THE NEED / Engage Gillette target & make the brand part of a pop culture moment.
THE IDEA / Gillette is “The Best A Man Can Get.” Superman is "The Man of Steel." Of course they belong together. But that brings up a really good question:
How Does The Man of Steel Shave?
HOW IT WORKED / We spearheaded a massive integrated campaign, got celebrities to give us their theories, and got billions of impressions.
Media drove to HowDoesHeShave.com to view celebrity theories and vote share, tweet, debate, and debunk.
For Gillette's first-ever movie marketing effort, the results were, well, super.
THE NEED / Develop a promotional platform that engages and attracts a broader audience and new sponsor interest.
THE IDEA / The SPEED DreamRide, an annual event hosted by "The Fairy Garage Mother."HOW IT WORKED / A fully-integrated consumer, affiliate and ad sales initiative anchored with a programming stunt – "Best of SPEED" marathon weekends.
Plus, we gave our adrenaline-hungry target the chance to win a prize only SPEED could deliver – 5 days at Laguna Seca Raceway driving and riding supercars, monster trucks, racing bikes, and more – with motorsport heroes like Mario Andretti, Tanner Foust and Kyle Petty.
Gentlemen, start your engines.
HOW IT WORKED / We used the hero moment in the Cat In The Hat to demonstrate the magic (and fun, right kids?) of helping mom keep the house clean. Supported by gift-with-purchase offers, chore calendars and multiple account-specific extensions, we were able to drive record levels of display and volume for P&G.
To be honest, we don’t put a lot of time into award submissions for our own sake, but occasionally do so on behalf of our client partners. A few highlights:
• Mark Awards on behalf of Hallmark Channel and ESPN
• 2014 PRWeek Campaign of The Year for Gillette/Man of Steel
• Winner of 1 Gold and 2 Silver Reggies for Gillette/Man of Steel
• 2014 Pro Award Gold Winner of Best Sponsorship/Tie-in Campaign for Gillette/Man of Steel
• 2014 Pro Award Bronze Winner of Best Use of Social/Viral Marketing for Gillette/Man of Steel
But for us, the best recognition is moving the needle on our clients’ businesses.
HOW IT WORKED / Simply "like" Adam on Facebook and get fully engaged in a Man v. Food experience – including limited edition gifts with tune in, exclusive offers and prizes. PLUS, we brought the effort to life in the real world, overtaking food festivals in major metros with Adam's Inferno Wing Challenge.
THE IDEA / Star Adam Richman already had a loyal social fanbase. Our challenge was to engage with those fans and give them reasons to "Join The Nation" both online and on air.
THE NEED / In anticipation of spring allergy season and heavy competition, Claritin wanted to tout their non-drowsy allergy relief in a way that brought the key benefit to life.
THE IDEA / Who can't afford to be drowsy on the job? Try NASCAR driver (and real-life allergy sufferer) Carl Edwards.
HOW IT WORKED / To ensure strong display activity, we created a match and win game that put "lap times" into the hands of millions of consumers - driving them to in-store displays to see if their codes matched. Winners got something sure to keep them awake - a full-speed ride around the track with Carl himself.
THE NEED / A&D Diaper Ointment was most often used as a cure for diaper rash. But the reality is, it's actually a great preventative. We needed to drive this message home in the new parenting magazines most of their audience reads.
THE IDEA / We took three very different approaches to the challenge. The first used humor to interrupt the reader in the "happy baby" print environment. The second positioned A&D as required equipment for "diaper duty." The third concept focused heavily on all the other tools mom and dad use to prevent discomfort, making A&D another piece of the arsenal.
HOW IT WORKED / Which concept do you think we ran? Let us know!
THE NEED / Big Ten Network needed ratings for their new series - Big Ten Icons - touting the top athletes to ever play in the Big Ten Conference.
THE IDEA / We developed an overarching platform - capturing the concept of both the conference and the iconic players represented. They were the athletes who "Made It Big."
HOW IT WORKED / We started with a social marketing effort – that turned these icons into virtual bobbleheads. The Big Ten Bobblethon. You could go online, tap the bobblehead of your choice and help your favorite school's alumni association win a $10,000 grant. Socialized through Facebook, unique Twitter accounts and alumni-focused messaging, we got millions of interactions.
It all led to a very successful launch of the show months later - which was further supported with rich online content - a locker room full of Icon information PLUS a watch and win code to drive viewership.
THE NEED / Clarks was launching a new line - Unstructured™ - a shoe with significant advances in comfort technology. We were asked to develop the logo, language and brand voice in anticipation of the trade launch.
THE IDEA / We isolated the specific benefits of the product, identified icons that embodied those benefits, then trumped them with our product as hero.
HOW IT WORKED / With a big splash at the WSA Convention in Las Vegas, we helped Clarks garner their biggest launch ever. To quote their president, "It was the fastest acceptance of a new product I've ever witnessed."
THE NEED / Drive in-store traffic and capture sales leads during the competitive spring decorating season.
THE IDEA / What can you do with about 1,000 balloons? Give Your Home A Pick-Me-Up!
HOW IT WORKED / We tapped into the power of Disney/Pixar and the release of "Up" to engage with families in the market for new flooring. We distributed game codes that you had to match to in-store displays to see if you won a $25,000 Pick-Me-Up. Layer on special offers like Free Movie Tickets with visit, and Carpet One really saw a lift in business.
THE NEED / Generate social media attention for Coppertone in anticipation of the summer season.
THE IDEA / Building off the most recognizable icon in Coppertone history, we helped them search for a new Little Miss Coppertone.HOW IT WORKED / Through print vehicles and social media marketing, we encouraged fans of all ages to participate in the program. Facebook "likes" for Coppertone increased 420% in just eight weeks.
THE NEED / Keep Ghost Adventures fans engaged and amped up for the premiere of season 5.
THE IDEA / Help Ghost Adventures fanatics make and share their own mash-up music videos.HOW IT WORKED / Fans were already making their own GA tribute videos set to music. So we tapped into that behavior and gave them the chance to turn their creativity into a chance to go into “lockdown” with the GA team.
We launched a national contest to offer the incredibly enthusiastic and animated Ghost Adventures fans the opportunity to mix their own GA-inspired mashup on a custom online remixer.
The winning video was selected by show talent Zak, Nick & Aaron and announced in the premiere episode of GA.
PLUS, the winner received the ultimate fan experience – a chance to be locked down on an episode of GA!