The Blog
Well Beyond Advertising
Who doesn’t love a good doctor show? The Well Beyond Medicine campaign for Group Health not only helped raise the net promoter score among members, but increased brand awareness 6% and doubled advertising awareness in the first six months of the campaign.
American Airline’s Flagship Experience
Changing brand perceptions can be hard. Especially when it’s a worldwide product. For the launch of American Airline’s new international business and first class, we created a campaign that included digital media, a microsite, print and television. The campaign launch generated 60 million impressions and over 250,000 unique visitors to americanairlines/flagship.com.
Engaging your audience.
When you talk about connections in the airline category, most people think about one-stops. In our “We know why you fly” campaign for American Airlines we spent our time thinking about how to connect to the business traveler. Being relevant to your audience requires empathy. “Team Building”, one my favorite spots from the campaign we created was pitch perfect. The Cannes Advertising jury agreed; awarding it a Silver Lion. Probably didn’t hurt they we’re probably judging in a window-less hotel room in the south of France and really wanted to get out. Just another lesson in making sure you have the right message to the right audience at the right time.
Nationwide Insurance Wallscape
Outdoor advertising is one of the most overlooked attention-getting creative mediums when you’re trying to create awareness. You just need to push it a little bit. We filmed the installation of this spectacular outdoor board for Nationwide Insurance in Columbus, Ohio and managed to extend the message to blogs around the country.
Redhook
At Sedgwick Rd., we were brought in to help reverse declining sales for the original craft brewer, Redhook. The “Defy Ordinary” campaign leveraged a small budget with distinctive print, radio and on-line and led to the successful “defy ordinary coaster contest” that allowed everyone to get involved.
Building the Washington Mutual brand.
“Paul” was an example of a brand with a laser focus on exceptional customer service. The campaign came out of a brilliant insight. A home loan is about removing the customers anxiety about the process, not just the money. When I first started working on the Washington Mutual account, it was a Washington only thrift. 14 years later it was the sixth largest financial institution in the country. The brand was built on the simple thought, “people first, money second.” Be careful if your business seems to work with reverse priorities.
Nintendo GameBoySP
During the launch of Wii, Nintendo gave us the assignment to relaunch GameBoySP. Since television advertising was being devoted to Wii, we created a campaign built around a microsite that introduced the different colors and designs in episodic videos. The launch increased sales by 70%, set an industry record by selling 1.3 units in a single week and won the Imedia award for most creative online digital marketing campaign.
