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Geared to the younger, affluent consumers Lexus was targeting with its CT200h hybrid, Team One developed a branded entertainment platform focused on six up-and-coming creative types including a songwriter, a “paper sculptor,” and fragrance designer. Each was challenged to create convention-breaking original art in 24 hours. The video-centric Fresh Perspectives campaign was anchored by a dedicated MSN site, but relied on Microsoft’s Xbox Live and Kinect platforms.
Paul Silverman-Team One-Executive Media Director; Scott Wensman-Team One-Group Media Director; Kirsten Atkinson-Team One-Associate Media Director; Amanda Taft-Team One-Media Supervisor; Rosabel Chung-Team One-Media Supervisor; Ekene Anene-Team One-Media Planner; Aaron Walton-Walton/Isaacson-Co-Founder; Ed Han-Walton/Isaacson-Executive Creative Director; Ayiko Broyard-Walton/Isaacson-Vice President/Client Services; Rebecca Olmeda-Walton/Isaacson-Account Director/Digital; David Nordstrom-Lexus-Vice President/Marketing; Steve Jett-Lexus-National Manager/Marketing Communications; Teri Hill-Lexus-Media Manager; Mariko Kusumoto-Lexus-Advertising Manager
To promote the TD Canada Trust Jazz Festival, and connect with music-loving TD customers, Starcom packaged a set of performance videos by established jazz artists. Distribution efforts included the first video engagement on MSN.ca and re-messaging ads to remind consumers of regularly refreshed jazz video content. When the Bing homepage featured the Montreal Jazz Festival, it provided direct links to the acoustic video sets in search results. The effort delivered 122 million impressions.
Thucloan Lieu, Digital Supervisor, Starcom Robin Hassan, Digital Group Director, Starcom Joti Dhesi, Marketing Manager Digital Marketing, TD Bank Group Mark Forsyth, Sr Manager Digital Marketing, TD Group Marcus Biafore, Account Executive, Microsoft Advertising
Mediacom launched a Discover-branded, nationwide contest searching for original videos showcasing the most rewarding moment for a young hockey player. The prize? A chance to spend the day with the Stanley Cup, the most venerated trophy in sports. A two-minute video showcasing the 13-year-old winner Christian LaMonica’s day with the Cup was aired during Game 2 of the Stanley Cup Finals in June on NBC. The campaign also utilized YouTube and Twitter to boost exposure.
Britt Cushing, MediaCom Adam Pincus, MediaCom Jill Langan, MediaCom Brian Keller, MediaCom Rob Peragine, MediaCom Toby Roberts, Discover Jill Losser, Discover Michelle Roguso, GroupM ESP Bryce Townsend, GroupM ESP Heather Noto, MCD Joe Muran, M80
The Exmark Pride campaign drew on the company’s base of loyal Facebook and YouTube fans by creating the social site ExmarkPride.com, which gave users access to a host of Exmark-related material as well as access to key employees. The campaign also involved creating the Mark Awards — a contest with prizes including a trip to Hawaii. The company’s unit sales increased 17.5% and demo requests jumped 25% over the same time period during the 2009-2010 fiscal year.
All listed are Bailey Lauerman employees: Sandra Day Cranny, EVP/Communications Planning Jessica Polmanteer, Sr. Contact Strategist Kim Gregg, Investment Assistant Julia Doria, Account Supervisor Annie Grace, Account Executive Alex Maltese, Project Manager
In hopes of taking on FedEx and UPS, Campbell Ewald created a campaign that emphasized USPS’s flat-rate boxes and envelopes. The strategy centered on generating leads by offering free shipping kits via interactive TV. People could obtain one simply by clicking their remotes. USPS used the interactive TV offerings of DISH, DIRECTV and New York’s Cablevision, and used the emerging interactive capabilities of Canoe Ventures. The plan helped USPS increase shipping volume 49%.
Al Gilbert, USPS, Advertising Specialist Kevin Pietsch, Director, Media Planning, Campbell Ewald Helen Giles, Director, National Broadcast Buying and Video Integration, Campbell Ewald Margaret Carlson, Sr. National Broadcast Buyer, Campbell Ewald Wendy Codd, Associate Director, Media Planning, Campbell Ewald Natalie Lawless, Media Planning Supervisor, Campbell Ewald
This campaign aimed at convincing small and mid-size businesses of the benefits of Intel-powered Dell SMB Solutions. The initiative integrated articles and videos that were shared at high rates across social media vehicles, as well as Dell/Intel owned brand assets, like white papers. More than one in five visitors — 21% — to the company’s brand page consumed multiple pieces of the ad’s content. Each time a single user shared a piece of content, at least 2 additional users engaged with that piece of content.
Johanna Luttrell, US SMB Marketing Communication Consultant, Dell Elizabeth Land, Global Partner Marketing Manager, Intel Eric Barth, Partner Marketing Campaign Manager, Intel Ed Kurtzer, Market Development Manager, Intel Drew Burke, Senior Partner, Group Account Director Richard Jameson, Communications Planning Director Michele Sweeney, Chief Sales and Revenue Officer, NetShelter Technology Media Colleen Daly, VP of Sales, East, NetShelter Technology Media Randy Mountz, VP of Sales, Central, NetShelter Technology Media Peggy Schecter, Director of Sales, NY Metro, NetShelter Technology Media Katie Cushmore, VP of Marketing, NetShelter Technology Media Jamie Rice, Director, Marketing Solutions, NetShelter Technology Media Patrick Connelly, Sr. Program Manager, NetShelter Technology Media Erica Forte, Sr. Producer, NetShelter Technology Media, Lynda Foster, Marketing Communication ConsultantDanielle Cotey, Partner MarketingJarrett Hollier, Marketing Planning & Programs DirectorNavneet Kaul , Enterprise Brand Manager
When stranded in shark-infested waters, don’t shave with a disposable razor. Gillette used scare tactics to increase sales for its Fusion ProGlide by partnering with Discovery Channel’s “Shark Week” to create “The World’s Scariest Shave” video. Two men, side-by-side in shark cages, begin shaving, one with a disposable razor, and the other with Fusion ProGlide. The man using a disposable razor nicks himself and soon finds his cage surrounded by sharks. Rich Media click through rates increased 125% and ProGlide sales increased 294% over last year.
Carat USA -- Will Swayne / Head of Communications Planning Adrian Heney / Group Director Brian Cronk / Strategy Director Robert Nishiyama / Associate Communication Planning Director Gina Smilyansky / Digital Strategy Director
JetBlue thought outside the bag, the luggage bag, for a Los Angeles-based initiative promoting the policy that first checked bag flies free on the airline. The brand asked celebrities to donate piece of luggage for a charity auction. In addition to print and online ads, an interactive video unit displayed at Santa Monica Place showcased the celebrity bags and included a QR code that brought consumers to the auction site. Celeb tweets from Kelly Osbourne and Brittany Snow, didn’t hurt, either.
John Moore, Chief Media Officer Katie Thompson, Associate Media Director Marissa Curcuru, Media Supervisor Tracy Barahona, Digital Media Supervisor Allan Apjohn, Media Planner
An ice cream brand unknown to the U.S. market made itself known by placing the art of emotional eating on a stage. Magnum ice cream created three online videos starring Rachel Bilson and directed by Karl Lagerfeld. Bilson dances, models and takes an art class. Each event is emotionally trying for her. The solution: a Magnum ice cream stick to bring her clarity. Magnum has grown the Super Premium Sticks category 67% year to date.
Cindy Gustafson, Managing Director – Mindshare Michael Yablonski, Director – Mindshare Danielle Bueckman, Director - Mindshare Melissa Coffas, Associate Director – Mindshare Gordon Bach, Manager - Mindshare David Lang, President of Mindshare Entertainment, NA Greg Manago, Senior Producer – Mindshare Entertainment Tiffany Winter, Content Strategist – Mindshare Entertainment
The campaign targeted teachers, in hopes that they would facilitate classroom programs using Chiquita Bananas. Direct mail, online banners, e-mail blasts and search ads directed teachers to a micro-site, where they could download content. An agreement with 20th Century Fox permitted the use of Rio: The Movie elements into the campaign as well as coupons for the Rio DVD. The campaign delivered over 110 million impressions and over 195,000 site visitors. More than 16,000 teacher emails were obtained.
Shattuck Groome, Partner, Gotham Direct Inc Scott Schmidt, Digital Communications Planner
This dynamically personalized animated email campaign used a custom database and network to display recipients’ first name using alphabet charms from Helzberg’s collection. Each individual charm appeared to be dangling from the line featured in the email. In addition to seeing a 73% increase in opens compared to the year-to-date average for promotional campaigns, and a 100% increase in click-through rate, Helzberg also saw a 288% increase in sales over the previous week while promoting the same collection.
Tyrone Groves, Lead Engineer, Digital Evolution Group Andrea Wood, Client Manager, Digital Evolution Group Lisa Dick, Manager - Online Marketing, Helzberg Diamonds Laura Schraeder, Email Marketing Specialist, Helzberg Diamonds Andrew Vroegindewey, Online Graphic Designer, Helzberg Diamonds
Though the third largest personal computer manufacturer in the world, Lenovo’s brand awareness lagged in the US, the UK and Germany. In hopes of changing this, Lenovo turned to Google TV ads — a targeted and data-driven TV buying platform with ads reaching an audience of 131 million households. The national buys targeted 18-34 year olds with a household income between $75-125K. Campaign results indicated that the US program sustained consistent Share of Voice in “laptop” category at 56%.
Megan Bradley Account Director Covario Summer Sinclair Group Account Manager Covario Ting Ting Jager Group Marketing Manager Covario
When Showtime launched THE FRANCHISE: A Season with the San Francisco Giants following the storied baseball team, they needed to get viewers to spread the word for a successful launch. To do this Showtime partnered with the MLB’s Fan Cave in New York City, the mecca for baseball fans worldwide and used their storefront to create a unique out-of-home unit. Showtime used Foursquare’s open API to create a custom machine that reacted to mobile check-ins by instantaneously dropping a co-branded MLB and THE FRANCHISE baseball autographed by legendary Giants Hall of Famer Willie Mays. Showtime took Foursquare beyond check-ins by re-configuring the platform to interact with a billboard, making it an advertising activation mechanism.
The campaign created nationwide buzz about the show thanks to the virality of the platform. As soon as someone checked into the billboard it notified their entire social network, which incresed awareness of the show. The campaign was so successful that MLB asked Showtime to extend the flight for a month and wanted to use the technology to promote the World Series Playoffs.
Trevor Guthrie, Director, Ignition Factory East, OMD Kevin Howard, Group Account Director, OMD Jay De Lay Cruz, Channel Planning Director, OMD Joel Balcita, Director, Outdoor Media Group George DeBolt, Sr. VP, Media, Promotions & Marketing, Showtime Sheila Mills, Director of Marketing, Sports & Events Programming, Showtime Tim O'Brien, Sr. VP, Sales and Marketing, Monster Media
Spark Communications designed the first-ever opportunity for a branded character in Super Bowl programming by turning the famous hosts of FOX’s NFL Today Show into E*TRADE babies. The E*TRADE babies made a “surprise” appearance on the 2011 Super Bowl pre-game show with famous sportscasters Kurt Manafee, Michael Strahan, Jimmy Johnson, Terry Bradshaw and Howie Long. The sportscasters even helped to craft what each of their E*TRADE Babies would say on-air. Typically a brand must be an official NFL sponsor to pull something like this off, but as part of the media negotiation, the creative content was developed specifically to support the idea.E*TRADE’s Baby Banter resulted in a 20% increase in online account applications in the week following the Super Bowl versus weeks prior; A community of fans formed, with Facebook fans increasing to 26,000 post 2011Super Bowl; Twitter followers grew by 224% year-over-year; 1,500+ earned media placements including broadcast, print and online.
Miraj Parikh, Lisa Kane, Stephanie Cohen -- Spark Communications Jon Holding -- GREY New York Dawn Burke -- E*TRADE
MediaCom was challenged to differentiate the new Audi A6 from its competitors of luxury sedans. Instead of integrating their car into a hot TV show, they decided to create their own in collaboration with FX.
The team worked together to create the Untitled Jersey City Project (UJCP) – a series of 8 two-minute episodes, designed to feel like fragments of an FX show. The campaign started by teasing the story through a series of trailers that premiered during the primetime Emmy Awards. All episodes and promos drove viewers to UJCP’s Web site to view more episodes and additional content.
Sponsored tweets and blog posts inserted UJCP into the conversation. Viewers even had a chance to participate in the creative process by submitting their own storylines and titles for UJCP. The campaign garnered 62 million PR impressions and a 472% spike in search volume on nights when the episodes aired. The episodes themselves rated 17% better than the average commercial rating for FX’s Sunday Night Movies and the Audi A6, received the highest recognition of all, a 51% increase in year-over-year sales during the campaign time period.
Adam Pincus, Executive Producer/Managing Director, MediaCom Content Benny Lawrence, Audi, Executive Producer Peter Mattei, Writer Daniel Minhan, Director Kristin Goodloe, MediaCom, Managing Partner Amy Auerbach, MediaCom, Partner Digital Director Marc Wallen, MediaCom, Managing Partner National Broadcast
The Tomorrow Moves Project created for CSX, a freight rail transporter, along with Nat Geo, History, Science, BBC America and others, engaged viewers via TV, social, and QR codes on national cable channels. It meant educating network partners and viewers. The campaign asked fans to share how they would help protect the environment for a chance to win $5,000. Within 24 hours there were close to 500 comments, and the brand received more than 1,500 Facebook Likes.
Christine Bradt, SVP, Communication Strategist Boon Yap, VP, Director of Broadcast & Video Brendan Marrese, Buyer, Video Investments Mark Shorey, Buyer, Video Investments Lindsay Wright, Buyer, Video Investments
Intel made an entrance into Web-enabled interactive with marketing blanketing 80% of space in Penn Station. The bus/tunnel signage, and subway banners asked consumers to download an Android application before attending a demonstration. A digital screen recognized participants by name as they arrived. Seventy percent of those who downloaded the application traveled to Penn Station to experience the demo. The program garnered 552 million impressions, and the Mobile Storefront drew 21.4 million impressions.
Lorett Lurie, Group Account Director, OMD Brad Moranchek, Group Media Director Laura Eisman, Strategy Supervisor, OMD Vanessa Hartley, Associate Director, Outdoor Media Group (division of OMD) Bill Roman, Senior Account Executive, Outdoor Media Group (division of OMD) Joe Harrington, Global Business Director, Tribal DDB Kinney Edwards,Group Creative Director, Tribal DDB Raisa Ivannikova, Art Director, Tribal DDB Nicole Mandel, Digital Producer, Tribal DDB David Lane, VP, Digital, CBS Outdoor Alvaro Muir, VP Digital, CBS Outdoor Chris Beauchamp, CEO, Monster Media Thom Campbell, ASMO Media Director, Intel Kevin Patterson, Manager, Consumer Campaigns, Intel Wayne Ahrendt, Global Creative Producer, Beyond the PC, Intel
AXE and Brightline created and ran the Excite campaign for 10 weeks across DISH, PlayStation, Xbox Live and Havoc VOD to about 79.8 million homes during summer 2011. From TV to video games, models in AXE commercials fell to Earth inviting gamers to play Unilever’s first-ever game in PlayStation Home. Players earned prizes for avatars and the experience generated 2.39 million views, 56 million impressions, 1.2 million downloads, and 1.77 million minutes of game play.
• Michael Coden, Brand Building, AXE Deo • Barret Roberts, Brand Building, Axe Personal Wash • Hazel Nussbaum, Sr. BB Manager, Axe Deo & MB • Kat Hargrave, Senior Experience Designer, BrightLine • Jarrett Couser, Experience Design Leader, BrightLine • Mattia Nicodano, Experience Design Director, BrightLine
In what could well be dubbed the Vagina Chronicles, The Richards Group conceived an unconventional media plan and creative for Summer’s Eve. The edgy campaign, code-named “Hail to the V,” used a series of multimedia elements to challenge taboos surrounding the feminine hygeine product. Based on proprietary research, Richards identified a new consumer segment called the “Vagina Conscious:” young, edgy women who talk openly about their bodies. With those consumers in mind, Richards built a communications strategy to capitalize on the target’s frequent attendance with a 60-second cinema spot, TV buys on networks and integration on Bravo’s “Watch What Happens Live,” which renamed a popular game segment the “Summer’s Eve Hot or Hot Mess”.Richards also included Spike TV on the plan, sponsoring the channel’s first-ever female showcase of “Deadliest Warriors” starring Joan of Arc. The print plan favored magazines like Allure and Fitness over conventional women’s service titles, and the digital strategy included search campaigns build around a sponsored “The V-Talk” blog.
Heath Griffith Tiffani Kiger Ira Berger Lindsey Herring
To sell a new a high-end luxury car conventional wisdom would tell you to build a media plan around Thursday night prime-time TV shows in order to drive weekend traffic into dealer showrooms. MediaCom tried something different to sell Audi’s new A8.
With research showing that Sundays were unexpectedly the optimal time to reach affluent consumers that could be in the market to buy a luxury sedan, MediaCom built its media strategy around Sunday buys. The plan saved media dollars while sacrificing only a little reach, however it also leveraged the insight that consumers are more receptive to messaging on Sunday and have more personal time on Sunday to engage with media. The “Sunday Strategy” focused Audi’s 2011 communications plan around one day a week, effectively enveloping consumers in messaging from the Sunday paper, news shows, NFL coverage, and online via site takeovers, iPad and Mobile ads.
Kristin Goodloe, MediaCom, Managing Partner Andre Rivera, MediaCom, Communications Planning Director Lauren Amster, MediaCom, Communications Planning Supervisor Amy Auerbach, MediaCom, Partner, Digital Director Adam Pincus, Managing Director MediaCom Content Mark Grande, Director, MediaCom Content Marc Wallen, MediaCom, Managing Partner National Broadcast Brian Keller, MediaCom, Partner Group Director National Broadcast Meredith DeLuca, GroupM, Print Director
Rovio and Bing developed an integrated partnership within Angry Bird where the search engine became the hero, helping the flock reach their goal. After a player failed one level three times, a button appeared with a sign asking if they needed help or wanted tips. Players were sent to m.bing.com for resources. The Bing & Decide buttons garnered more than 2 billion impressions during the sponsorship. Also included was a four part video series, viewed over 100 million times.
Kevin Shawver, Account Director, Point Reach Sheryl Tullis, VP Client Services, Point Reach David Alkire, Creative Director, Point Reach Scott Campbell, Art Director, Point Reach Chris Mulally, Producer, Point Reach Perry Pak, Media Director, Point Reach Sung Lee, Associate Media Planner, Point Reach
The Lenovo-sponsored “Scavenger Hunt” created and run by DoSomething.org ran for 11 days, each focused on a cause such as bullying and environment. Participants signed up by texting HUNT to 30644 or online. Three daily challenges focused on causes via SMS and e-mail, and those challenges were tweeted by stars like Danny Pudi and Alison Brie. The campaign yielded 119 million media impressions. Teens sent 133,433 text messages including “cause concierge” questions and mobile report backs. It mobilized more than 72,000 teens to take action.
Melanie Stevenson - Director of Business Development, DoSomething.org Gregory Thomas - Business Development Associate, DoSomething.org Kristy Fair - Global Communications, Lenovo Jeff Shafer - VP Global Corporate Communications, Lenovo Stephen Bosk - Global Public Relations, Text 100 Laura Giangiullio - Public Relations, Metro PR
The focus to put Volvo on the short list for luxury sedans led the brand to partner with the MLB through an app sponsorship. The deal allowed fans to watch live streaming games on iPad, iPhone and mobile Web properties. The Volvo campaign generated more than 173,000 subscribers, nearly 57% of audience used the app daily, and 24.8 million unique users across apps, MLB.com, Facebook, and Twitter. It also generated 60 million impressions. During live games trial users viewed 42,705,544 minutes and watched more than 4 hours on average.
Linda Gangeri, Manager, National Advertising, Volvo Cars of North America, LLC Sarah Amitay, VP Managing Director Mobile, Mobext/ Havas Digital Andrew Hoffman, Associate Director, Mobext/ Havas Digital Danny Englander, Sr. Mobile Specialist, Mobext/ Havas Digital Emily Chen, Mobile Specialist, Mobext/ Havas Digital Maria Pappas, Digital Account Director at Euro RSCG Jessica Richards, Account Director, Media Contacts/ Havas Digital
Gravity Media sought to promote IDT’s pinless phone card, BOSS Revolution, which allows millions of Hispanics to call abroad. In the “Unite Families” campaign, Gravity Media developed an integrated media strategy using a variety of family-oriented shows including popular shows on Telemundo and Univision. They also partnered with Spanish-language publication Hora Hispana to place promo stickers on the cover of the newspaper. In turn, BOSS Revolution’s business grew in the double digits every month during 2011.
Yuriy Boykiv, CEO, Gravity Media Boris Chernyy, EVP, Gravity Media Juan Chouza, Media Director, Gravity Media Ray Mounier, Associate Media Director, Gravity Media Marina Anoshin, Media Planner, Gravity Media Jessica Poverene, VP, IDT Danilda Ramirez, Marketing Manager, IDT Juan Sastre, Event Coordinator, IDT
Though 1 in 4 babies born in the U.S. today is Hispanic, there is a discernible lack of Spanish-language parenting resources available. For Pampers, Carat USA sought to fill this void by creating the first Spanish-language social platform for new Hispanic moms to connect, ask questions, give advice and celebrate her baby’s life. The campaign sought to create a maternal voice and feeling in hopes to gain the trust of the new mothers.
Carat USA -- Stephanie Starr, VP, Group Director, Communications Planning Andy Llerena: Multicultural Communications Planning Supervisor Yesenia Andrade: Multicultural Communications Planner
When Subway wanted to create a campaign that resonated with young Hispanic consumers, they turned to MediaCom. Armed with the research that showed young Hispanics had a deep passion for music and listened to more radio than the general U.S. population, MediaCom teamed up with Univision Radio to create the “Artistas Frescos” program. The program highlighted up-and-coming Hispanic musicians. This engaging campaign ensured that participants would become endeared to Subway while getting great music content. The results were excellent: there was a 13 percent increase in visits to Subway among bilingual adults between 18 and 34 years old.
Maria Cuerva, Hispanic Buying Director, MediaCom Kim Vasey, Director of Radio, GroupM Natan Cohen, Communications Planning Director, MediaCom Lauren Kull, Communications Planner, MediaCom Brianne Macy, Communications Planning Assistant, MediaCom
The Lord’s Resistance Army (LRA) and its leader Joseph Kony have waged 25 years of violence across remote parts of Central Africa, killing men, raping women, kidnapping children. To help defense efforts, JWT’s Digitaria designed an interesting solution combining old tech radio broadcasting towers where local residents can relay news about LRA attacks and movements to a centralized Salesforce.com database. The database then powers a customized content management system displaying the information on a dynamic online mapping system and application dubbed “The LRA Crisis Tracker.” The tracker enables key constituencies such as government workers, the press and aids to publicly monitor the LRA’s movements via digital mapping, breaking news feeds, continuous data analysis and a mobile application. The tool combines empirical data with storytelling, visually engaging data representation and narrative-rich media, ultimately delivering the most comprehensive and accessible information on the LRA available, raising immeasurable awareness and bringing closer the end of LRA violence. On Oct. 14th, President Obama dispatched 100 American troops to combat the LRA and by Oct. 18th, the military newspaper Stars & Stripes reported that American troops were using the LRA Crisis Tracker to track Kony.
Sr. Producer Tiffany Byrne, Digitaria Digital Marketing Strategist Victoria Young, Digitaria CTO Chuck Phillips, Digitaria Multimedia Art Director Matt James, Digitaria Creative Technologist Jonathan Dietz, Digitaria Creative Technologist Adam Storr, Digitaria Web Analyst D Doan, Digitaria Quality Assurance Engineer Tony Sanchez, Digitaria
Olson took the expression “It’s all Greek to me” and gave it new meaning with a series of augmented reality applications on out-of-home ads featuring Greek copy to promote client Yoplait’s yogurt. The apps revealed the English-language copy behind a series of Greek-language wallscapes, wildpostings, coffee sleeves and drink coaster that were deployed for the General Mills’ brand’s first AR campaign. The “Greek4Good” campaign was created to generate attention, especially among tech-savvy Millennials, while making users feel good about doing something positive. The app enabled users to see what others couldn’t, and for every message decoded, Yoplait awarded a point to a Feeding America member food bank of the user’s choice. The food bank with the most points received a $25,000 donation from General Mills.
Steve Lynch, Group Media Director, Olson Heather Nelson, Sr. Media Strategist, Olson Chris Henderson, Group Creative Director, Olson Brian Hurley, Creative Director, Olson Jenny McDowell, Account Director, Olson Julie Hagemann, Associate Account Director, Olson Liz Gray, Sr. Brand Anthropologist, Olson
To help client CW Television Network breakthrough the promotional clutter surrounding the launch of new TV series last fall, OMD came up with an innovative used of new magazine publishing technology that would literally ignite the imaginations of readers and prospective watchers of The Secret Circle, a new series about a group of teenage witches, whose power grows when they come together. To grab the attention of the target audience of women 18-34, the agency concocted a supernatural idea that used cutting-edge technology enabling magazine readers to interact with a special insert by magically lighting candles and then blowing them out on the printed surface. The ad, which featured four different technologies – audio, lights, and the first-ever use of touch-sensitive electrical control pads, as well as a wind sensor – created the illusion. The Witchcraft insert debuted in Entertainment Weekly’s 2011 Fall TV Preview Special Issue. The innovative use of technology grabbed headlines in trade press and spiked chatter online via blogs and social media, and The Secret Circle successfully opened with 3 million viewers.
Marc Simons, Director, Ignition Factory, OMD Jonathan Haber, Chief Innovation Officer, OMD Ed Kernan, Group Director of Strategy, OMD Rick Haskins, EVP, Marketing and Brand Strategy, The CW Television Network Caty Burgess,VP, Media Strategies, The CW Television Network
As part of the 2011 campaign to support the all-new Volvo S60, Media Contacts and Havas Digital worked with YouTube to create an experience that accentuated one of the most important aspects of getting potential buyers into the car: it’s fun to drive.
For those potential buyers who couldn’t get to a Volvo dealership, the team created an interactive experience to show how much fun the Volvo S60 was to drive. The campaign kicked off with ads alerting users about an opportunity coming soon to iPhones, Android devices, and YouTube — encouraging them to download the app and be prepared.
The fun kicked off on March 12th, when a daylong YouTube masthead unit began the contest. After downloading and starting the app, users held their device up to the ad on their computer screen. The app launched the 3-2-1 countdown for users to “race” around a virtual track. Finishers with the best times were entered for a chance to win an iPad. The campaign resulted in over 61M impressions on the masthead unit, exposure to over 33.5M users, 192,000 clicks of engagement within the banner itself, 6.5M rich media interactions, 14,000% lift in site visitation and 64% lift in search engine brand queries.
Linda Gangeri - National Advertising Manager, Volvo Cars of North America Jessica Richards - Account Director, Media Contacts Robert Pearsall - Media Supervisor , Media Contacts Michael Searles - Media Supervisor, Media Contacts Maria Pappas - Account Director, Euro RSCG Alexandra Litzman - Assistant Account Executive, Euro RSCG Latoya Page - Account Executive, Euro RSCG Maria Pappas - Account Director, Euro RSCG Charles Tibble - Associate Creative Director, Euro RSCG Luke Ward - Associate Creative Director, Euro RSCG John Steward - Executive Creative Director , Euro RSCG Gerald Lewis - Flash Programmer, Euro RSCG Catherine Deangelis - Associate Director of Project Management, Euro RSCG Cheryl Pajo - Project Manager, Euro RSCG
The Starwood Preferred Guest Card is a co-branded frequent traveler card from American Express. Challenged by fierce competition in the space, American Express sought greater media creativity to break-through the clutter by focusing on brand evangelism to reveal that the Card was the best kept secret to better vacations. A multi-platform media strategy was created to focus on Alpha Travelers with goals of permeating their travel experience; sprinkling customer reviews across their digital landscape and amplifying testimonials in print.
The brand focused on delivering useful travel content via a rich media feed of property reviews in social environments such as Yelp and blog integrations with Say Media. They also integrated rich photography in Frommer’s slideshows with editorial content. To add value for their target audience, the brand sponsored complementary Wi-Fi sessions in hotels. Immersive interactive videos were shown on CondeNast and WashPo properties (tablet and online), integrating Cardmember comments with the hotel properties.
Jonathan Tatlow, Digitas VP/Group Director, Media Jill Hamilton, Digitas VP/Director, Media Lina Agkul, Digitas Associate Director, Media Francis Anderson, Digitas VP/Group Director, Connections Planning Justin Prunell, Digitas VP/Director, Connections Planning Jill Toscano, American Express, Director Global Advertising Joe Bihlmier, American Express, Director Global Advertising David Szahun, Mindshare, Associate Director, Media
Presented by Intel + Toshiba, the “Inside” social film project was the first Hollywood film of its kind, as well as an homage to the Intel Inside program that originally launched in 1991. The Inside Experience campaign sought to reach a younger audience of 18-34 year-olds, with a goal of increasing brand awareness and introducing the new entertainment-focused Toshiba Satellite P775 series laptop.
Inside starred Emmy Rossum and was directed by D.J. Caruso (“Disturbia”, “Eagle Eye”), with Oscar-winning cinematographer Mauro Fiore (“Avatar”, “Training Day”). This blockbuster-caliber production allowed viewers to be a part of the production. Fans had the chance to become characters in the film itself by auditioning for an actual part in the film, and interact with the film’s protagonist on the campaign’s Facebook Pages.
For the first time, the director was able to not only direct the film’s lead character, but the audience as well—by weaving social media into the film’s story, film release, strategy, and even a social media casting call.
At the end of the three-week experience, over 600 people auditioned for a role in the film, 32 million people participated on Facebook, Twitter and YouTube, and over 13 million watched with over 80,000 hours of video consumed.
Lead Agency: Pereira & O’Dell PJ Pereira, Chief Creative Officer Jason Apaliski, Creative Director Jaime Robinson, Creative Director Jeff Ferro, Executive Agency Producer Kelsie Van Deman, Sr. Interactive Producer Victoria Whitlow, Integrated Producer Dan Beer, Media & Strategy Supervisor Neil Ramanan, Copywriter Chaz Whitworth, Art Director Gary Theut, Clients Services Director Henry Arlander, Management Supervisor Josh Brandau, Media Director Justin Cox, Sr. Strategic Planner Madeline Belliveau, Sr. Art Buyer, Print Producer Angela Eddleman, Business Affairs Audra Brown, Business Affairs Adam Russell, Sr. Project Manager Angie Paglino, Project Manager David Richards, Casting Call Moderator Production Company: RSA Films Interactive Production Company: B-Reel Editorial: Whitehouse Post Graphics: Laundry Visual FX/Online: Ntropic Music: Squeak E Clean
Lagging sales in shipping and transportation prompted the Union Pacific Railroad to set up a search campaign to change the perception from a “just a railroad” company to a total logistics solutions provider. The campaign delivered more than 4,000 unique visitors to the microsite at launch, growing to an average of 6,500 visitors weekly. Customer inquiries jumped 50%. The search campaign accounted for 47% of all lead conversions through the acquisition site. In 12 months, fourteen new customers signed on, with more on the way, resulting in a 10-times increase in revenue, compared with the prior year.
All listed are employees of Bailey Lauerman: Sandra Day Cranny, EVP/Communications Planning Jessica Polmanteer, Sr. Contact Strategist Emilie Wells, Account Supervisor Mary Golwitzer, Sr. Project Manager
Leads come in all shapes and sizes. In this case, Mindshare Search created a nine month pre-launch plan targeting consumers at each stage of the shopping cycle to launch the Range Rover Evoque in an already crowed luxury market. Keywords, copy and ad units were carefully monitored throughout. The search team created a “buy vs. build” strategy of layering the National Tier 1 and Regional Tier 2 results. Land Rover generated 198% more leads from the Tier 1 site from July through October, while traffic to the Tier 2 sites rose by 118%.
Clinton Armstrong - Associate Search Director; Jennifer Pitblado - Associate Search Director; Ellisa Kwan - Search Specialist
A locally targeted paid search campaign not only called national attention to U.S. Local Solar, but also drove down costs for qualified leads. The paid search campaign also increased brand awareness and allowed the team to test different creative messages via ad copy and landing page multi-variant testing. It drove up conversion performance by creating targeted, local campaigns that reinforced the brand’s strengths. The campaign increased the number of nationally qualified leads 347%, year-on-year, and drove costs down 35% from July to September.
Megan Bradley Account Director Covario Gary Ware Director, Media Operations Covario Ryan Hessenthaler SEM Account Manager Covario
Let’s face it: Big Brother is watching us. A digital outdoor campaign for the CBS series “Person of Interest” shows how easy it can be done. An interactive screen was placed in New York and Los Angeles that projected a mirror image of passersby.
The screen would detect a person’s presence, scan their face and take a picture. People had the option to have their picture sent to their smartphone and uploaded to Facebook. Those who uploaded their picture received additional Big Brother treatment. A user’s Facebook profile information would be gathered to create a personalized “Person of Interest” file.
Steve Birnhak, CEO and founder, Inwindow Outdoor Jeff Cohen, Managing Partner, Inwindow Outdoor
Do alligators really live in sewer systems of New York City? HISTORY Channel played off the infamous urban legend with an outdoor campaign promoting the second season of “Swamp People”. A dozen life-like alligators were placed by manholes, appearing to crawl inside or ready to surface. Branded barricades surrounding each manhole didn’t stop passersby from calling animal control. The second season of “Swamp People” scored 3.9 million viewers, up 25% from season one.
Chris Moseley, SVP Marketing, HISTORY Tracy Lenhart, Director of Consumer Partnerships & Promotion Marketing, HISTORY
Audi didn’t just debut its A7 at the New York International Auto show: first, it had to check-in at Times Square. The brand took 15,00 square feet of LED screen in Times Square to offer passersby the chance to download a guidebook on their smartphone that compared the bold design of the A7 to seven bold designs found in NYC, like the Flatiron building, the Brooklyn Bridge and Whitney Museum. Live tweets were posted on the massive screen, transforming it into a social media billboard.
Kristin Goodloe, MediaCom, Managing Partner Lauren Amster, MediaCom, Communications Planning Supervisor Zach Smith, MediaCom, Communications Planner Amy Auerbach, MediaCom, Partner , Digital Director Andrew Donohue, Kinetic, OOH Specialist Josh Schmiesing, Zaaz, Group Account Director Robert Roy Mapes, Zaaz, Program Manager Brenda Fackler, Zaaz, Producer Danielle Trivisonno Hawley, Zaaz, Creative Director Paul Cooper, Zaaz, Art Director Addison Linville, Zaaz, Sr. Interactive Designer Yury Liznov, Zaaz, Designer Jud Holliday, Zaaz, Technical Director
For Zappos’ holiday effort, mediahub from Mullen used print media as their cornerstone medium. With the belief that magazines are the last trusted source for audiences to discover “what’s hot,” they approached top magazines among 25 to 54-year-old women and co-opted their mastheads with personalized holiday wish lists of magazine editors, writers and staff directly on the page. Overall, the wish list print execution helped Zappos have their best sales month ever.
John Moore, Chief Media Officer Kate Melville, VP, Associate Media Director Erin McLaughlin, Senior Media Planner
Kellogg’s Special K cereal aims to keep women trim and full, so with bathing suit season on the horizon, they enlisted Starcom USA to figure out the real barrier that stopped women from wearing their bikinis confidantly. The result: the cover-up. Starcom then partnered with Shape magazine to help to create a cover peel featuring pop culture icon Kourtney Kardashian. In the intial image Kardashian is shown wearing a sarong to cover up her recent pregnancy but when the peel came off, Kardashian’s bikini-ready body was on full display. When the results came in, they learned purchase intent for Special K was 50 percent higher than the packaged goods category in spring.
Shannon Sutton, Supervisor, Starcom USA Kristina Wojt, Associate, Starcom USA Megan Boveri, Associate Director, Starcom USA Brenda White, EVP, Starcom USA
Subway’s goal to increase young male customers led them to find an engaging and relevant media channel to reach the target with minimal competitive clutter. They turned to comic books, which were read by a significant portion of the audience Subway sought. With an arsenal of celebrity endorsements, Subway teamed up with DC comics to have the celebrities and famous comic book characters fight some of DC’s famous archenemies. The series included four printed installments of eight-page, in-book inserts across several DC titles resulting in newly engaged Subway fans.
Larry Swyer, Managing Partner, MediaCom Natan Cohen, Communications Planning Director, MediaCom Jia Chen, Communications Planning Supervisor, MediaCom Kim Lukich, Communications Planning Supervisor, MediaCom Brianne Macy, Communications Planning Assistant, MediaCom
When public transit needs a boost, you can expect chirpy jingles on the radio, harkening to the days when everyone rode the bus. But not this time. R&R Partners had to break through to a younger crowd, so it signed up local bands to create songs that described how to use the transit systems. Then the agency enlisted local deejays to help spread the word. Ridership was up 4.5% in March compared to a year ago.
Jennifer Harlan, Media Supervisor Fletcher Whitwell, VP, Media & Digital Activation Karen Rulapaugh, Media Director Matt Silverman, Managing Director Kyle Curtis, Creative Director
Who hasn’t at least thought about trying to beat a train at a crossing? Union Pacific hired Bailey Lauerman to educate the Fresno, California, public to the inherent dangers in doing so. Targeting young, diverse, risk-taking men, it created :30 and :15 spots that deejays not only gladly aired but climbed aboard the effort, spreading the message even further with giveaways and events. How well did it work? Incidents were way down following the campaign.
All individuals listed are employees of Bailey Lauerman: Sandra Day Cranny, EVP/Communications Planning Jessica Polmanteer, Sr. Contact Strategist Gloria Rediger, Sr. Investment Strategist Emilie Wells, Account Supervisor
South Walton, Florida, needed to pump up the love after the gulf oil spill. LKM invited deejays to find their own perfect beach. Along the way, they tweeted and posted on Facebook 250 times, uploading their South Walton moments for a chance to win prizes and to be featured on digital billboard in their hometowns. Back home, they told their stories more than twice what the agency paid for. Visits shot up (64%) in August.
Elaine Cheedle (Media Director - lkm) Jamie Stewart (Media Buyer/Planner - lkm) Carrie Ochal (Social Media Strategist - lkm Deborah Zahn (Media Buyer - Ion)
As P&G expanded into social media space, it turned to MediaVest for insights about how it was impacting Millennial consumers of its beauty and grooming brands. The agency tapped into its proprietary youth network to gain insight into the “Paparazzi Generation.” Among the traits discovered were: “Celebrity Me” which is the way Millenials create and manage their image moment to moment as their own PR agents; “Broadcast Me” their tendency to document and share their image constantly, as if they were journalists; and “Network Me” which is the compulsion they have to share their opinions. New rites of passage were also found, such as the “self-snap” and being “camera ready.” A new kind of consumer angst was dubbed, “tagging tension” around whether an image is portraying the right story. Another finding was “Girl Talk 2.0” conversations that cross geographic boundaries to extend influence. These findings created opportunities for brands to provide value in unique ways, such as alleviating ‘tagging tension,’ by providing tips on being ‘camera ready’ through in-store theaters and advice on selecting and editing photos.
Andrew Hebden, Vanessa Evans, Alyson Stevens, Kate Bower, Amy Hunt, Laura Krajecky, Emma Montgomery - all affiliated with MediaVest
In an effort to understand the motives and emotions that drive people’s media choices, Starcom USA developed “EQ” to measure how people consume different media properties and content for different emotional reasons. While it makes sense that the “experience” of Newsweek is different than that of People, and CNN is different than “The Office,” much of the research has been based on target coverage and CPM – measures that essentially ignore emotion. To develop EQ, Starcom talked to more than 20,000 people and measured emotional motives for engaging with over 600 forms of media and content. The agency was able to define 17 emotional needs and impulses that various media satisfy. Thus an “emotional map” of the content landscape was created. After the entire agency was trained on the new framework, the knowledge was integrated from design to execution. In print they’ve seen a 13% lift in recall and 15% lift in action taken, while TV has seen a 10% raise in engagement.
Kathy Kline, EVP, Starcom USA
When it comes to selling luxury cars, campaigns have mostly targetted Thursday night prime-time TV shows to drive weekend traffic into dealer showrooms. MediaCom learned that Sundays were a potentially more optimal and less expensive way to market to potential Audi consumers. A media strategy around the unconventional day which saved money while reaching an audiecne of similar size and nature. The “Sunday Strategy” focused Audi’s 2011 communications plan around one day a week, enveloping consumers in Audi messaging from morning till night, in print, television and online ad campaigns.
Mediahub from Mullen’s mission was to increase saliency and acquisition in JetBlue’s new TrueBlue rewards program. In order to empower their customers, they created an innovative social platform dubbed “Sky’s the Limit Challenge.” The consumer entry point was simple: “like” JetBlue on Facebook, tweet #truebluejackpot or sign up for TrueBlue to increase the jackpot and prize amount. The model incentivized social sharing and the jackpot grew each day through sharing spurred by online support and overall PR/buzz generated over 2.2 million impressions.
John Moore, Chief Media Officer Katie Thompson, VP Associate Director Digital Media Brooke Tobiasz, Associate Media Director Ryan Chan, Digital Media Planner Kalley Jolly, VP, Account Director, Public Relations/Social Influence Jaclyn Bailey, Account Supervisor, Public Relations/Social Influence
Record label Island Def Jam partnered with AgencyNet to help launch Rihanna’s new album in a way that no other artist had done before. The Rihanna: UNLOCKED campaign was designed as a thank you to her millions of fans worldwide, aka the #RihannaNavy. The campaign put the fans in the driver’s seat with the power to unlock exclusives from Rihanna’s new album. The interactive, gamified experience centered on the artist’s Facebook profile, through which The “Navy” was tasked to work in combination with fans around the world on multiple “missions” to access new content.
Team at AgencyNet
In order to promote the Espadrille, Nine West used social media to create a two-way conversation where women could share, comment on and like content. At the center of the campaign were the “new influencers” – fashion bloggers who have strong followings and were actively sharing their style to young fashionistas on a daily basis. The agencies worked with the bloggers to build organic social integration and encourage engagement beyond a click. They turned the bloggers into brand ambassadors by partnering with lookbook.nu, a social shopping site, and providing them with Espadrilles. The bloggers created looks that appeared as editorial content and tirelessly promoted their Espadrille looks across multiple channels including their personal Facebook and Twitter accounts. As a result, the Espadrille category had over a 60 percent sell-through for the season.
Geoffrey Summerville, Account Director, Media Contacts Chelsea Dubinsky, Supervisor, Media Contacts Anthony Esponda, Planner, Media Contacts Debbie Woloshin, SVP Marketing,Nine West Whitney Alan, Sr Director of Marketing, Nine West Quynh Dang, Nine West Lea Marshiano, Assistant Marketing Manager, Nine West
Hurricanes are dangerous to homes and businesses. Recovery is job one. The HBRC (Hurricane Business Recovery Center) launched a cable campaign to help revitalize businesses along the Texas Gulf Coast, offering free business counseling and workshops. The creative aired during hurricane threats and alongside a five-minute interview that rotated on CNN Headline News. Straightforward, clear and hopeful, the campaign resulted in a 50% increase in seminar attendance and increased awareness.
Allen Brivic - President - BrivicMedia Kelley Robinson - Media Planner/Buyer - BrivicMedia
By teaming with the NCAA, Buick drove home a singular goal: giving back. The Buick Human Highlight Reel celebrated former athletes off the field, those who gave back to their communities in tangible ways. The spot, linked to a 30-minute branded TV show, pushed the theme of community. During the quarter for the NCAA tournament, Buick sold more cars than any other since 2007, despite no new car introductions for the period. That’s driving accomplishment.
Molly Marchese, VP, Media Director, Starcom USA Don Peasley, VP, Account Director, Leo Burnett Craig Bierley, Advertising & Promotions Director, Buick
Special effects aren’t just CGI; makeup is transformative. That’s the premise behind the new Face Off series, culminating in nifty reveals. The spot, voiced by Entertainment Tonight talent, detailed the artistry — prosthetics, 3-D design, animatronics and sculpting — used to create living art, and scare the pants off viewers. The countdown segment upped the excitement ratio and delivered Syfy’s best premiere night for a new reality franchise in six years among 18-49s, with 896,000 viewers.
Agency: Horizon Media, Inc. / Contact: Zachary Rosenberg – EVP, General Manager LA Agency: Syfy / Contact: Dana Ortiz – VP, Brand Marketing Agency: Fallon / Contact: Lisa Poerio-Shimek – Group Media Director