Work

FACES OF THE MORMON FAITH

The Challenge

The Book of Mormon is a hit satirical musical from South Park creators Trey Parker and Matt Stone. Tapping into their personal experiences in the US, the pair believed that no community could be as “nice” as the Mormons, so they gave them the comic treatment. With The Book of Mormon launching in Melbourne, our brief was to capitalise on the increased attention to promote the faith.

FACES OF THE MORMON FAITH

The Solution

We tackled the many misconceptions the musical makes of the faith, and brought the real Book of Mormon to life, amplifying our creative insight “you’ve seen the play, now read the book” through the voices of the Mormons themselves under the banner ‘Faces of Faith’.

The Results

28 media clips
Predominantly positive or neutral
$410K+ AVE, $1.2M + PR value
40M reach through media
2.1M social impressions
861,817 social reach, 149,223 engagements
32,320 clicks to website
828 social comments

Categories

Religion
Issues management
Advocacy
Social media
Media relations