Give your summer a twist with Absolut! Summer is a time for freedom and escape, for cutting loose with friends and taking a break from routine. So, this year, to help keep things fresh, we helped Absolut put a new spin on summer with creative cocktail recipes and party inspiration. Show stopping retail POS puts shoppers in the mood to let loose, and invites them to “Reinvent Summer” with the help of Absolut.
Big Things Happen Here
The DCVB launches a new campaign
With other cities capturing tourism and convention share, the Dallas Convention & Visitors Bureau needed a new image—one that would shine a spotlight on the city’s rapid growth and not only attract visitors to the city but reignite Dallasites’ passion for their city. The resulting campaign, Big Things Happen Here, highlights Big D in a unique and unexpected way. Because Dallas is way more than big hair and big buildings, it’s about BIG moments that can only happen here. Print and outdoor ads ran in major cities across the U.S. and came to life locally in a way that allowed residents to put themselves in the middle of the action. Six-foot “B” and “G” installations were placed throughout Dallas overnight, and residents were encouraged to stand in between them, take a picture and tag it online #DallasBIG. It became an unobtrusive way to let people know that “Big Things Happen in Dallas” and that anyone can be in the middle of it. By empowering the citizens of Dallas to share their BIG moments with the world, as well as give their friends a view of the city they love, we created a campaign that made both residents and local businesses excited to participate.
A Fresh Look
7 Eleven coffee gets a facelift
7-Eleven sells approximately one million cups of coffee per day. But those numbers have been declining in recent years thanks to a fiercely competitive category landscape. So we were charged with improving perceptions of coffee quality at 7-Eleven. And we decided to start where the coffee meets the consumer, with redesigned urn wraps at the coffee bar that convey an authentic and premium feel. This is just the first step, but it’s a pretty big one. Future awareness efforts in broadcast and outdoor, as well as new product releases will reinforce the notion that 7-Eleven is a coffee destination like no other.
Manage Business Not Printers
Partner Managed Print Services – SMB Launch Campaign
HP Partner Managed Print Services manages companies’ entire printing operations. To reach specific targets at those companies, we flipped the script on the expected B2B communication and broke through the sea of sameness by treating this as an aspirational consumer campaign. We concepted and executed a suite of assets from direct mail to web videos, directed specifically at relevant decision makers. Throwing printers out a window? Yeah, that was fun too.
Clean & Clear and Neutrogena Team Up for Back to School
For back-to-school shopping, skincare isn’t topping anyone’s list. Until this year! For the first time in Johnson & Johnson’s history, Clean & Clear and Neutrogena were big players during the back-to-school time frame, securing prominent in-store displays at Walmart, Target andWalgreens. At Walmart, girls were rewarded with a free Teen Vogue subscription with purchase. (Check out those die-cuts!) At Walgreens, shoppers could win an HP laptop. But the back-to-school coup of them all was the Target program. No, you are not seeing double - we landed two end-caps, and got more than we asked for when Target chose to support specially designed totes for a cause. With the addition of dedicated media, including custom vignettes on MTV, print advertorials in teen magazines and PR with teen bloggers, TracyLocke led the way for Clean &Clear and Neutrogena to become back-to-school essentials.
Circles are the New Slice
Introducing Pizza Hut Sliders
What better way to bring in the new year than with a whole new way to eat pizza? Pizza Hut wanted to change the way people eat pizza by introducing a product that allows everyone to get exactly what they want. Through mixing and matching toppings on individualized pizza’s rather than compromising on a big pie, they did the impossible: Make everyone happy. We’ve created innovative POP elements, and a microsite to support the 3in’ pies and play off the Big Pizza Sliders.
Introducing The Next Big Thing
The launch of the Galaxy S® 4
When it came time to launch the Samsung Galaxy S® 4, we were asked to do it in a big way. Having just weeks until the release, we had to create a VIP kit to go to influencers and carriers. The kits included a new Galaxy S 4 device with accessories, a welcome letter and a brochure. The most challenging part was writing, designing, and shooting a 30-page brochure in just 3 weeks. But in the end, thanks to an enormous team effort, we got the kits in the hands of some lucky VIPs before the launch date. And that made THE NEXT BIG THING a really big hit.
10 Bucks Your Choice
Pizza Hut plays it up on social
For over 3 years, the $10 Any campaign has been a success at Pizza Hut. We were challenged to keep things fresh with an integrated campaign highlighting the deal’s value and variety, while reinvigorating consumers to experience the brand in a whole new way. A microsite was created to showcase many of thousands and thousands of possibilities of ANYs you could create for $10. With incentives like winning FREE pizza and three grand prizes of $10,000 for building a digital ANY, it soon became Pizza Hut’s most successful email acquisition program. In the three weeks it was live, the site acquired more than 190,000 new Hut LoversTM email program members.
Flavors Brands Refresh!
2012 Mirinda & 7UP International Look & Feel
Two refreshing sodas refresh their looks! New campaigns from 7UP International and Mirinda help the brands come alive for fans across the globe. With Mirinda’s new Free Your Fun Side campaign, the ordinary becomes extraordinary, turning boring situations into moments of fun. One gulp of Mirinda’s fruitastically intense yumminess, and suddenly life is brighter and the world becomes more fundelicious. On 7UP, this update of the Shape 7 campaign ties the refreshing fun of cooling off to the uplifting feeling you get from drinking 7UP. Green colors hint at the taste of lemons and limes, and moments of simple joy come together to form the iconic 7UP logo.
Performance Starts Hear
Polk Audio changes the game with new sports headphones
For an athlete, headphones are more than an accessory. The earbuds lock in and the music takes over, motivating the athlete to go longer, to push harder, to dig deeper — superior sound driving superior performance. So, when Polk Audio set out to solve the problems with existing “sport headphones” by launching their new UltraFit™ Sports Headphones, they looked to TracyLocke to launch this new product lineup Rooted in the idea that sound motivates, TracyLocke developed a breakthrough brand identity, powerful print advertising, and dynamic package design to bring to life the creative idea called Performance Starts Hear™. And that leaves Polk Audio in perfect position to outpace the pack. Game on!
Return of the Dew Crew
Diet Dew goes racing with Jr. Nation
Diet Mountain Dew has leveraged their racing legacy to create a passionate movement that connects Dale Earnhardt Jr’s massive fan base to their favorite driver. What started out in the early 1980's as a handle for Darrell Waltrips pit crew, the Dew Crew has evolved into a large group of individuals that supports, builds, maintains and wheels that #88 Diet Dew Chevy around the track on race day. The Dew Crew now provides Dale’s fans with an insiders “hub” that allows them to get involved with their favorite driver, help make actual team decisions, win prizes and interact with the brand all season long. In partnership with the Manumatix “Bamboo” Facebook app we created an integrated activation plan for the Dew Crew that extends across on-air, digital, print and in-store elements that creates a unique consumer engagement experience with Jr. Nation on a weekly basis.
The Flavor of a Makeover
7-Eleven gets a new look
In Southern California, 7-Eleven has made significant investments in the renovation of their stores, which include upgraded interiors, new coffee bars and an array of new hot food items. Once the renovations were completed, we were tasked with creating a campaign to help convince people that 7-Eleven is more than just a convenience store, and ultimately to drive store traffic and increase sales. Our idea was to brand 7-Eleven as the place you go to put the flavor in every occasion – whether it’s an ice-cold Slurpee® after a Little League rally, a Big Gulp®, Southwest Turkey Sandwich and chips for a road trip, or an Energy Drink and Beef Mini Tacos that get you through all-nighters. The integrated campaign came to life across a variety of media in and around the marketplace.
Dew does skate content different
Come, grasshopper, and learn the ways of skate! How better to bring Mountain Dew’s “It’s Different On The Mountain” attitude to life, than by making a skate video unlike any other? Enter Paul Rodriguez, the master, taking two of his young protégés, Theotis Beasley and Keelan Dadd, on a journey to challenge the city they call home. Shot in iconic skate spots around Los Angeles, the tale unfolds as the 3 skaters travel around town slaying it on their skateboards. And when they were done, Mountain Dew and its skaters had conquered, not just LA, but Dew Tour audiences everywhere.
Take Pizza Night from Fun to Phenomenal
Pizza Hut leads in innovation once again
In a season dedicated to new beginnings, Pizza Hut wanted to blow the doors off the competition in April with an innovative product so crazy, so cheesy & so out of this world, it was named “Crazy Cheesy Crust Pizza”. With a pizza this unique and delicious, we took the print, point of sale, email, and social media to a whole new level of extreme. We did the first ever “double cheese pull” and partnered with Dude Perfect to bring the crazy to pizza. With this campaign, we gave consumers permission to get a little crazy and take Pizza Night from Fun to Phenomenal!
I'll Drink to That!
Goody Goody Liquors Inc. Rebrand and Campaign Rollout
Dallas-based Goody Goody Liquors Inc. opened their first store in 1964. Their commitment to fair prices and top-notch customer service helped them grow to 20 locations across Texas with very little need for advertising. But then the landscape changed. Facing the effects of aggressive new competition in the DFW market, Goody Goody teamed with TracyLocke to articulate their brand promise and translate it into a complete rebrand, starting with a new logo and evolving into an integrated advertising campaign. The “Toast of the Town” campaign uses humorous and genuine toasts to set Goody Goody apart from the competition, with executions coming to life in print, OOH, radio, street kiosks, delivery trucks, in-store and more.
Not Your Average Barbershop
The Arcade in Dallas TX
Where can you get a haircut and a Stratocaster? Check out a barbershop called The Arcade. Cookie-cutter haircutting franchise? Uhhh…No. The Arcade is a funky barbershop that also sells and trades guitars and music equipment. What it needed was updated branding that matched its barbershop, guitar-swap essence. We created and launched an identity campaign that celebrates the soulful vibe of this Dallas landmark, featuring lyrical messages about looking sharp and sounding even better. The results? Walk-In business has tripled. Stop by. The Arcade is the only barbershop where you can leave lookin’ like Clooney, and soundin’ like Clapton.
Love Every Sip
Diet Pepsi 2013 Brand Platform
In 2013 we’re making Diet Pepsi all about love - for the product, and every moment of every single day. We created an entirely new brand platform and asked our consumers to ‘Love Every Sip’. Fan favorite and Diet Pepsi loyalist Sofia Vergara is back to launch our ‘Love Every Sip’ campaign, which includes everything from in-store activation to national radio spots. To complement our new tagline, we spread the love on Valentine’s Day with our one-of-a-kind, limited edition heart cans. With a new voice, look, and even love-inspired packaging, ‘Love Every Sip’ has made a big splash nationwide.
My Plate. My Way.
Buffets, Inc. serves up customization
How do you make people think differently about your buffet restaurant? You talk about it differently. While other chains continue to default to the “all you can eat at a great price” story, we partnered with Buffets, Inc. to take a more creative, insightful approach.
In an integrated campaign, we bring to life the joy of customization by celebrating the person making his or her plate in a fresh, fun relatable way. Whether you fill your taco shell with pot roast or make a slider out of mac ‘n cheese, our menu is your imagination. "my plate. my way." is not only driving traffic and increasing sales, it is reframing the way people think about the brand and the entire buffet category.
The Carly Effect
T-Mobile Takes Over Dallas Transit with Mobile Broadband
The TL T-Mobile team recently got the opportunity to blanket our own city of Dallas in creative thanks to a local push for T-Mobile’s Mobile Broadband service. Starting at Mockingbird Station and radiating outward at bus kiosks across the city, we placed ad after ad featuring contextual headlines communicating the obvious benefit of Mobile Broadband—the ability to richly connect to the Internet from virtually anywhere.
Imagine yourself in a Dallas Area Rapid Transit (DART) train, riding home to the ‘burbs from work, wishing you had something to watch to pass the time…or for the workaholic, a way to keep in touch with the office. Then your train rolls past a life-size T-Mobile Carly, who shows you a way to make this simple dream a reality for only $29.99/mo.
With a deal so great, we probably just needed one. But placing headline after headline along transit lines insured that the Mobile Broadband message hit home.
So, the next time you’re riding DART, maybe you’ll come to a moment of clarity--“Hey, I could be watching streaming TV right now instead of staring out the window of this train. What am I waiting for?”
It’s an easy sell, really. And we have to admit—the sight of all that beautiful magenta always brings a tear to the eye.
You Are What You Tea
Lipton Iced Tea nurtures its natural side
This year, Lipton is launching their revolutionary new 100% Natural Lipton Iced Tea –in a beautiful new bottle. As part of an Inter-Agency Team, we collaborated in countless brainstorms, which ultimately led to the creation of the “You Are What You Tea” silhouette campaign idea. We then helped bring the campaign to life by creating stunning silhouettes of people filled with sun, water and tea leaves, highlighting our concept of “inner refreshment.” This work is helping to drive summer long sampling that kicked off at SXSW, highlighting “The Natural Side of Music,” and the Lipton partnership with Pandora Internet Radio. Our silhouettes will also rock out on the national mobile sampling tour bus, sampling stations, outdoor boards, and concerts. We even tailored the work for the Florida region, letting legendary women’s golf champion Annika Sorenstam show what 100% Natural Lipton does for her inner game. Finally, we completed our activation in-store, filling words with sun water and tea, to let our message shine through.
If You Build It, They Will Come
Pepsi Max brings MLB legends to life
Inspired by TBWA's national Pepsi Max/MLB TV ad, we created the "Field of Dreams" engagement program to capture the attention (and imagination) of baseball fans everywhere. The idea was simple – "If you build it, they will come". The program allowed fans to not only build a dream team of the greatest MLB players of all-time, but it also gave them the chance to actually play a game against them in their own hometown. In-store promotion and online advertising spread the word and drove consumers to vote at the microsite on MLB.com. The dream finally became a reality on May 12th, 2012 when over 10,000 fans showed up to watch their favorite legends take-on the winner and his friends in Columbus, Ohio. With over a million votes cast, and national coverage for the game itself, Field of Dreams 2.0 is ready to step up and knock expectations out of the park.
Hugs for Barilla
Barilla launches “The sauce that hugs our pasta."
Barilla is the number one selling pasta in America. Barilla sauces are not. No wonder Barilla wanted to tell the world their sauces and pastas were “made for each other.” Their national campaign used the metaphor of Romeo and Juliet to highlight the love between Barilla sauces and pasta. The challenge to TracyLocke: take a more product benefit focused approach in-store, while keeping it emotional. Research showed us New Barilla sauces are so think and rich, they actually cling to the pasta. That fact proved to be the inspiration for our activation idea: “Barilla. The sauce that hugs our pasta.” After all, who doesn’t love to hug? Especially Italians! Our hugs theme worked beautifully in-store, and also inspired our national promotion, which gave consumers the chance to “Hug your family in Italy.” Our idea was also extended to the work done by other agencies. Based on our concept, The Perfect Hug photo contest was highlighted on facebook, and a Send a Hug Day was created which allowed consumers to help donate 40,000 meals to Feeding America, just by sending a hug. Based on our work, we were also given the honor of writing the copy on every jar of new Barilla sauce. Hugs all around!
Crime Fighting QR Codes
HP Protects Against Counterfeit Ink
The Counterfeit ink business is booming. Each year, consumers are fooled into thinking they are buying Original HP Ink and Toner. And because counterfeit ink fails 1 out of 3 times, it's costing them money. Not to mention all that lost revenue for HP. To combat the issue, HP developed on-pack holographic security QR codes. Consumers simply scan the code to make sure they are getting Original HP ink, giving them piece of mind. To get the word out, we created a campaign that put the crime fighting QR code front and center. And, why just talk about authentication when you can show it in action? Each ad utilizes a fully functioning holographic QR code that when scanned, takes shoppers to a mobile site walking them through the HP verification process. Just that easy. This fully-integrated approach worked in print, direct mail, email and digital advertising.
Find Your Fit
G Series FIT works out with Walgreens
In Spring 2011, Gatorade launched its latest innovation with G Series FIT, a three-part suite of products designed to fuel fitness athletes before, during and after their workout. Partnering with clients, TracyLocke identified Walgreens as a good match for the athletic, twenty-something shopper who is looking to optimize their regimen. The engagement idea called “Find Your Fit” focused primarily on education about the new products and their performance benefit while also delivering an incentive of free workout downloads with two professional trainers in partnership with Men’s and Women’s Health magazine. Also, an inspirational video of G Series FIT athlete and professional surfer Coco Ho was featured on a motion-sensitive end cap LCD screen in thousands of Walgreens stores nationwide to attract attention and drive relevance with the target audience. Gatorade continues its evolution with G Series FIT and this breakthrough shopper engagement program.
In a brillant move to use consumers' attitudes towards ads (we hate them) for good, Pedigree created an ad featuring adorable puppies and are giving the YouTube ad revenues to helping dogs in need. Talk about a compelling reason to share.
Great use of Twitter by Starbucks. We'll see more and more of this in the coming months.
As an Account Manager now for over 12 years, I have to say that this article made me think. We can never truly define exactly what makes a great Account person - as one that is great on one team may not be on another due to the client, synergies with the other team members, level of work, etc.
However, there are basic skills that one must pocess to be a successful Account person.
This is a good read for everyone, as the Account role should be taken seriously.
FS is closing 370 stores and cutting loads of jobs... the effect of more competition (online, Walmart, other store), the harsh weather and overall lower sales.
Social media management is tough. Each brand's community has three types of people that follow their channels—haters, lovers, and everyone else. Responding to the lovers is fun. Responding to the haters...that's never easy, and there's no "right" way to do it.
When HoneyMaid produced an ad campaign that featured families, some mixed-race and same-sex, as a definition of "wholesome," the haters came out of the woodwork to attack what they deemed the brand's "homosexual agenda."
Honey Maid's response? Use art to turn hate into love.
An incredible short film series is coming to life thanks to the production prowess of Helio Collective and iconic camera brand Leica. Called “Let Us Roam,” the series tells the stories of photographers, artist, filmmakers and musicians, all within the subculture of skateboarding.
The first and only completed video so far is the Ray Barbee one. Inspiring. Very nicely done. See link below.
So you're an animator for Dreamworks and you have a son. Tell me you wouldn't add a little awesome to the videos of your sons life, too.
We've all seen them: Ads featuring impoverished, starving, underpriviledged childrent, often of African descent, with a promise from an organization to feed, clothe and essentially save these children if you donate the equivalent of a cup of coffee a day. Look at you, the western savior! And all it takes is your credit card.
These ads (also known as "poverty porn") toy with our emotions, pulling at our heartstrings and filling us with guilt as we watch them on our 60" LED televisions in our three bedroom houses. As if solving issues of poverty and development were as easy as donating a few cents per day.
These fundraising campaigns simply perpetuate stereotypes, promising a simplistic solution without providing any real information about how donors can help and where their money actually goes. It hurts the cause and the people portrayed. Truly effective and moving fundraising campaigns use creativity instead of pity, crafted with careful storytelling and featuring characters not on the verge of death but ready to embrace life.
The Norwegian Students' and Academics' International Assistance Fund has created two wonderful awards to shed light on the worst and celebrate the best in fundraising campaign advertising.They are awarding creative campaigns with the Golden Radiator Award and stereotypical (and potentially harmful) campigns with the Rusty Radiator Award.
Each category has 4 videos to watch. While voting is closed and the winners have actually been chosen, it's still a great place to see what type of messaging can help spread a cause's reach as well as seeing the messages that are tired, unoriginal and ineffective.
See them here >> http://www.rustyradiator.com/
(Make sure to watch the video at the top, created by the NSAIAF)
"Here’s the lesson of social decision making: if we’re going to build trust, loyalty and advocacy through social media, we must do so outside the bounds of the traditional advertising relationship. Stop using social media to try to sell your product. Try to help people achieve personal satisfaction through your brand experiences, and the sales will come."
Interesting infographic about some brands you may recognize.
Lengthy article, but interesting read:
read about the newly opened store in Bentonville. We'll be seeing more of these smaller format stores as shoppers change the way they shop
The small-format push is aimed at capturing a larger share of quick trips by offering convenient locations better suited for a mid-week milk run than a distant supercenter. “Where we’ve been challenged is [with] the fill-in trip,” Walmart U.S. chief executive officer Bill Simon said at a conference earlier this month. “This has been interrupted by a rapid growth in smaller stores — dollar, drug, hard discounters and others.” Like the To Go concept, all new Express and Neighborhood Market locations will be hybrids: Both will offer fresh food, fuel and a pharmacy to compete against a wide variety of formats
read all about it here... and see how popular you really are... or aren't ;)
In support of their upcoming breakfast launch, Taco Bell is in the process of mailing out about 1,000 Samsung T404G phones from HipCricket to superfans and influencers. Recipients of the "Breakfast Phones" will be instructed to keep their phones on at all times as they'll be getting personal calls and missions every day, leading to great prizes.
One of the hottest marketing topics of 2014 is mobile marketing and how retailers can deliver targeted messages using geofencing or geolocation.
In one of the most innovative uses of a retailer app and geolocation, Guatemalan sneaker store Meat Pack stole 600 customers from its competitor's stores by pushing an "exploding coupon" which started at 100% off and decreased by 1% every second, stopping once the customer entered the Meat Pack store.
See the campaign video here: http://adsoftheworld.com/media/ambient/meat_pack_hijack
An important item to note: To receive the push notification while standing in a competitor's store, the customers had to have already downloaded the Meat Pack app. In other words, to pull a stunt like this off, retailers need an app that's already worth downloading.
According to noted retail expert Doug Stephens, stores that focus on selling products and measuring success using conventional methods like sales per square foot will join the Radio Shacks, JC Penneys and Staples of the world that are rapidly closing their doors.
Instead, he believes the key to thriving in retail in a world where online shopping is so easy, convenient and cost-effective is to sell experiences that simply can't be had online and measuring retail success using digital technologies that already exist including video, beacons and social sharing.
A fantastic and necessary read >>
Data from more than 8,600 shopper marketing programs uncovers best practices to improve program performance and ROI
by price stickers!!!
there has to be a way to design displays / POS and take into account that the retailer will ALWAYS put up a price tag!