The first rule in creating ads for a quirky Swiss cough drop: Have fun with it!
This irreverent campaign taps into real irritations and offers a solution that’s ‘Gut für vot ails you.’
Let’s start a movement. It’s about time! Research shows people are happiest when they maintain good relationships, but who has the time? It turns out we all do. We spend hours of personal time glued to screens each day. And it adds up. To days, weeks, years that could be spent a more fulfilling way—with each other.
With this insight, W2O helped launch the Make Time™ movement, to inspire us all to unplug and hang out with those who matter most to us.
We filmed interviews with real people about how they spend time, their lack of it and what gets sacrificed. The results were shocking (just watch the video!) and led to commitments to change behavior and #MakeTime.
We created long-form and teaser videos, targeted ads for Facebook and Instagram, collaborated on www.MakeTime.us with Kraftwerk Design, activated influencers, and helped concept the internal rollout. In 2 weeks, the video was viewed over 10,000 times on Facebook and Instagram, with over 9,000 teaser views.
#MakeTime was a natural for Wente, which has always been committed to bringing people together—over a glass of wine or on-site winery experiences. This initiative drives a brand connection that sparks curiosity, and will ultimately increase sales.
2019 Innovation SABRE Awards North America Finalist: Sponsored & Paid Media - Best in Digital Marketing/Advertising
2018 MarCom Awards Platinum Winner in 4 categories: Corporate Social Responsibility, Social Media Campaign, Integrated Marketing, Social Campaign
4th Annual Shorty Social Good Awards Finalist
#MakeTime full video
:15 teaser for Facebook & Instagram
:15 teaser for Facebook & Instagram
Below is the evolution to the next, more branded phase of the social campaign.
And the maketime.us landing page…
To boost roadshow attendance, we sent direct mail to the top titles at commercial printers. Prospects registered for a roadshow or demo on landing pages with personal URLs: 12% response, 59% conversion and a campaign that HP rolled out across Europe.
FRS needed a big boost. They had great products formulated to provide sustained energy from natural ingredients. But a failed attempt to expand and pricey athlete endorsements had sapped their strength. W2O was called in to help with a make or break brand re-launch.
W2O conducted online analytics to better understand FRS fans. This determined that the most important product benefit was long-lasting energy, so we shifted positioning from energy for fitness, to enduring energy for success. It would also work for future audience expansion, to enduring energy for everyday life.
We tested 3 high-performing campaigns before launching one that taps into a winning feeling: Today, I own this.
Also critical, was a complete rethinking of the FRS website to tell a story visitors would care about and make purchase easier. Content became more user-focused so people can quickly see how FRS science benefits them, and share their personal successes. And we drove purchase by making the site more intuitive and streamlining the number of clicks.
How to boost Guinness sales at a local bar? Print encouragement on the bottom of glasses that drinkers of lighter beers will read. If the glass isn’t half-full of Guinness, it’s half-empty.
Indulgent and irreverent. Adventurous and approachable. This new, high-end waterfront hotel would be filled to the gills with unexpected twists.
W2O was engaged during the $30-million renovation to create the Hotel Zephyr logo and a teaser campaign. Our pleasure!
How do you cut through the clutter with a series of simple postcards to cynical IT folks? Use humor to show an understanding of their pains and offer an easy solution: Symantec’s total protection for Microsoft Windows environments.
The Studio 8 launch introduced a software bundle that could be different things to different users, and yet right for them all.
Quirky banners, emails and print ads targeted the different user groups with relevant benefits.
And the microsite continued the fun, delivering custom experiences to visitors completing a compatibility test, pairing each with their perfect match… Studio 8.
This launch represented more than half of the company’s revenue.
The microsite was set up like a dating agency, complete with bored receptionist. Mousing over the bowl of candy hearts revealed sweet messages.
The tabletop photo served up for your “date” with Studio 8 was determined by the favorite food selected in the compatibility test.
We delivered product benefits based on work-related questions.
Actors representing different types of users were filmed against green screen then added to the room. Clicking on each would prompt them to tell their Studio 8 love story.
We garnered user generated content by inviting visitors to submit videos telling why Studio 8 is a perfect match for them.
A magazine in the waiting room explained how we used Studio 8 to create the microsite, and hinted at hidden Easter eggs.
Unfortunately the website inclusivecreative.monks.info is currently being migrated and may be unavailable. Most content is shown below. There is also a web archive version of the site, although it is not an ideal experience.
There’s a lot of good intent around inclusivity but we couldn’t find a single, comprehensive resource of info that marketers could turn to. So we created one and shared it with the world. This was a labor of love for a volunteer team who researched, wrote, and designed the website on their own time. I co-led the project, wrote drafts, fact checked, reviewed, and added insights. Once launched, this passion project attracted new client leads and attention from the Association of National Advertisers, amongst others.
