Score One For Zero

Zero Base Advertising, Columbus, Ohio, went all out to win the ad business of the city’s new National Hockey League team, the Blue Jackets.
The agency rented an ice rink and hired an instructor to give its less-knowledgeable staffers lessons on the game, from slap shots to offsides. An employee who speaks Russian taught co-workers how to pronounce the names of NHL players from that country. A piano player even banged out “Oh Canada,” while his officemates sang along with gusto.
All of this was put on videotape and sent to the Blue Jackets marketing staff to show how keen the agency was not only to learn the game, but to get the team’s business, said Doug McIntyre, a partner at Zero Base.
It worked, as the agency prevailed over SBC Advertising in Westerville, Ohio, and Columbus agencies Ron Foth Advertising, HMS Partners, Conrad, Phillips & Vutech and Fahlgren.
The Blue Jackets aren’t scheduled to begin play until October 2000, but Zero Base is already working on a campaign to sell season tickets.
–Trevor Jensen