The Big Idea: The Sto Bucket Drumming Video Contest
Tell us a little about the client, and what they were trying to accomplish with this campaign.
Sarah Young, account executive: Sto Corp. is an innovative world leader in wall claddings, coatings and restoration products. They are also the world’s oldest and largest EIFS (Exterior Insulation and Finishing Systems) manufacturer.
The “Keep the Beat” bucket drumming campaign is based around one of Sto’s most timeless and iconic symbols – the yellow Sto bucket. These five-gallon plastic buckets are used to hold Sto’s wet products, and they’re emblazoned with Sto’s classic yellow and black branding. It’s one good looking bucket if I may say so -- especially when compared to the buckets the competition uses. Anyway, MLT was asked to develop a campaign in preparation for Sto’s annual Business Meeting, and guerilla marketing was one avenue in which the client had expressed interest. So [MLT President and Creative Director] Billy [Mitchell] presented the “Keep the Beat: Growing with Sto in a slowing market” idea -- based on current lethargy in the marketplace -- where we employed the Sto buckets in guerilla marketing in the form of a bucket drummer. We wanted to take a positive, uplifting approach to the current economic environment, and “keeping the beat’” with Sto buckets works to communicate this message across a vast audience.
How did MLT discover bucket drumming, and how did you guys think it would help bring more attention to Sto?
SY: Billy was leaving an Atlanta Falcons game one night, and while he was en route to the MARTA station, some street performers playing buckets caught his eye. As hundreds of bystanders gathered around the drummer, Billy had a thought: With their recognizable buckets, this would be a perfect tie-in for Sto. But how? The idea needed more thought, development and, more importantly, client review and approval. Using bucket drumming at industry events -- or even for the general public -- is an easy, cost-efficient way to promote brand awareness. Everyone thinks bucket drumming is “cool.” And with that, spectators associate the drumming they see and hear with the Sto brand. Even if they’ve never heard of Sto, it piques their interest. (I can testify to this. At multiple tradeshows where we set the drummer up outside on the street, I’ve personally answered the “who/what is Sto?” question MANY times.)
How did "Ben the Bucket Drummer" become involved?
SY: Billy knew Ben through the Lilburn community in which he lives. He knew Ben would be perfect for this campaign because he’s such a talented drummer and an all-around cool, upbeat kid – no pun intended. We hired him for the unveiling of the bucket drumming concept at the 2008 Sto Business Meeting in Las Vegas, and from there on out he became our go-to drummer boy for any tradeshows at which Sto requested the bucket drumming presence. Ben now lives in California so he’ll be our West Coast drumming connection for any tradeshows out there in the future.
What marketing materials were designed for this contest, and how does the art get the point across?
SY: An 8.5 x 11 brochure, a series of e-mail blasts, branded drumsticks and a floor pad for drum set-up. The art conveys a fun, raw, youthful vibe -- which is what the contest is all about. It’s not too clean-cut, but rather rebellious, like the gritty vibe of guerilla marketing and urban street performing in general. Everything MLT created for this campaign is lean and to-the-point and enough for an on-the-go guerrilla marketing campaign.
What's next for the bucket drumming contest idea? Will it become an annual event?
SY: The contest deadline is September 5th, and we’ll be judging the entries until January 2nd, which is when the winners will be announced. This contest has unlimited potential, and we would love to open it up to the world and make it an annual event, no doubt.
Back to interviews page.