This work launched the first ever cash back offering from American Express - The Blue Cash Everyday Card. The campaign, featuring Tina Fey, was introduced during the Oscars.
When a disaster strikes, aid workers need resources like food, shelter and medicine to help the victims. But while people want to help, often the only resource they have to give are their words of support, strength, hope and peace, which can be seen across all social media channels. In 2013 the United Nations asked us to create a campaign for World Humanitarian Day that would help generate funding for humanitarian aid so that they have the resources they need for both ongoing and new humanitarian aid efforts.
Our solution was to turn people’s words of support on social media into action. We created a first of its kind marketplace for words called ’The World Needs More’. Brands and individuals are invited to sponsor a word they think the world needs more of. Every time that word is shared using #TheWorldNeedsMore, your post automatically gets branded by the sponsor and a percentage of the sponsored amount is unlocked.
On World Humanitarian Day we launched the marketplace for words by asking a simple question. What do you think the world needs more of?
This music video was created in support of the United Nations and to promote #theworldneedsmore platform. It was created in collaboration with Michael Jurkovac, and recently received a MTV Video Music Award nomination for Best Video with a Social Message.
Our task was not simple. We had to take a beloved challenger brand, Cingular, which was perceived as young, fresh, and cool, and turn it into a Global leader with a dusty old name, at&t, a brand that conjured up images of landlines and pay phones. In order to change people’s perceptions about the brand, we knew we couldn’t just transfer Cingular’s personality over to at&t. We had to find a unique positioning for the brand and create a Global platform that would also connect with people on a very personal level.
We developed, “Your World. Delivered.” An extremely pliable platform that allowed us to create campaign after campaign that clearly positioned at&t as a worldwide leader, but more importantly, the platform allowed us to make the at&t brand relatable, approachable, and fun. We built a human brand that people could identify with.
Not surprisingly, it worked. In 2009 at&t added 7.3 million wireless users, and 8.9 million more in 2010, which led to at&t finally surpassing Verizon as the largest provider of mobile telephone service in the U.S. We breathed new life into a dead brand, and helped turn at&t into a global leader that now conjures up images of cool new products with cutting edge technology.
The NFL Post Season TV ratings were rapidly declining for a decade. The problem was that fan viewership, and interest, dropped off as their favorite teams were eliminated. So we needed to create a platform that would motivate fans to stay involved throughout the Post Season.
We built our platform around the idea, “This is what it’s all about.” The platform openly embraced the massive community of fans that were bound to each other with one common love, football, but even moreso, the National Football League. And to make them connect with the idea, we developed a voice that said, and felt, all the things fans say and feel about the game they love. We created the voice of the fan, a voice that not only celebrated the culture of football, but more importantly, a voice that made you proud to be a part of that culture.
To say it resonated with viewers is an understatement. It exploded through the football community and reminded people of why they love this sport so much, why they watch it, and why it brings us all together. The results were incredible, the NFL achieved its highest play-off ratings in history, and Super Bowl XXXVII was the most watched program in U.S. television history. In addition, Crazy, was voted one of the best Super Bowl ads of all time.
One of our first big challenges as we switched from Cingular to at&t, was to get the public to trust a Network they perceived as outdated. We had to convince them that at&t could not only provide for all of their needs, but we also had to make sure the brand came off as modern and contemporary.
So we developed, ‘Your Seamless World’, a fully integrated platform that featured the power of at&t’s mobility services by dramatizing the on-the-go lifestyle of today's consumers and businesses. It was based on the insight that, “people don’t live in just one place, they live in lots of places; and because of this, at&t has to be able to work anywhere.”
The campaign utilized ‘mashup’ location names that incorporated all the places these individuals needed a dependable network, all the places they lived, places like, “Virgicolomentoflagantonio.” The combination names quickly took hold and became a social currency that mobile consumers could use within their various social networks. The online portion of the campaign featured 15-second web videos that drove traffic to an at&t Souvenir Store, which allowed consumers to personalize merchandise like T-shirts and mugs bearing their own versions of the combination places that represent their unique world.
Overall, the “Your Seamless World” campaign performed extremely well in-market. The interactive portion was also successful with over 2.3 million visits. According to Wendy Clark, senior vice president for advertising at at&t, the commercials were fundamental in delivering the message that at&t is remaking itself “in a mobile-centric way.”
The NFL came to us with a major image problem. The general public thought their players were just bad guys. The truth of the matter was the majority of the players were actually really great people who did amazing things for their communities. So, in order to humanize the players, we knew a serious approach would come off as forced and lack authenticity.
We felt humor would connect with the fans in a much more meaningful way. If we put the players in relatable situations, and made them the, “butt of a joke,” so to speak, we would capture that authenticity, and the fans would become engaged with our platform. And when we did just that, people saw the players for who they were, regular people with huge hearts.
In it’s first year, the campaign scored off the charts on USA Today’s exclusive consumer poll, Ad Track, especially for likability. And according to a USA Today poll the following year, the campaign placed third out of 41 campaigns in terms of likeability. During the 2000-2001 campaign, United Way generated a record-breaking $3.91 billion in resources. The following year they did even better with 5 billion dollars raised.
In one season of football we re-engaged a fan base with the NFL and United Way Partnership. Even better, we engaged woman with the brand. The campaign resonated within that community to such an extent that female viewership of NFL games skyrocketed. According to Nielsen Media Research, 33% of the NFL audience was now female, making the NFL the most watched team sport by American women.
Sony asked us to build awareness and drive traffic directly to SonyStyle.com during the holidays. So we built an integrated platform that took an irreverent and humorous approach. We decided to position SonyStyle.com as an integral part of the holidays. So integral in fact, that if you didn’t use them to buy your gifts, there would be no Christmas.
For our campaign, we abducted a mall Santa and held him ransom. Our message was simple, “Shop at sonystyle.com or there will be no Christmas.” During that time, consumers were encouraged to help free Santa by visiting WeHaveSanta.com, and by shopping at SonyStyle.com. Those that decided to shop, and help free Santa, were offered a chance at a $10,000 shopping spree in conjunction with the campaign.
The SONY Walkman, once seen as a dynamic, youthful and edgy brand, had become completely irrelevant and had no connection to innovative music technology or the new digital, net-based music revolution that was underway. SONY asked us to revitalize and integrate The Walkman brand directly into the lifestyle of this new generation, and drive a new brand platform through every one of their communication touch points. So we created the voice of their generation. Meet Plato. A little blue alien who arrived from outer space, as a college freshman, with new technology to announce, The Walkman has definitely landed.
He was the perfect kindred spirit to the music obsessed Gen Y target. He represented no race so he embodied diversity. And his confident, easy personality made him a leader they could respect. We developed a fully integrated campaign complete with a Walkman website that offered downloadable music and a “webcam” to spy on the, “on-campus life of Plato.” We also created “Walkmankind,” a platform that allowed you to look into how other Gen Y kids live the Walkman lifestyle.
The results were undeniable, as sales of Sony Walkman achieved double its goal. Our platform not only stopped the decline in Sony portable audio, but saw a 20% increase. And the average time spent on the Walkman site was 34% greater than other popular music-related sites such as MTV. The brand was once again associated with the latest cutting edge technology, and seen as an innovative force in digital music to a generation they had completely lost.
Nickelodeon came to us to help them launch a brand new channel, nickmom. The platform we developed for them--“motherfunny"—became the guiding principle for the entire brand. The work launched with an online teaser campaign that ran during the weeks leading up to the launch of the channel, and drove people to the website, nickmom.
Quickly thereafter, it became the driving force for all touch points. Nick has continued to use our platform not only as a digital springboard, but also as the grounding principle for all content across the channel.
Snake and Mongoose was the greatest rivalry in drag racing history. So when the producers for the movie, “Snake and Mongoose,” approached us to create a marketing platform to promote their movie, we knew it had to scream authenticity. We started with a grass roots effort that drew from both the online and real-world communities of rabid racing fans. We worked with the NHRA to target fans both online and at live events, driving people to declare their loyalty to either “The Snake,” or “The Mongoose” on Facebook and Twitter. Once a fan chose sides and declared their fidelity digitally we offered them access to "team Snake/Mongoose" merch, so they could continue to convey their support "offline".
We worked with a licensing company and a top t-shirt designer (whose claim to fame is having the biggest selling t-shirt of all time at Target) and created a complete line of limited edition merchandise. We also partnered with EMI, and a music Producer/DJ, to develop an official music library for the movie. We also cut an early trailer for the movie to get investors and sponsors excited about the project.
Of course the movie premiered at the most prestigious drag race there is, the U.S. Nationals at Lucas Oil Raceway in Indianapolis. The event was embraced by the entire drag racing community, and even Billy Gibbons from ZZ top showed up with his wife, to show his support for Snake and Mongoose. According to Billy, the movie got him, “Accelerated.”
For parents, one of the biggest challenges they face every day is getting their kid’s to eat something healthy. And when it comes to yogurt, parent’s compromise and choose the fun sugary ones for their kids, because in their minds they think, “At least it’s yogurt.”
So when Chobani asked us to launch the first ever Greek yogurt for kids we had to completely change the conversation with parents, and make them feel that yogurt is the one place they didn’t have to compromise. That with Chobani Champions they could finally provide a fun, healthy, All-Natural food that their kids would love.
We developed the platform “Win the Day,” as a rallying cry that recognized Mom’s struggle and offered a real solution, a healthy food, that tasted good. “Win the Day” proved to be highly effective and struck a strong chord within the community because sales of Chobani Champions more than tripled in 2011-2012, making the brand a major player in the kid’s yogurt category.
And the ripple effect shot through the entire category. Since that time, Dannon has reformulated their Danimals line, and reduced the sugar content in their kid’s products by 25%. Even Yoplait reformulated their Go-GURT line to remove high fructose corn syrup, and reduced amounts of sugar and excess calories.
“Win the Day” proved to be a powerful platform to launch big ideas. It has become a permanent platform that Chobani continues to use to create excitement around the Champions brand, because it truly does let everyone “Win the Day.”
Our campaign, featuring the comedian Godfrey, re-ignited the long-standing platform, ‘Make 7up Yours,’ and once again made the brand relevant and differentiated to it’s core users - 12-24 year-olds.
The spot, ‘Slam Dunk,’ ran during the Super Bowl and was rated the sixth most popular Super Bowl ad by the famed USA Today Ad Meter. According to John Clarke, Chief Advertising Officer for Dr Pepper/Seven 7up, "The 'Make 7up Yours' campaign is a favorite among consumers, positively impacting both advertising and brand awareness.”
Cingular was a hip, young, dynamic brand thanks in part to campaigns we created for them, like this one. This 'cool factor', incidentally, became one of the main hurdles we had to overcome when tasked to later transform this beloved challenger brand into at&t. We successfully delivered against this challenge by using cingular's edge and youthfulness to breath new life into the at&t brand. (see at&t section for case study)
Xplod burst onto the aftermarket car audio scene as a brand with a strong reputation for delivering high-cool, high design head units, but remained underdeveloped in the key Speaker and Amplifier sub-categories.
In order to establish itself as a player and forget its long-term path of overtaking the industry's established leaders, Xplod needed to steal share across the category, yet continue to justify a higher average selling price in line with Sony's premium position.
The Disturb The Peace campaign with its distinct, irreverent attitude leveraged the equities the brand had begun to form in its early successes, and translated them into a distinct identity that the target would embrace and help push Xplod to a #2 position in the overall aftermarket car audio category.
Our fully integrated sony minidisc campaign successfully re-energized the brand to a new generation that they had completely lost. By driving the platform through every one of their communication touch points, sony was seen as edgy innovative music technology for the new digital, net based music revolution that was underway.