Growth Key: The category of online trading has no shortage of flash and swagger. But in the end, the proof is in the platform. This campaign has some fun with the category cliches and then draws the audience to the TradeStation Tour where they get a fuller understanding of why this platform is the most robust in the category.
To create some buzz for Double Cross Vodka, we turned their point-of-purchase into invitations to join Project Double Cross, a grass roots effort to turn the tables on life’s daily annoyances.
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.
Growth Key: Celebrate Intelligent Risk-Taking.
Quadrupled new accounts, lowered CPR, grew brand which eventually was sold to TD Ameritrade for over $600MM. (more…)