When the Nantucket License Plate project wanted to promote plate sales to people who are not on Nantucket, I conducted online research and learned something interesting. Some people love Nantucket and some people are just plain annoyed by it. A small percentage of our audience either have homes here or they visit often and hold the island in a special place in their hearts. Another segment of people out there is made up of haters when it comes to the island. They think it’s pretentious. And they think having a Nantucket license plate is  — well we can’t actually print what some folks said in the research. It was not nice. But here’s the kicker: The people who love Nantucket really want to tell the world about their special connection to the island. And equally so, they really enjoy ticking off the haters. So we came up with a couple lines to make our audience feel like they are part of an exclusive club, and we wove them into the creative:

Some people just won’t get it.  / If you love Nantucket, you’ll get it. 

This campaign generated 20,000 visits to our web site in a few months. And the Nantucket License Plate project reported revenues that were 63% higher post-campaign. 

Credits: Copy, art, music, video editing, website build: Grant Sanders