If you read what people are writing about display advertising, you will be tempted to think that the answer is, “Hardly anyone.”
It’s not that people – consumers, users, surfers, people – hate banner ads. It’s the people who make them and use them that hate them.
Donald Lawson, who claimed his Powerball prize last month in Michigan, doesn’t think so. At $337 Million, it’s the 3rd largest Powerball jackpot ever.
“Yeah, I’m a millionaire now, but I’ll still go to McDonald’s. I don’t like filet mignon or lobster. A simple life. That’s what I want to continue to do.” Lawson stated last week, when asked how his life was going to change. (more…)
We pride ourselves on doing heroic things for our clients. But working with organizations like National Jewish Health puts that kind of heroism in perspective. In our client’s organization, people are routinely retrieved from death’s door, as NJH is recognized as the world’s leader in curing MDR (Multi-Disease Resistant) lung infections. Returning soldiers have hope of better heath and breathing because of National Jewish Health. The best practices of respiratory medicine, the technology that becomes the standard, and the breakthroughs that give people life and breath… it really is true that the people of National Jewish Health NEVER SAY NEVER. (more…)
Tom Civitano, EVP of Marketing for the Plaza Hotel in New York noticed a lot by working and watching the hotel’s front desk. With his agency, DiMassimo Brand Advertising (now DIGO) he did an unobtrusive survey of families checking in, asking a single, simple question, “How did you decide to stay at The Plaza.” Nearly eight out of ten families claimed the children had decided! (more…)
Tim Tebow is currently the hottest property in the sports world, but he is fast becoming Hollywood’s hottest property as well. The New York Jet is signed to the sports division of leading Hollywood agency CAA, following an alleged battle between the top agencies, who all wanted a piece of Tebow.
But could all the Tinseltown-type attention jeopardize his game and wholesome Christian image? (more…)
If you ever doubt the power of what we brand builders do, pause briefly to consider the Marlboro Cowboy.
This image helped to addict millions. This after it transformed a minor women’s cigarette brand into a legendary masculine number one brand smoked by men and women alike.
Consider what that word “Cowboy” means to the American psyche, and indeed to the world. This is branding and image-making par excellence. (more…)
Fresh in-market work from DIGO for brilliant client Recyclebank, the leading rewards program for your recycling and all your green actions. We’re so proud of this work and the impact it can have on families, communities and the environment we all share. We also think it’s a beautiful, elegant solution and we like looking at it! But… before you do, will you do something that will make you feel good? Go to Recyclebank.com and sign up to be rewarded for your green actions. It’s Free. There is absolutely no cost or obligation. No cost to you, ever. And, you get stuff… just for being good to your environment. You recycled. You carpooled. You rode your bike. Just report it on the site and Recyclebank rewards it. It’s “the first rewards program approved by planet earth!”
Growth Key: Brand A Category/Incite A Local Response
Initially tapped to launch and test local response marketing campaigns for Recyclebank, DIGO soon recognized that a brand positioning obstacle stood in the way of growth. A series of insights quickly surfaced a huge opportunity. There is a “rewards program” category. Consumers understand this. Recyclebank can own a positioning as the rewards program for green actions. We translated this positioning into the campaign theme “The Only Rewards Program Endorsed By Planet Earth.”
We answer the first question of every communication, “Says who?” This statement packs a lot of messaging into a tight space and frees up the advertising to promote local registration. We tested a multi-channel plan in matched markets, augmented with guerilla tactics and a robust, continuously optimized, geo-targeted digital campaign. Recyclebank is off and running with powerful buzz, positive press, and rising registrations in the target communities.