By creating an online world where potential recruits can experience the Navy’s incredible training, benefits, technology/equipment – all through the eyes and experiences of real Sailors and Officers.
We also designed a social platform for the key decision-makers for joining the Navy – Moms. And, since our demographic lived in other specific spaces, we designed a video game and a mobile app as well.
Not only did navy.com help to demystify the Navy for potential recruits, it also featured our informative video series, Behind the Ribbons. These videos featured actual Sailors and Officers talking about their personal stories and everyday life in the Navy. Visit section >>
The site also included several smart and useful tools, like Life Ops, which helped a potential recruit figure out a possible career path in the Navy. Visit tool >>
By highlighting the VIP lifestyle and swagger of General Snus users through a print-to-mobile campaign.
Since General Snus is served chilled, we took that differentiating benefit and played with the wording to help uncover our General Snus user. ‘Distinctively Chilled’ reflects our user’s style, behavior and mentality.
From our print campaign, users would be encouraged to discover the hidden clues and guess the location using their Snus app.
You continue the story online with a video through a QR Code.
Time, Inc. held a Print Ad contest, pitting local agencies against each other in an attempt to sell the city to young, creative talent. Votes were submitted by readers online.
Originally we wanted to tell five unique stories (one for each finger on the ‘Michigan mitten’). Each ad would highlight a different Detroit artist/entrepreneur, with their continuing story (video) hidden in their fingerprint (QR code). This is the perfect example of technology enhancing the user's experience. We ended up winning first place.
Once the QR code was snapped, the video below would play on a user's cellphone.
You build a giant glockenspiel that animates AND automates every 15 minutes.
This was my one of my favorite and most challenging projects. Not because the massiveness of the sign. Nor the fact it was for Chevrolet. Or because it was going to cost was over 6.7 million dollars to build. The real stress came from the fact that we were putting this mammoth glockenspiel in the middle of world. If it doesn’t look good, or breaks down, it’s not like we can just ‘pull the ad down’ or ‘cancel printing.’ We launched, with the help of Disney® and Oceaneering, in May of 2006.
In addition to electronically programmable clock faces, the 72-ft. high installation features two, 15-ft. tall mechanical workers who ‘build’ the Chevy logo every 15 minutes. It was Chevrolet’s homage to the American Worker and viewed by more than 5-million people per day.
Here’s a behind the scenes look at the build and placement of the sign.
You give them the tools to learn how to let women buy beer for them. And by women, I mean the financially stable, happy-to-please, ‘Cougar.’
This entertaining and viral website poked fun at this cultural phenomena, while providing the perfect opportunity for the 24-30 yr. old male segment to upgrade to and enjoy a more upscale beer.
The site was loaded with humorous, instructional videos like the one below.
You highlight the key differentiating benefit with innovative creative that reaches the demographic at their key passion points.
Popeye’s chicken was actually prepared fresh. Not frozen. This was the message we needed to deliver to our target at their personal media channels (online, wild posting, mobile, video games). We knew interaction with the brand would help drive home Popeye’s ‘Fresh Over Frozen’ message.
Wild Postings/Mobile Coupons
Popeye’s competition all used frozen chicken. We thought this was a crime to the taste of chicken. So, we created a series of ‘WANTED’ wild postings. On each WANTED poster, we had an 800 number users could call for a mobile coupon.
Fresh Over Frozen Battle Royale - Downloadable video game
By using the ‘arrow buttons’ on their computer or cell, users could literally knock out Popeye’s competition. It featured three rounds of Fresh vs. Frozen fury. Popeye’s versus Colonel Sanders, Ronald McDonald, and The Burger King.
You disrupt, activate, and create a movement – while making the letters of the vehicle the focal point of the campaign.
Chevy wanted to launch its new vehicle, the HHR, which stood for High Heritage Roof. The vehicle had no name recognition, so we decided to let consumers highjack our brand, by taking these letters and showing us what “HHR” meant to them. It was one of the first user-generated content campaigns in America.
See videos below for examples of how we:
1. Disrupted the market with wild postings on every popular TV show.
2. Used blogger networks challenging consumers to creatively express themselves using the letters, ‘HHR.’
3. Successfully accomplished a complete media buyout on The Tonight Show, where Andy Dick announced the winner.
This integrated campaign went on to become Chevrolet’s most successful launch ever!
You parody an old school, overly dramatic PSA from the 80s. We wanted to rebuild American automobile awareness and we knew Toyota and Honda couldn’t compete with 80s Americana.
Here's a behind-the-scenes article written about our spot.
They were all key components in a successful Alternative Reality Game (ARG) called ‘Who is Benjamin Stove.’ The ARG was a slow burn, grass roots communication strategy to announce GM’s efforts to use the new, clean-burning fuel ethanol.
The original concept was created while looking into non-conventional forms of advertising to support GM's "Live Green Go Yellow" campaign. The goal was to create a conspiracy theory-based campaign involving ethanol, crop circles and General Motors.
Page Views 1.8 million
Avg. time spent 16m 14sec
Msg Board Posts 9,000+
Msg Board Members 1,000+
Overall, the site received over 20 million hits. (Compare that to any Super Bowl ad!)
Read more about the ARG here.