. It's the single biggest movement of

290
00:15:28,600 --> 00:15:30,840
Speaker 1: its kind that has ever been created. And it was

291
00:15:30,880 --> 00:15:33,240
Speaker 1: really about our agency, the Sydney Morning Herald and the

292
00:15:33,240 --> 00:15:36,080
Speaker 1: World Wildlife Fund coming together and flipping the brief on

293
00:15:36,080 --> 00:15:38,160
Speaker 1: its head and say let's do this a little bit differently.

294
00:15:38,360 --> 00:15:40,640
Speaker 1: Hundreds of millions, perhaps you know more than a billion

295
00:15:40,680 --> 00:15:43,200
Speaker 1: people around the world have been influenced by that campaign

296
00:15:43,280 --> 00:15:45,680
Speaker 1: since it launched out of our little old office of

297
00:15:45,760 --> 00:15:49,960
Speaker 1: Leo Benett, Sydney ten or twelve years ago. Wow. Congratulations,

298
00:15:52,000 --> 00:15:54,480
Speaker 1: that's it for today's bonus episode of Math and Magic.

299
00:15:54,720 --> 00:15:57,000
Speaker 1: We'll be back soon with some great new episodes, from

300
00:15:57,040 --> 00:15:59,680
Speaker 1: stories of the Robin Hood Foundation, to the beginnings of

301
00:15:59,680 --> 00:16:03,200
Speaker 1: Harris a Media, and even to how Nickelodeon got its start.

302
00:16:03,720 --> 00:16:08,080
Speaker 1: But in the meantime, thanks for listening. Thanks so much

303
00:16:08,120 --> 00:16:10,360
Speaker 1: for listening to Math and Magic, a production of I

304
00:16:10,440 --> 00:16:13,840
Speaker 1: Heart Radio. The show is hosted by Bob Pittman. Special

305
00:16:13,880 --> 00:16:17,040
Speaker 1: thanks to Sue Schillinger for booking and wrangling our wonderful talent,

306
00:16:17,080 --> 00:16:20,200
Speaker 1: which is no small feat Nikki Etre for pulling research,

307
00:16:20,520 --> 00:16:23,440
Speaker 1: Bill Plax and Michael Asar for their recording help, our

308
00:16:23,560 --> 00:16:27,240
Speaker 1: editor Ryan Murdoch, and of course Gayle Raoul, Eric Angel,

309
00:16:27,360 --> 00:16:30,280
Speaker 1: Noel Mango and everyone who helped bring this show to

310
00:16:30,360 --> 00:16:32,000
Speaker 1: your ears. Until next time,