Intel harnessed the love of music and Pandora’s popularity with fans to increase awareness of its new laptop, the Ultrabook.
Through data mining of current customers, focus group testing among competitive customers, and pre-stay and post-stay customer surveys, we uncovered that there was a large untapped market of customers that generally book at the last minute for either business or leisure.
James Ready is in the discount beer market, a highly competitive segment that's 40 percent of total beer sales in Ontario with over 40 different brands. To help their drinkers, and more specifically, poor university students, JR created the Campus Bar-Ter Night, which yielded a sales increase of 8.51 percent and market share growth of 31.01 percent.
In 2011, John Frieda launched Precision Foam Colour, its first-ever home hair color. The marketplace had historically been a duopoly ruled by industry giants L’Oréal and Clairol and research showed that women were reluctant to try new brands. Despite these obstacles, PFC set out to become the #1 foam based on market share and trial data.
State Farm engaged Hispanic soccer fans with an augmented reality app geared toward a good cause.
Celcom, Malaysia’s premier mobile telecommunications company, introduced a text-based social network to capitalize on the youth market who could not afford mobile Internet smartphones.
LadyLucks, a mobile-only U.K. casino, used four different marketing initiatives to drive traffic to its site and increase revenue.
Bravo’s ninth season of Top Chef added a cross-media integration to complement the on-air TV show, increase buzz, and engage viewers.
In 2008, IBM recognized a unique opportunity to provide new leadership where leadership was urgently needed. Specifically, to educate the world of the fact that the technology existed today work better. Work SMARTER. As a result: the Smarter Planet strategy has expanded IBM's market potential by as much as 40 percent globally, or $2.3 billion dollars.
Piperlime.com is a new brand from Gap, Inc. that needed to introduce themselves to fashion-forward 20-somethings in order to drive significant growth in traffic and sales. The Let's Get Dressed campaign hit a real nerve by galvanizing young women to step away from lazy dressing and step up their personal style.
Magnum premium ice cream sponsored paid TV programs in Turkey, granting free access to fans’ favorite shows.
At a time of great need, facing a problem of daunting scale, the barrier that nothing can end hunger was turned on its head to become a brand and a rallying cry for the state of Rhode Island. New distribution channels, new brands and new customers were all evidence that an idea can tackle even the biggest of problems.
Canned food has come to seem low-quality and highly-processed. To bring Campbell's Condensed soup from the dusty recesses of Baby Boomers' pantries, and onto their tables, we had to dispel many, many misperceptions. Significant changes in Boomer's perception of Campbell's Condensed lead to +.10 percent growth in share.
Despite the global economic meltdown HSBC needed to stay on the planned growth track and bring new retail customers to the bank with the checking product PLUS BANKING. Instead of shying away from the recession, HSBC used it to shine a light on how their understanding of their customers truly set them apart with the idea: Math of Life.
Sprite has a long-standing 26-year relationship with the NBA, and have been the title sponsor for the Slam Dunk Competition for the last 12. However, it came time to refresh the sponsorship and create a way to better engage the audience. In 2012, we introduced the Slam Dunk Intensity Meter helping Sprite earn over 171 million additional media impressions during the 2012 NBA All-Star Weekend.
In 2010, MINI was faced with a dramatically repressed market and no new product news. Our task was to create a campaign that would drive deep engagement around the strategy that MINI was a feisty way to move through an increasingly serious world. The idea to challenge an icon of seriousness, Porsche, to a race was born.
Konica Minolta used print invitations and personalized QR codes to promote the launch of its new printer line.
MLB 09 traditionally set the standard for baseball gaming titles. In 2009, it was faced with launching a game with moderate development gains but no real news. To create differentiation, it had to aggressively own authenticity in a way that felt "of baseball." Its strategy was to feature one of the game's brightest stars, Dustin Pedroia, and talk about the game within the game.
The Broadway play MAMMA MIA! combined location-based mobile targeting with out-of-home advertising to drive ticket sales among New York City tourists.
How do you convince everyone in America to mail back their Census? By convincing people that the power of the Census is in their hands. Our message literally reached 100 percent of the population, achieving a 74 percent mail return and giving back $1.9 billion to the government.