The Brief

St Matthew-in-the-City is a progressive Anglican Church. And is different. St Matthew does not pass judgement and does not push religion. Instead, St Matthew chooses to offer acceptance, encourage broad-based spirituality, advocate discussion and promote debate. The annual Christmas billboard is eagerly anticipated and previous messages have attracted worldwide attention. St Matthew uses the billboard to reinforce their public image as a body which is not afraid to discuss the more ‘controversial’ topics at the core of Christianity. Their wish was simple: create conversation by reminding people where the glorious day we know as Christmas truly began.

Describe how the promotion developed from concept to implementation

In 2011, our solution for the new Christmas billboard was to create a visual statement, free of copy and open to interpretation. Resembling an oil painting of the ‘Dutch School’, it shows the Virgin Mary at the exact moment the immaculate conception was confirmed. With pregnancy test in hand, she looks on in disbelief as two small pink lines appear before her.

Describe the success of the promotion with both client and consumer including some quantifiable results

Within 24 hours, Mary’s positive message was a talking point in the UK (Daily Mail/Daily Telegraph), in North America (NY Daily News), middle America (ABC television ran a three minute report) and all points across the globe. Within three days, 21.5 million visitors had passed through St Matthew’s Facebook page. We had an approximate 50/50 ratio of positive/ negative feedback. Proving that in the modern age, and with religions being the world’s oldest brands, a 2000 year old story can still be relevant, and that word of mouth remains the most powerful means of transmission.

Explain why the method of promotion was most relevant to the product or service

We wanted was to create as much conversation, discussion and debate as possible throughout the world by reminding people about the true origin of Christmas. Our audience was universal. It was anyone who might have a basic knowledge of Christianity. In the true spirit of Christmas, people did share the image with TV networks, online news portals, bloggers, commentators, and newspapers, spreading the story of Mary and her ‘testing time’ far and wide.