SCANA Energy
It happens every year. Loyalties are questioned. Relationships are torn apart. It’s natural gas renewal season! But it sounds just like a soap opera. So that’s what we created. The result was a fully-integrated campaign that got people talking about something people don’t normally talk about: natural gas.
case study
visit the campaign site to see the individual episodes (er, commercials) and exclusive online content. the site was responsive so people could even keep up with the drama on their phones.
outdoor boards teased the drama like it was a new TV show.
the drama continued to unfold on Facebook, where bonus character and story content kept fans engaged.
banners
direct mail
art director: Ryan Taylor
copywriter: Rob Bloom
U.S. Virgin Islands: Stop Vacationing
We pitch a ton of ideas to our client. Some are easy. Some are hard. Some are cheap. Some are expensive. Some, like this one, make them squeal with excitement before being scared to death to agree to it. We still remain confident it would have generated amazing buzz. [sigh]
people that look like they're having this much fun need to be told one thing. stop vacationing!
we wanted to fly planes around the least authentic tourist destinations in the Caribbean with invitations for people to text and "save" their vacation.
once contacted, we would swoop in, pack up the vacationers, plant a flag at their previous destination, and fly them to the USVI for an authentic experience.
the rescues would play out on Facebook where you could watch the story of each rescue and hear the travelers compare both destinations. you could even nominate a friend you knew would be going on vacation soon.
art director: Ryan Taylor
copywriter: Rob Bloom
iShares
The largest issuer of exchange traded funds in the US (and globally) wanted to educate financial advisers on exactly how to use ETFs. They're complicated and pretty boring (if I'm completely honest) so our task was to simplify, entertain, and educate. What better way than with a cartoon metaphor?
the metaphor
the LONG metaphor
For those who were really interested, we created a 7-minute video that explained all the little details of using ETFs. After only three weeks, the YouTube video had racked up over 5,000 views. That's 5,000+ people watching a 7-minute video on an obscure financial topic. Not too shabby.
To increase engagement and shareability, we created a contest on Facebook and YouTube that invited financial advisors to create their own metaphors about ETFs.
art director/designer: Ryan Taylor
copywriter: Rob Bloom
U.S. Marine Corps
The Marines needed to reach out to a younger, more digitally savvy audience. These web banners were concepted to drive users to specific pages of the new Marines site in an effort to see what messages were resonating most with their target recruits.
banner 1: we sniffed out IP addresses and served a relevant message based on the number of current recruits from their immediate area.
banner 2: we wanted to impress potential recruits with the awesome firepower used by Marines.
banner 3: a stark introduction to a creed every Marine is required to learn and recite.
banner 4: users were invited to answer a series of questions and receive their own physical fitness score.
banner 5: users were challenged to test their mettle in a situation Marines deal with on a daily basis.
banner 6: we gave potential recruits a sneak peek into the 12 weeks of grueling training it takes to become a Marine.
art director: Ryan Taylor
copywriter: Rob Bloom
BlueCross BlueShield of Tennessee (pitch)
The largest insurance provider in Tennessee was looking for a multi-channel product campaign that focused on their core competencies in health and wellness. They wanted to reach individuals and group buyers with a message that was comprehensive and uniquely Tennessean.
print ads
tv
outdoor
banner ads
campaign site
art director/designer: Ryan Taylor
copywriter: Rob Bloom
designer: Jon Cole
IQ
IQ's CEO, Tony Quin, was nominated for Marketer of the Year by the Atlanta Marketing Association. As a sponsor, IQ got a half page ad in the program. Instead of the usual congratulatory fare, we opted to seek help from the audience in crafting Tony's acceptance speech, should he win (he did).
print ad for program
zoomed view
mobile site for filling out the mad lib
some of our favorite entries
picture with the winner
the big moment
art director/designer: Ryan Taylor
copywriter: Alice Jankowski
Volvo Trucks
Volvo makes great trucks. But they're seen as a foreigner to the likes of die-hard Kenworth and Peterbilt fleet owners. This campaign treated the trucks like luxury cars, showing the passion that goes into each Volvo and capitalizing on the three core brand values: fuel efficiency, safety, and comfort.
print ads
microsite featuring customer testimonials and truck education
art director/designer: Ryan Taylor
copywriter: Rob Bloom
Locopops
Locopops is a Durham, NC icon known for wild and tasty flavor combinations. Their stores, with underwhelming, bare, white walls, didn't complement the product. We dressed up the stores (and the local streets) with posters that put the unexpected tastes front and center.
posters
art director/designer/copywriter: Ryan Taylor