Hundreds of televisions are release every year and they seem to follow the same promise —more pixels for greater resolution.
Drive excitement around the latest SUHD TV launch
Television viewers don’t want higher resolution. They want a better viewing experience; a greater sense of presence.
Source: TV Viewing Study by Journal of Media Psychology
SUHD TV display an extraordinarily lifelike experience that sweeps you away from ordinary, everyday life.
#TVTransportsMe social campaign created buzz around the world using an elevator stunt (video below) that was seeded on social media. A UGC promotion on Facebook and Instagram amplified the campaigns reach and engagement.
The promotion invited consumers to share their dream destinations with an online post (see social posts w/ SUHD TV frame). Winners were rewarded with a new SUHDTV or a flyaway trip anywhere in the world.
The U.S. Department of Veterans Affairs’ main purpose is to take care of America’s military Veterans after they leave the military with benefits like health care, home loans and pensions.
14 million Veterans haven’t applied for their benefits.
Encourage Veterans to apply.
We are speaking to a diverse group of multigenerational Veterans. When it comes to VA benefits, they think they already know what they need to know. The reality is that they know very little. To further complicate the matter, Vets don’t believe the VA really understands their needs, so we need to overcome that barrier and get them to find out more and apply for benefits.
Upon discharge, Veterans want to get back to the civilian things (e.g. play catch w/ their son, eat a home cooked meal, etc.) they’ve missed instead of doing more military related paperwork.
Source: Primary qualitative focus groups and quant research
Create a new ritual by celebrating the things Veterans want to do with the act of signing up for programs that will benefit the ones they love.
Vets, whatever your first thing was when you left the military, make applying for VA benefits The Second Thing.
The ad campaign ran on national broadcast media encouraging vets to go online and apply for benefits.
U.S. Secretary of Veteran Affairs, Erin Shinseki rewarded team members with commemorative challenge coins to celebrate our efforts and grant honorary military membership for serving our country.
Click on landing page below to see TV spots or go to http://www.squidbomb.com/#/usva/
Every 26 seconds a student drops out of school. Said another way, 7,000 students drop out of school daily —that’s more than 1 million students every year.
- Motivate potential students to go back to school for a GED diploma.
- Go beyond cliches of successful graduates thriving in thier dream job.
Fear of failure is pervasive in the US educational system. It perpetuates student insecurity and limits the student body’s outlook on success.
Source: Sir Ken Robinson, Ted Talk
Conducted qualitative research among dropouts, students, parents and teachers. The student journey was mapped from drop out to obtaining a GED. The journey revealed triggers, barriers, pain points and motivators.
Self-doubt deters people from going back to school.
Kill the doubt. Motivate potential students to take the first step by helping them overcome their insecurities.
Take the first step, call the GED prep center.
Personality + Tone
Your straight-talking best friend that revs you up.
A fully integrated effort offered broadcast and digital communication to encourage folks to go back to school. An online locator tool was also developed to help students find the nearest student resource center.
This people-first approach led to an impactful and successful campaign that helped many people get back to school. The effort was also recognized by winning a silver at the Cannes Film Festival.
“Stay full and focused” kid focused positioning lost relevance and the product was losing market share.
60% of FMW was being consumed by adults. We had a new target. But, we still needed to revitalize the brand with a fresh brand purpose and positioning.
We identified a socio-cultural shift in adulthood. Adults no longer consider play to be only for kids. These days, adults have a desire to escape from the stressors of everyday life and return to simpler times, times like those when we were kids.
Source: Kidult Handbook: A guide for grownups on how to play like a kid.
Purpose: A new brand purpose revitalized FMW’s relevance
FMW believes the world’s happiest people embrace their inner child. It exists to bring kid-like freedom to grown-up mornings.
Positioning: The brand was also repositioned in the marketplace.
Only FMW offers the perfect balance of delicious and nutritious for adults that refuse to compromise one good thing for another in every part of their lives.
Idea: A fresh idea fueled growth
FMW’s balance of delicious and nutritious helps put a playful kid-like twist on everyday adult routines and responsibilities.
Tag: Frosted Mini Wheats. Feed your inner Kidult.
Lack of brand meaning and differentiation from master brand McD's
Establish a specialty beverage brand while leveraging McD’s equity
Held archetype study, steak-holder interviews, and purpose clinic
McCafé opens up a wonderful world of delectable delights to anyone that seeks it
- Created a premium brand purpose and personality that felt accessible and affordable
- Briefed original tv spots for individual new product launches
- Inspired Moments of Wonder, an online immersive experience that featured the entire lineup of McCafe branded beverages. Using a Google Maps overlay, it allowed users to choose a beverage and “travel” to some of the world’s most wonderful places (Click on Moments of Wonder image to view video).
McCafé. Opens up a wonderful world of delectable delights.
The spiked seltzer craze fueled the creation of many copycat products and Constellation wanted its fair share of the category. SVEDKA Spiked Seltzer was specifically designed for women that wanted an alternative to high-calorie cocktails and beer.
Develop retail collateral and a social campaign that stands out from the clutter of existing sparkling seltzers.
Millennial women have a love-hate relationship with cocktails. They love them because their classy, bubbly and fun, but they can also be calorie bombs.
SVEDKA is a bubbly and fun, low-calorie, cocktail-inspired seltzer you can confidently sip on.
Social campaign posts were clean, simple yet captivating. Copy lines such as “Low-key Low-cal”, “Not available in Pumpkin Spice. But for real, Pumpkin Spice is delicious.” broke through the clutter and connected with our young female audience.
The campaign significantly beat Facebook’s North American and CPG benchmarks:
- Ad Recall Lift (28 pts) beat benchmarks (7 pts) by more than 20 points
- Brand Awareness Lift (18 pts) beat benchmarks (3 pts) by more than 15 points
Source: Facebook, Summer 2018
After a 10-year campaign, the brand lost relevance and needed to be culturally revitalized in a way that spoke to today's Millennial mom.
Today’s mom values creativity for her child, yet she holds back from encouraging it because believes it will take a lot of time and effort to clean up (e.g. glitter guilt)
Offers a simple food that creates “blank canvas” for creativity
Positioned RK as a brand that believes creativity should be simple and accessible to all.
Reframed RK as a child’s “blank canvas” for limitless creative self-expression.
Positive sales were generated from this campaign although actual sales numbers were unavailable.
Rice Krispies. Imagine it. Make it.
Note: This was a multi-channel campaign that included TV, print and digital/social.
Use Frosted Flakes sponsorship of the National Little League to show kids how the brand and Tony support kids and sports.
In sports, kids bond on the field through teamwork. But, they also bond off the field by sharing personal rituals (e.g. handshakes and high-fives, cheers and chants).
Show how sharing Frosted Flakes can be a baseball pregame ritual.
Show your stripes with Frosted Flakes, the official sponsor of the National Little League.
Case study coming soon
Mini Case Study
The Cheerios brand architecture needed to be improved to optimize its resonance with US Hispanic (USH) Households (HH).
Increase awareness and drive penetration in USH HH.
Conducted qualitative consumer research to reveal a fresh insight --which led to a new compelling key message and reprioritization the brand's RTBs
While cultural nuances exits, GM and USH moms want to teach their children healthy habits that will last them a lifetime (and eating a nutritious breakfast is one of those things)
Updated the Cheerios brand architecture resulting in a dedicated TV and print ad campaign for the USH market (see brand architecture and TVC below).
Differentiate Victoria’s Día de Los Muertos activation from the many other cervezas in the marketplace.
We unearthed real insights by conducting proprietary and secondary research among cultural experts. The Latino Smithsonian, a professor at the Department of Latino Studies at UCLA and a curator at the Museum of Mexican Art all agreed -the holiday was more well known in recent years. However, non-Hispanics were unsure about how to celebrate the day. The problem was clear. We needed to help them understand the unique relationship Hispanics have with death.
People think the Day of the Dead is about death. But, what they fail to realize is that it’s a day to celebrate the life of the dead.
We showed creatives the many ways Hispanics celebrate someone’s life. A photo and video compilation brought to life commerations of food, drink, song and art.
The team developed limited-edition packaging that showcased the many ways life is commemorated.
Shipping wraps, retail displays, bar banners, coasters, table tents were also created to support the effort.
Coming soon to a retailer and bar near you.
Hispanics were unfamiliar with Progresso and they favored familiar Campbell Brand soups.
Convince Hispanics moms that Progresso is worth trying.
Hispanic moms believe homemade soups are best. But, she's yet to discover anything that comes close so she settles for Campbell’s.
- Hispanics have a strong affinity toward chunky homemade soups
- Hispanics associate big pieces of veggies, pasta, and chicken.
- Hispanics have settled for Campbell’s Soups b/c is a brand they recognize from their country of origin.
Dramatized progresso’s flavor by showcasing the product feature that matters most to Hispanics, chunky veggies and pieces of chicken.
Delight your family with the unbelievably chunky great taste of Progresso.
Grew the category by convincing moms' of Progresso's homemade like taste.
Research and insight won an ARF OGILVY Award.
Progresso. This is soup.
Progresso. Esto si es sopa.
Private label brands threatened our brand in a recessionary economy
Attract price sensitive consumers by changing how they think about value
Cheap things end up costing more in the end (i.e. Lo barato sale caro)
- Used a know-it-all Hispanic mother-in-law as the FOIL causing tension
Bounty doesn’t rip like the cheap stuff, so it works harder
Shifted opinion from expensive to a smart choice –use less, save more
Bounty Lasts. It Never Gives In.
Bounty Rinde. No se rinde.
Launch the latest packaging innovation, cold-activated bottles and cans
Direct light beer competitors were competing based on value, not values
Tap into the emotional value of this rationally-driven feature
Light beer is thought of as cheap, but people often drink it w/ their closest friends
Guys want a beer that is as honest and straightforward as the company they keep
Good friends tell it like it is; just like CL labels tell you when it’s cold/ready to drink
*By 2010, Coors Light grew by 1.1% in a declining category using the emotional value of a rationally driven feature.
Coors Light. Real friends tell it like it is.
Coors Light. Cómo un buen amigo, te lo dice como es.
*Beer Marketer Insights
Reintroduce Kia’s redesigned, entry-level sedan.
The brand was perceived to be a “run of the mill” value sedan.
Hispanics think quality cars have to be expensive, but Kia makes quality cars affordable by designing them with their needs in mind.
The new Optima was inspired and redesigned with you in mind.
Shifted consumer views of the brand from negative to neutral.
Kia Optima. Brings out the best in us.
Kia Optima. Saca lo mejor de ti.