{"id":70525,"date":"2013-06-07T16:49:28","date_gmt":"2013-06-07T15:49:28","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-mormon-church\/"},"modified":"2013-06-07T16:49:28","modified_gmt":"2013-06-07T15:49:28","slug":"ad-of-the-week-mormon-church","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-mormon-church\/","title":{"rendered":"Ad of the week &#8211; The Mormon Church"},"content":{"rendered":"<p><span style=\"font-size: 14px; line-height: 19px;\">Following the huge success of the Broadway musical \u2018The Book of Mormon\u2019, a reaction from the Church of Jesus Christ of Latter-day Saints was to be expected. But the opportunism of the response \u2013 an advertising campaign \u2013 took plenty of people by surprise. It has impressed us to the extent that it\u2019s our new \u2018Ad of the week\u2019.<\/span><br \/>\nShowing a sense of humour on a par with the musical, Britain\u2019s Mormons are now running ads in the show\u2019s theatre programme, declaring: \u2018You\u2019ve seen the play, now read the book,\u2019 and \u2018The book is always better.\u2019<br \/>\n<span style=\"font-size: 14px; line-height: 19px;\">The copy is clever and on-topic. It refers to the original \u2018Book of Mormon\u2019, a text that was first published in 1830, and is believed to contain the writings of ancient prophets. While guiding inquisitive readers towards the text, the ad also plays on the comparison between books and their adaptations \u2013 something our society is fixated with.<\/span><br \/>\n<span style=\"font-size: 14px; line-height: 19px;\">In a press release, Mormon Church Leader Elder Clifford Herbertson points to the need to engage with one\u2019s audience: \u201cPeople are asking the question, \u2018Who are the Mormons?\u2019 and when people are asking questions, we want to be here to provide them with the answers\u201d.<\/span><br \/>\n<span style=\"font-size: 14px; line-height: 19px;\">Indeed, the importance of communication hasn\u2019t been lost on the Mormons. Supplementing the theatre programme is the \u2018I\u2019m a Mormon\u2019 slogan, which covers 250 London buses and 10 tube stations. The copy describes an atypical image of a Mormon churchgoer, and directs people to the Church\u2019s social media pages and website where they can ask questions about the religion.\u00a0<\/span><br \/>\n<span style=\"font-size: 14px; line-height: 19px;\">How successful the ad campaign will be remains a mystery. But by using sharp copy to direct people to their digital platform, the Mormon Church has made a bold attempt to dismiss the notion of it being overly traditional or old fashioned.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Following the huge success of the Broadway musical \u2018The Book of Mormon\u2019, a reaction from the Church of Jesus Christ of Latter-day Saints was to be expected. But the opportunism of the response \u2013 an advertising campaign \u2013 took plenty of people by surprise. It has impressed us to the extent that it\u2019s our new [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314],"tags":[],"class_list":["post-70525","post","type-post","status-publish","format-standard","hentry","category-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ad of the week - The Mormon Church - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-mormon-church\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad of the week - The Mormon Church - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"Following the huge success of the Broadway musical \u2018The Book of Mormon\u2019, a reaction from the Church of Jesus Christ of Latter-day Saints was to be expected. 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