Case Studies
Propane
"Energy for Everyone"
PERC (Propane Education & Research Council) wanted to raise awareness that propane is a clean energy and that it’s used for more than just your outdoor grill. They gave us five years to achieve their goal, but with a combination of Ted Talk like TV executions called “The Future Is Now” and accompanying digital, social, trade shows and B2C and B2B print campaigns, we exceeded their goals in just two years.
We followed that up with a TV spot called “Symphony” that used a small orchestra players as an analogy to show that propane is part of the solution when working in concert with other clean energies. It debuted on the 2024 Summer Olympics in Paris and achieved +222% higher message memorability and a +71% likeability with NBC’s Olympic audience. It was supported throughout the year with a mix of digital, social, B2C and B2B print, trade shows and OOH to support their seven vertical markets. The client was thrilled, which is always music to my ears.
Walmart
"The Smart Network"
The Smart Network is Walmart’s in-store digital network that speaks to 140MM shoppers every week with over 26,000 screens. We created over 1,500 pieces of content annually for Walmart and the top CPG companies in the country with the understanding of how to take their brand voice and communicate that with the customers right at time of their purchase decision.
This has led to an annual ad revenue of $75MM and over $100MM in total box lift year over year. In addition to our targeting and triggering capabilities, we continue to innovate, such as tying into social and integrating with mobile to create a seamless shopping experience.
Baby Ruth
“The Real Deal”
Baby Ruth is unashamedly down-to-earth. It’s not going to make you a better athlete, or be a complete meal for you. It is what it is – a thick, rich, delicious candy bar.
So to get that idea across to our target (20 to 35 year-old sports-minded men), we created “The Real Deal” campaign. Concepts had to live in their world (baseball, bowling, trucks, music). A straightforward, no b.s. approach was taken. And that got attention.
Using different media vehicles (signs, T-shirts, stickers, napkins) to convey the message, Baby Ruth looked like more of a major player than the print-only budget allowed and became buzzworthy. The client was so thrilled with the success of the print work, the campaign was extended to television. This led to numerous creative awards and – even more significant for a product aspiring to be the real deal – a major bowling promotion.
Australia Tourism Commision
“Have You Ever?”
One of the best parts of any vacation happens after you’ve come home, when you get to tell your friends about all your amazing experiences. It’s what we call “conversational currency,” and when you travel to Australia you come back home loaded with it.
The “Have You Ever?” campaign gave us a way to tell people about it. By asking a series of unexpected questions, we were able to leverage a wide range of uniquely Australian experiences: pristine beaches, friendly people, city nightlife, and the wildlife just to name a few. There was everything a traveler could want. And all came with a distinctly Aussie twist.
Starting out as just a print campaign, it quickly expanded to TV, web and outdoor. Phone calls, website visits (and a number of creative awards) poured in. Originally meant only for U.S. audiences, the campaign proved so successful it was rolled out in Germany, Spain, Italy and Japan.
