The brief: Encourage financial advisors to sell iShares new 529 plans to their clients. Based on a insight that advisors felt they had to educate their clients about the importance of saving for college costs, I came up with the idea of seeing them as a teacher and so we sent them a real apple. In fact we sent out over 20,000 fresh apples.
The brief: Grab financial advisors attention and get them to recommend a new Muni ETF that came with extra tax benefits for their clients.
Until iShares ETFs came along financial advisors had great difficulty getting into high yield bonds and Mutual funds came with a lot of paperwork.
The brief: Tell financial Advisors there is a new way to talk about risk management with their clients.
At the time the stock market was even more volatile than normal and investors where looking for a safe place to put their clients money. The problem was most fixed income mutual funds were not giving them any income and investors were taking unnecessary risks in trying to fix their problem. iShares wanted to get the message out that their little known fixed income ETFs were the answer.
The brief: Find away to get hedge fund managers, who trade $1 million a minute to spend a few minutes with iShares ETFs. We discovered they loved March Madness. So we invented Fund Frenzy, an annual client acquisition marketing program from iShares, based on a bracket-style competition that runs in March. The winner gets $20k for charity and a MVP ring.
Every year the campaigns of emails, banner ads, dimensional direct mail, posters and playbook beat the client expectations by a huge margin.
They all used animated gifs for example the steps would animate on and the heart would beat
The social posts we produced for the best bits campaign were the most viewed and shared of any Fitbit campaign.
The brief: Promote Hong Kong as an exciting, vibrant place to spend a few days and choose Cathay Pacific to fly there. To do this we produced a 64 page interactive travel guide that has rich immersive cinemagraph’s with sounds and translations to bring Hong Kong to life, plus links to weather, destination websites and timetables for the local ferries to make it a really useful guide to keep on your mobile phone.
We used social media and targeted banners to drive people to Apple books or a specially created landing page to download the guide.
The brief: Announce the start of a new Airbus service to Hong Kong from SFO. With a limited budget we thought lets use digital bus shelters around San Francisco which is famous for having uncomfortable buses and encourage travelers to check out our very comfortable Airbus.
The brief: Announce a joint promotion between Cathay Pacific and Universal Pictures to promote a new movie that was shot in Hong Kong. We used social, banners and Youtube pre-roll to drive filmgoers to a special landing page where they could win a free trip or save $500 on special package deals.
To announce how much better for the environment Cathay Pacfic’s new Airbus A350 we ran banners and social posts
A few stop-frame animated social posts from a series created for the launch of Cathay Pacific's new improved service to Hong Kong.
The brief: sell the benefits of getting and using the new Cathay Pacific Visa Platinum card.
The brief: Announce the launch of same-day delivery of many of P&G’s household items in a joint campaign with the USPS.
The social ideas used an insight that up to 90% of social media users post, tweet and browse while on the toilet.
Readers could order same day deliveries straight from the page
The USPS ran a very successful program called Top 100. They asked us to produce very creative direct mail for their biggest clients like Disney and Macy’s to showcase the new innovations in print and digital interaction, plus how effective the medium could be.
This film raised more money for Cancer research than any of their previous campaigns.
The brief: Create a mailpiece that would demonstrate to 200,000 of Royal Mails best customers, it’s speed and flexibility. To do this we mailed 200,000 fresh flowers with the line “This is just one of over 80 million deliveries we’ll make today” It Demonstrated speed, with the flower being delivered fresh the next day. And flexibility, that they could deliver something as fragile as a flower. The mailer got a huge response and raised awareness of direct mail to 40%.
The mail pack received a lot of media attention over how ambitious the scale of mailing 200,000 flowers had been and many small businesses talked about it in the trade press. Plus it also won top honors at many award shows.
The brief: Inform small businesses about the last posting dates for the holidays. In the UK dates are a staple food of the holiday period. We worked with the No 1 supplier to customize some of their very familiar packaging to house their fresh dates and our mailing dates.
The mailing worked with an increased response rate on previous years and also appeared in the D&AD.
The brief: Reverse the trend of falling attendances at the Imperial War museum with a campaign that would literally “hook” people in.
The museum holds some of the most famous artifacts from both the first and second world wars. So we used them to came up with cross track subway posters, where commuters would be captivated with rich immersive stories from soldiers and ordinary people who had experienced the horrors of the wars. The headlines told of personal misfortune, but ended on a cliff-hanger: to find out what happened, you would have to visit the museum to complete their story. It worked too with a 29% increase in footfall at the museum.
The brief: Point out the many benefits DVD.com has over the slightly cheaper Redbox. The main difference being you had to leave the house to get a Redbox DVD. We mailed a series of targeted postcards that sent the recipient to tailored landing pages for a free trial. Each headline included a benefit that DVD.com had over Redbox
We placed banners on sites and blogs where out target audience would go to get help with their day.
With the aid of an app the reader could watch trailers of all the films featured in the mailer.
Even though this was made back in the mid-nineties. it was still remembered by readers of Top Gear magazine in the UK a few years ago as one of their favorite car launch TV commercials.
This ad was to announce Ford was bringing back their famous rally winning Escort the RS2000
These ads featuring DJs Smashie and Nicey from the biggest TV comedy at the time played by two of Britains top comedians, received a lot of extra attention and chat from the DJs at the radio stations the ads played on.
The brief: The vegetarian society wanted to lose the myth that fruit and veg was boring along with the people who ate it. They gave us a very small budget but said go for it. The TV ad was pulled by the broadcasting standards commission after one week. The ad then got months of free media attention plus, became one of the most shared viral videos of the year.
The brief: Highlight a new government study that linked eating red meat to some cancers. The ad ran full page in two national newspapers but then went on to be talked about in every newspaper for weeks, eventually appearing on Britains version of “60 minutes” where it was ripped up live on air by the head of the meat marketing board.
In this campaign we gave Britains No1 toilet cleaner a new personality and a new name. Big Bad Dom. 20 years on, Unilever still get asked in focus groups when is he coming back?
When the cover was opened a sound chip was triggered.