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 HD TV launch
Television viewers don’t want higher resolution. They want a better viewing experience; a greater sense of presence.
Inspiration: TV Viewing study by Journal of Media Psychology
SUHD TV offer an extraordinarily lifelike experience that sweeps you away from ordinary, everyday life.
The 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 online buzz and engagement.
The promotion invited consumers to share their dream destinations by sharing an online post using the Samsung SUHD TV frame (see social posts below). This method of entry rewarded winners with a flyaway trip anywhere in the world or an SUHDTV.
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 them or their needs, so we need to overcome that barrier and get them to find out more and apply for benefits.
Every Veteran had a small but meaningful thing they dreamed of doing upon returning home (e.g. play catch with their son, eat a home cooked meal or just got on a motorcycle and rode).
Source: While interviewing veterans, we searched for a common experience or ritual that would resonate with all vets. Quant and qualitative focus groups were conducted with hundreds of Veterans.
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 kills more student dreams than the promise of a brighter future.
Kill the doubt. Motivate potential students to take the first step by helping them overcome their insecurities, not by sugar coating the outlook of their future.
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.
Lack of brand meaning and differentiation from master brand McD's
Establish a specialty beverage brand while leveraging McD’s equity
Led archetype study, steak-holder interviews, and purpose clinic
McCafé opens up a world of delectable delights to anyone that seeks it
Created a premium brand purpose and personality that felt accessible and affordable
McCafé. Open up a 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 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 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
Lost relevance from a “stay full and focused” positioning
60% of FMW was consumed by adults. Contrary to the belief that more kids were eating the cereal. Insert FMW into the fabric of a new adult generation by tethering the brand to an emerging “Kidult” mindset.
Adulthood is shifting from responsible adults to grown-ups that embrace their playful inner-child. It’s called Kidulthood.
Source: Kidult Handbook: A guide for grownups on how to play like a kid.
We believe the world’s happiest people embrace their inner child. We exist to bring kid-like freedom to grown-up mornings.
Today’s adults want to put a little kid-like fun in all the grown-up things they do.
Repositioned FMW as a brand that puts a playful kid-like twist on everyday adult routines and responsibilities
Frosted Mini Wheats. Feed your inner Kidult.
Seeking its first foray into the flavored malt beverage category, Constellation launched Corona Refresca, a cocktail-inspired, tropical spiked refresher.
From a communication perspective, one of the brand’s greatest challenges was leveraging Corona equity without misleading consumer’s to believe it was a beer. After all, the product targeted women 25-29.
It’s retail and social activation successfully broke through the clutter by shattering Facebook’s North American and CPG awareness benchmarks.
Note: Cross-channel creative was developed for digital/social and retail. A couple examples featured for reference.
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.
Rice Krispies. Imagine it. Make it.
Note: This was a multi-channel campaign that included TV, print and digital/social.
Mini Case Study
The Cheerios brand architecture needed to be improved to optimize its resonance with GM and US Hispanic (USH) Households (HH)
Increase awareness and drive penetration in GM and 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
TV spot featuring the FF’s National Little League sponsorship.
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 with homemade
- Campbell's is a heritage brand known in many Hispanic HH
Delight your family with the unbelievably great taste of Progresso.
- Dramatized progresso’s flavor by using a Spanish idiom that likens soup to gossip. Ala, Progresso soup is so good you won't be able to 'spill the beans (soup)'.
- Grew the category by convincing moms' of Progresso's homemade like taste.
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 especially for the Hispanics.
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.
Launch BK’s new spicy Angry Whopper
The Angry Whopper is so spicy it might make you a little antagonistic.
Angry Whopper. Lose control with every bite.
Angry Whopper. Perderas el control con cada mordida.