With the success of their first fully electric car, the i3, BMW wanted to keep the momentum going as they expanded their innovative iSeries. We gave them an integrated campaign that fostered a stronger sense of community among iSeries drivers, showcased their commitment to sustainable manufacturing, and showed off their latest technology and designs.
Black+Decker needed a new brand platform, and they needed to activate that platform that made their social and digital channels work even harder.
“Power Through” was born of the insight that our target only does chores so they can enjoy what comes after. And shoppable posts to a one-of-a-kind tool registry, the approach to the creative came from the understanding that we could use digital and social to not only deliver brand and product messaging when and where it’s most relevant, but also to put product into people’s hands.
American Express Membership Rewards can be redeemed for merchandise from some of the world’s hottest brands. Unfortunately, Card Members were largely unaware, and most of the merchandise was buried on hard-to-navigate site.
Our solution – leverage the popularity, presence and following of the brand partners to reach more targeted audiences across both Amex and brand partner channels, develop messaging tailored to those audiences, and incentivize point redemption through special offers and exclusive, co-branded merchandise.
Some of you may have heard of PlayStation. First, Sony asked us to create a print series to commemorate their anniversary of convincing people that there’s zero reason to ever go outside again. Then, they asked us to let people know that their sinister little console was available in white. These print series were awarded at The One Show, Cannes, and The Kancils. So, you know, they’re pretty good.
When I was tasked to help run The Georgia Lottery account, that meant upholding the tradition of using humorous TV spots to make sure each new game they released got an unmistakable, unmissable introduction. Challenge gladly accepted. These are some of the highlights.
“You can’t do an apology tour and brag about network improvements in the same campaign,” they said.
“Watch me,” I said.
Windstream, a TV and Internet provider in the Midwest, had screwed up with poor service, and they were ready to fess up. But, they had also recently pumped millions into network upgrades. I helped them find a way to say both in the same breath.
Who pays attention to direct mail? The owners of growing small businesses.
I helped develop a series of fun, practical direct mail pieces that acknowledged their perseverance and kept Monster top-of-mind in their employee search.
How can DeWalt more closely and regularly engage their community of construction professionals, while attracting new members to that community and providing a platform for product education and demonstration?
McDonald’s wanted to get people in the tri-state area talking about the new line of McCafé drinks. We knew that getting New Yorkers to brag about McDonald’s drinks was a virtual impossibility. But getting New Yorkers to brag about their neighborhoods? We were pretty confident about pulling that lever. Friendly fire flew from borough to borough with a specific drink mention built into the ammunition. Supported by digital and ambient postings, and incentivized with free drinks for the most active neighborhood, the result was a tri-state Twitter war.
Boar’s Head straddles the line between old-world quality and new world thinking. We pulled from that truth when creating a campaign for them that leverages their brand heritage and their product innovation. It turned out to be the perfect recipe.
Frontier wanted to cement themselves as the all-American telecom provider, while increasing their social engagement. So, we did what any smart marketing creatives would do. We stuck a buffalo in a 60-foot-long RV. During Frank, Frontier’s spokes-bovine’s summer Road Trip, users were invited to enter sweepstakes, have their images added to the roadside gallery, and even ride along with Frank by playing his Road Race Game that featured actual street grids in their home towns.
Doing the same thing over and over and expecting a different result is considered the definition of insanity. Drinking the same thing over and over and expecting to enjoy it? That’s what Mike’s wanted to make beer drinkers consider. And that’s the insanity we wanted to portray in these insightful, idiotic TV spots.