Key Marketing Projects:
Brief: Connect Allstate with fans of the Mexican National Team. Communications platform: Proteccion es la Jugada (Protection is our Game). Integrated campaign: online, offline, PR, regional, corporate and events. Media Spend: 25MM/year; 5 years total Creative Agency: Lapiz
Gloves, TV
Event Poster for Interactive Game (Demonstrate You Can Be The Next Memo)
Memo's Locker, Microsite Experience
Memonizer, Microsite Experience
Brief: launch Academy Sports + Outdoor's BCG Plus sportswear line. Communications Platform: Academy Sports + Outdoors is the retailer that's making it easier for Plus Size Women to find active wear that fits well and looks good. At a fair price. In-store + Online. Agency: FCB <2.5MM
BCG Plus Launch, In Store
BCG Plus Launch, In Store
Brief: Launch Allstate's LGBTQ advertising platform to support local agents. Communications Platform: Allstate Comes Out. Results: Local agents were overwhelmed by inquires. Campaign won first prize at the GLAAD Media Awards. Agency: Leo Burnett Budget: <1MM
Allstate Comes Out, Agent Poster
No brief; Director's Cut Academy Sports + Outdoors makes it easier for everyone to enjoy more sports + outdoors.
Brief: Launch a new smart tech brand, myQ, distinct from the austere look of the IoT competition. Test and learn the best media mix for national launch. Communications Platform: myQ can do. rather than play upon fears, myQ can do empowers consumers to leave worry behind. Creative Agency: FCB
myQ can do, OOH
myQ can do: media mix test overview
Brief: Launch the new 4G LTE network in Chicago after a few false starts. Communications Platform: #BuiltForChicago Results: The campaign performed so well it was slated to replicate nationwide. Agency: Digitas/Leo Burnett Media Budget: 7MM/Market
#BuiltForChicago, Mobile Experience
After Dark Contest, #BuiltForChicago Microsite
Brief: Launch a new Blue Bunny campaign re-introducing Load'd Cones to the female adult target. Insight: Consumers need permission to take a break from responsibilities and have fun. Communications Platform: Funlightenment. The path to fun is simple, just eat Blue Bunny Ice Cream. Creative Agency: FCB
Contextual Social: The Moon landing anniversary coincided with National Ice Cream Day. Although a stark departure from our Social Formula, clients consented to take a risk. Results: The Moon Landing post was the highest performing social post of the year.
Blue Bunny, Contextual Social
Brief: Rid RVs of their staid reputation as a retirement vehicle. Insight: Millennial vacationers are tired of copy-cat and over scheduled vacations. They need a real adventure and a real decompression. They need a Real Vacation. Communications Platform: Go on a Real Vacation. Go RVing. Creative Agency: FCB. Media Spend: <10MM
Go on a Real Vacation, Social