“You win some, you lose some” is a philosophy equally applicable to Chicago advertising as it is the city’s sports teams.
Consider: The little-known Jones Agency in 2007 came from left field to win the Cubs ticket sales campaign from Draft (pre FCB merger), which had the account for one year at that point. And now it’s Draftfcb’s turn at bat again.
Jones president and executive creative director Scott Maney says, “It’s been a great experience,” another philosophic statement that covers all bases.
Draftfcb launched the Cubs “Way of Life” marketing campaign after the team’s historic April 5 Opening Day loss and their eighth-inning crusher in Game 2.
That was also the same week a Team Marketing Report analysis showed the Cubs with the highest average ticket prices in baseball after a 10.1% increase.
Raising the “W” win flag, the campaign highlights signature Cubs traditions, such as the famous “W” flag flown after a win, and is being featured in local newspapers, radio stations, Web sites, billboards and locations around Wrigley Field.
A “Way of Life” contest that closed April 30 gave Cubs fans a chance to share their passion for the team. The top ten finalists will visit Wrigley Field, have their stories videotaped and posted on the site.
The lucky winner will throw out a ceremonial first pitch before a home game.