To launch new PowerPods, connect with our target audience, and move cold & flu relief from the bathroom medicine cabinet to the kitchen counter—we created The Convenient Kitchen activation. We created our very own influencer, Kate. She’s a wife with her own online cooking show. She also understands the convenience of Theraflu Power Pods. We created three videos, including a How To, along with an activation page containing interactive content.
Many young people don’t see a bank as a place that offers a diverse or interesting career path. To counter this, we created this “career path” concept. It features various milestones in the careers of real employees. It ties in neatly with the So You Can consumer effort. The materials target both college students and experienced hires. We also moved the recruitment effort into the digital space, which is is new territory for the bank’s recruitment.
Bud Light wanted to keep the troops on peoples minds. The “Keep The Light On” app let people buy a Bud Light for a soldier on their phone in real time. The soldier could send a thanks back on Twitter, allowing buyer and receiver to share a Bud Light virtually.
Gen Z’ers want to be out there among their peers, especially on social media. That’s why the appearance of a cold sore can create serious panic. “It Came from Within” is a social media-driven campaign designed to target Gen Z’ers where they spend a great deal of time—on social media with their peers. The campaign uses the over-the-top style and tone of B-horror films to position cold sores as monsters that can attack your social life. At the same time, it’s building awareness about the fast, effective cold sore relief of Abreva. Mock horror movie posters announcing short :15 and :30 second online “horror films” are posted on Instagram and YouTube.
Chase wanted to make people in local markets aware of their advanced mobile banking capabilities, which regional banks didn't have. They also wanted to highlight the ubiquity of their branches in these markets.
HOW IT WORKED
By becoming a Chase customer and downloading the mobile gaming app, people could use their mobile phone to photograph and instantly deposit large checks that were placed around Columbus and Indianapolis in locations near Chase branches. Players could win up to $10,000 as well as smaller prizes. The first to deposit all the checks won. New customers increased dramatically in the target cities.
Theraflu wanted to connect to a younger audience who viewed it as an old-fashioned brand. To better attract millennials online, we created this series of music and graphics-driven videos. Breaking out of the tired and expected sick/relief format, we reinvigorated the brand by capturing the powerful joy of feeling better, while also focusing on the brand’s unique delivery system: hot liquid in a mug.
To launch the new parodontax (a toothpaste that treats bleeding gums) website we developed a variety of content. From educational videos to Do's and Dont's, the content had to build the brand as an expert in the category while it educated consumers.
Pfizerforliving.com was a powerful wellness tool featuring loads of of customizable information about health, medication and living life to its fullest.
Members created a personal health profile that created their very own version of PFL.com. Calculators, health meters, and other useful tools kept the information fresh and relevant. It allowed Pfizer to have an ongoing and active dialogue with customers.
MOBILE GAME: To bring the idea to life at the VDC convention we created The Insiders mobile game.
HOW IT WORKED: Attendees received a classified Insiders packet in the mail. Inside was a flash drive containing their mission briefing and directions to download a special app. They also received t-shirt with a unique QR code. Throughout the convention center players would scan codes, find decoding stations and Klout scores. Each attendee was a part of cracking the code. The goal was to build an Insider team that could solve coding problems that unlocked prizes. Attendees experienced the power of the community firsthand.
The Marriott Rewards Premier Credit Card wanted to get cardholders in the mood to travel with a Pandora playlist. When listening on a mobile device they'd receive these banner messages as well as a special online radio spot between songs. Take a look and a listen.
