Go City® Joins List of 19 Companies Choosing The Positive Behavior Change Agency™ for its Creative and Communications Strategies that Actively Change Lives for the Better
NEW YORK, July 19, 2022 – Today, DiGo (DiMassimo Goldstein), The Positive Behavior Change Agency™, has been named as the agency of record for Go City®, the leader in attraction passes. Beyond building both brand and category awareness among travelers, Go City® chose DiGo to lead creative and communications channels with its Positive Behavior Change offering, changing the behaviors that change lives for the better.
With an estimated 65% market share in the global multi-attraction pass business, and operating in 25+ cities on five continents, Go City® allows travelers to access the best of a city all from one simple app. Go City® will be looking to DiGo for driving awareness and excitement amongst all travelers around its category-leading services. Go City® joins a list of 19 companies to choose DiGo during the pandemic, including Echelon Fitness, PenFed Federal Credit Union, Partnership to End Addiction, Triad Behavioral Health, Samsung, The Great Courses, Spear Physical Therapy, White Plains Hospital, Huntington Learning Center, k12.com, BetterHelp, Boar’s Head, Urolift, Lifeplus, SynergyLabs, Edelman Financial Engines, Apolloware, and a company soon to be announced that specializes in workplace education.
“With the long-awaited return to travel upon us, we are thrilled to be working alongside DiGo to inspire travelers to get back out there and get the most out of every trip,” said Deborah Jourdan, Senior Vice President, Brand for Go City®. “We are looking forward to collaborating with DiGo over the next year. We know they will push us creatively as we look to amplify our brand during this critical time in the industry.”
Through its work with Go City®, DiGo seeks to elevate consumer awareness of the brand as a leader in the travel and tourism space, and an expert on what to do in the world’s greatest cities. DiGo will bring Go City®’s distinctive brand to new heights, and help strengthen Go City®’s existing customer relationships. This partnership seeks to not just further Go City®’s current success as the category leader, but also capitalize on the reemergence of the travel industry. DiGo will guarantee that sightseers seek out Go City®’s full range of attraction options, on-the-ground flexibility, and overall value, adding a new level of enjoyment to every journey they take.
“The travel industry is at a crossroads. Travel itself is a proven path to Positive Behavior Change. Today’s traveler seeks not just experiences but transformations. Today’s traveler says, ‘Make it better. Make me better. Make us better.’ Go City® is well-poised for rapid growth driven by delivering on all three. Travelers who try Go City® develop a deep bond with the brand and become passionate users. Through our work with Go City®, DiGo aims to connect this ground-breaking company directly to travelers all over the country and beyond. We couldn’t be more excited to be working on this campaign and see the remarkable change that will stem from it.” Said Mark DiMassimo, Founder and Creative Chief of DiGo.
DiGo is actively working with the Go City® team and anticipates an initial launch of the new campaign later this year.
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DiMassimo Goldstein (DiGo) is the world’s first creative agency focused exclusively on promoting better habits by building brands and businesses using Positive Behavior Change marketing. Over the years, DiGo has helped to build life-changing brands and businesses, including BetterHelp, Shutterstock, Wondrium, Partnership to End Addiction, WW (formerly Weight Watchers), SodaStream, Samsung, Echelon, Pfizer, Urolift, Lifeplus, SynergyLabs, Edelman Financial Engines, Apolloware, and CVS Health among many others across various industries. Headquartered in New York City, DiGo has teams across the globe and is committed to creating an enriching environment of diversity, equality, inclusion, and creativity. For more information, visit digobrands.com.
Welcome to The Habitual. It’s nice to see you here. We hope you’ll hang out for a bit, because we have something important to tell you about big changes we’re making at DiMassimo Goldstein (DiGo).
After more than 25 years of doing well, we came together as a team and decided to do only good. We agreed to be guided by a single mission—to help form better habits that change lives for the better.
You see, people don’t always do what they know they should do. Much of marketing makes it worse. We’re not afraid to admit that, in the past, we too have contributed to that noise. Too often we have worked on things we did not believe in. But not anymore.
From now on we have decided to work exclusively on promoting better habits by building brands and businesses using Positive Behavior Change marketing.
If we can help anyone eat better, breathe easier, live longer, sleep smarter, learn faster, love deeper, feel mentally healthier, emotionally stronger, or financially more well, then we believe the investment in creating those stories will have been worth it.
Welcome to the new DiGo – The Positive Behavior Change Agency™️.
We are a community of people working around the globe with diverse talents all committed to being agents of Positive Behavior Change. We work with brands that help people make better choices and form better habits. When they succeed, better things happen for us all—individuals, organizations, and the world we all share. Helping everyone reach their potential is how we intend to reach ours.
We take this stance seriously, which is why we’ve decided to relaunch our brand, starting with The Habitual by DiGo.
The Habitual is a new publication from DiGo – The Positive Behavior Change Agency™ dedicated to helping people, businesses, and brands form better habits. Why? Because habits are the result of committed, consistent, and continuous Positive Behavior Change. There has never been a more important time for a positive statement. This is ours.
If you share our view or want to join our cause, we’ll help you find the right Positive Behavior Change for you. If you want to work for us, let Felicia know. If you want us to work for you, reach out to Lee. And if you want to learn more about Positive Behavior Change marketing, Mark is ready to chat. Finally, we’d love it if you helped share our first publication, but no pressure.
DiMassimo Goldstein (DiGo) is the world’s first creative agency focused exclusively on promoting better habits by building brands and businesses using Positive Behavior Change marketing. Over the years, we’ve lent our expertise to life-changing brands, including BetterHelp, Shutterstock, Wondrium, Partnership to End Addiction, WW (formerly Weight Watchers), SodaStream, Samsung, Echelon, Pfizer, and CVS Health, among many others across various industries. Headquartered in New York City, DiGo has teams across the globe and is committed to creating an enriching environment of diversity, equality, inclusion, and creativity. For more information, visit digobrands.com.
Creative people hate tools they view as uncreative, and the word “stock” smacks of satisficing sameness.
Yet, not all creative asset companies are created equal.
While art directors, designers, and creative directors have been challenged with lower budgets, canceled shoots, and tighter schedules, many avoided “stock” sites and services for fear of stock sameness.
DiGo client Shutterstock had built something very different – a great set of tools for enhancing creativity, and a remarkable range of assets that seemed to be anything but “stock.”
Since most of the budget would go into connecting creators, we’d need to hijack news and memes to get our message out. The Fyre Festival fiasco presented us with our first opportunity. Within 72 hours, using $2000 of Shutterstock assets, we created a video that was ultimately seen by millions – nearly 700,000 on YouTube alone. Though it was not a SuperBowl commercial, since it did come out during SuperBowl season, one subtheme of comments was, “Shutterstock wins the SuperBowl with Fyre Festival Video.”
The theme of our winning campaign: It’s Not Stock. It’s Shutterstock.
Challenge
The creative tools and content at Shutterstock unlock potential, freeing creative people to realize their best ideas. However, our research showed that a mental-behavioral block was preventing most creative people from enjoying these benefits.
Desired Positive Behavior Change
From closed-rigid-creativity to open-nimble-creativity measured by increasing engagement, usage, and revenue-per-creative person on Shutterstock.
BetterHelp reached out to DiGo to change behavior and get more people into therapy.
The largest therapy brand in North America, BetterHelp’s commitment to address America’s behavioral and mental health crisis exceeds even their market share.
In fact, the problem was so big that taking market share wouldn’t solve it. Less than half of the people who need therapy actually get it. The only way to get many more people the better help they need is to change behavior on a massive scale.
Doing this started with a business analysis and identifying the behaviors that would drive impact and value. Many more people would need to try therapy through BetterHelp.
Through our 3M’s Behavior Change Marketing process, we discovered a key insight that unlocked motivation and inspired action:
People suffering from anxiety or depression also suffer from a lot of bad advice.
While much of the advice the target audience was enduring was well-meaning, it made a lie of the notion that non-professional care could address these painful conditions.
Challenge
Less than half the people who need therapy actually get it. BetterHelp is the largest therapy brand in North America. The way they grow their impact is to grow therapy. They asked DiGo to help them crack this challenge, so we did.
Desired Positive Behavior Change
From relying on the well-meaning but poor advice of non-professionals and white-knuckling it alone to getting better in therapy. This adds up to millions of more people taking advantage of professional psychotherapy.
From “This is your brain on drugs” to “To end addiction, start with connection.”
Over 25 years, we helped the Partnership evolve as the nation’s drug misuse and addition challenges evolved.
Partnership for a Drug-Free America was the largest single-issue public service advertising campaign. A later iteration, Partnership for Drug-Free Kids helped hundreds of thousands of families. Throughout this history, DiGo had a front-row seat for some of the most consequential behavior-change marketing experiments of the 21st Century.
In 2018, Partnership for Drug-Free Kids and CASA (the National Center on Addiction and Substance Abuse) merged, and we helped create a new strategy and lead the process of creating a new identity – the Partnership to End Addiction.
It was an identity with a “moon shot.” The bold mission to end addiction as a public scourge was embedded in the name, signaling an extraordinary level of commitment.
Challenge
After guiding the Partnership through the creation and launch of their new identity, we faced a mental health crisis in America together. Our job was to get their proven family-based solutions used by many more families.
Desired Positive Behavior Change
From fearfully disconnected to confidently connected, as measured by dramatic growth in the use of the Partnership’s digital and human-to-human services.
Positive Behavior Change Idea
Ending Addiction Starts With Connection.
Suddenly, a global pandemic was sucking up all the attention. Perhaps you’ve heard of it? But something was growing underneath. A mental health and addiction crisis. Families driven suddenly together began to notice things that had been hidden by normal life. In other homes, isolation accentuated problems or incubated new ones.
Naming another crisis wasn’t going to help. Where hope is invisible, denial is invincible.
The behavioral scientists and parent coaches at the Partnership knew a hopeful secret and we decided that our job was to get it out there.
We needed to speak directly about the relationship between young adults and the adults who love them.
Our message, “To end addiction, start with connection.”
We faced a novel set of production challenges that we decided to transform into blessings. Unable to shoot, we shifted our creative attention toward the emotive potential of animation.
Working with Bonfire, we create emotional stories of alienation and connection, accentuated by gorgeous music from The Lumineers.
The results exceeded all expectations. We made hundreds of thousands of connections. We helped the Partnership change behavior and save lives.
For well over a decade, we have been honing our approach to behavior-change marketing.
Then, in 2021, we came together and decided, going forward, Positive Behavior Change would be our everything.
Of course, being a creative agency, we wrote a statement.
And of course, it is a positive one. Read it here:
If Ever There Was a Time For
A Positive Statement,
This Is It.
After more than 25 years of doing well, we all came together and decided to do only good.
We agreed to be guided by a single mission – to help change the behaviors that change lives for the better.
People don’t always do what they know they should. Much of marketing makes it worse. In this industry, too often we have worked on things we did not believe in.
Not anymore. Not here. If we can help anyone eat better, breathe easier, live longer, sleep smarter, learn faster, love deeper, feel mentally healthier, emotionally stronger, or financially more well, then we believe the investment will have been worth it.
DiGo is a community of people with diverse talents all committed to being agents of positive change. We champion the brands that help people make better choices and form more empowering habits. When they succeed, better things happen for us all – individuals, organizations, and the world we all share.
Helping everyone reach their potential is how we intend to reach ours.
There has never been a more important time for a positive statement.
Many people may have tuned into this year’s Super Bowl to catch a glimpse of Jennifer Lopez and Shakira during the Halftime Show, but for the ad industry, tuning into the Super Bowl is like preparing for your own wedding, you just can’t miss it. We get ready every year to see what brands are capitalizing on, and which ones will come out on top.
This year we saw a few themes:
Celebrity Appearances
I mean, are we surprised? Celebrity spots have been a staple of super bowl commercials since the very beginning. Hyundai played on the infamous Boston accent to promote their Hyundai Sonota, in their “Smaht Pahk” spot that features a range of celebs such as John Krasinski, Rachel Dratch, Chris Evans and David “Big Papi” Ortiz. Doritos featured rapper Lil Nas X as he partakes in a hilarious dance-off with actor Sam Elliot to the rapper’s hit “Old Town Road”. Among the remaining range of celebrities were John Legend and Chrissy Tegan, Ellen DeGeneres, Portia de Rossi, Missy Elliot, Maisie Williams and Jimmy Fallon.
Emotional Connection
You can always expect there to be at least one tear jerker amongst these infamous commercials. Pulling on the heart strings of the international audience is what these brands do best. Google hit home with a sweet spot featuring a true story of an elderly man remembering his late wife with the help of Google Assistant. NFL deserves a quick shout out for their “Next 100” commercial, featuring aspiring kids with the hopes and dreams of being future game stars in the next 100 years of the NFL. Budweiser’s Typical American spot showcased Americans doing acts such as serving the country, backbreaking labor, and beating the odds at the highest sports levels, of course all while fueling themselves with a Budweiser. They end by taking a moment to say, the next time someone calls you “typical”, show them what typical can do.
Humor
This long-lived tactic was utilized by majority of the brands this year. A few that gave us some extra chuckles were first, the Rocket Mortgage spot featuring Jason Mamoa who gets real comfortable at home, taking off his “faux” layers of skin.. Let’s just say they successfully shocked all of America while trying to promote the convenience of their app through this ad. Groundhog day, featuring Bill Murray brought back the nostalgia by recreating the “Groundhog Day” movie, but this time with a twist. Murray jumps in a Jeep that was definitely not apart of the original movie, and we start watching a series of video clips of Murray and his new groundhog friend having a blast over the course of a few days. The purpose here is to show that even though Murray lives the same day over and over again, no day is truly the same in a Jeep Gladiator.
We could go on and on rambling about the Super Bowl spots but we’ll cut you a break this time! As the hype of the Super Bowl commercials starts to die down, we’ve already begun our count down till we get to be entertainment junkies again!
