Online advertising: Primary medium

 

The “Infiniti in black” campaign was the first African-American marketing effort by Infiniti. The campaign married five African-American visionary artists with Infiniti vehicles. The campaign worked t ...

After 13 years of ‘gotmilk?’ deprivation narratives, the long established campaign took a new turn, creating new news not only for the product that everybody thought they already knew all about. In 20 ...

Mundo Yaris is a world specifically designed for young, bi-cultural Latinos. A world built on their core values of nontraditionalism, multiculturalism, experimentalism and creativity. Not only could t ...

To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a ...

Rozerem – the first innovation in sleep medicines in nearly 35 years – launched in a highly competitive environment. The goal was to cut through the clutter –- seeding the idea in sleep sufferers' min ...

IKEA decided to take a stand against the ICFF to boost awareness & brand perception in NYC. Using guerilla installations of furnishings around the city like couches in bus shelters, we demonstrated ho ...

To combat an all-out assault from Reebok, Nike created the new Nike Bauer brand. Bauer, a long established hockey company was the first brand to share the Nike name and logo, but initially the new bra ...

Using the outdoor medium in a novel way, the St. Louis Cardinal/KTRS campaign created a deafening buzz. After 52 years of broadcasting games on KMOX, the objective of the campaign was to communicate t ...

Memory of Dr. Martin Luther King Jr., and the civil rights struggle in the U.S. has been fading. The goal was to revive a visceral connection to the civil rights era and engage people in the reason fo ...

As the housing market went from a boom to a transition market, Century 21 needed a campaign to break through the clutter, increase brand awareness measures over Re/Max, and boost the amount of traffic ...

The ring tone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the companies involved. So how do you pit a little-known ring tone compan ...

Into a fiercely-competitive ice cream category known for aggressive price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting – and into a freezer case flooded ...

Bridgestone Golf wasn’t going to beat the likes of Titleist or Nike with the conventional weapons of TV dollars and print ads; at best they would be outspent in that war 50 to 1. It was important to b ...

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

Military recruitment has arrived at its most competitive and challenging landscape since the instatement of the All-Volunteer Force in 1974. Compounding political, social, and economical variables hav ...

Ireland was facing declining visits while EU tourism was growing. Although Ireland historically had managed to attract more than its fair share of US tourists, the magic was fading. Ireland’s booming ...

The Tribeca Film Festival has quickly joined the list of world-renowned festivals. Through a focused advertising and identity program, Tribeca took on more established festivals like Sundance and Cann ...

Recent Pepsi volume declines stem from 13-24 year old 'Millennial' consumers, and capturing this segment was essential to restoring Pepsi's growth. Millennials were still drinking Pepsi, but less ofte ...

Hewlett-Packard faced a tough challenge when the printing market shifted to photo printing, leaving the brand with less relevance versus competitors. It took a dramatic shift in advertising - from spe ...

2005 presented a grave challenge to Kodak. It needed to drive revenue and update its brand image - but without the benefit of new products to effect the transition. This is the story of how, by levera ...

As 2005 dawned, Kodak's brand still sorely lacked the digital and innovation credentials it needed to compete in the new realities of the digital marketplace. By broadening its definition of itself an ...

In an attempt to rid their “parent brand imagery”, American Express launched their new “IN:NYC” credit card, aimed at young, single, affluent New Yorkers with a social, kinetic and fun lifestyle. Usi ...

The Bathroom Moments campaign has transformed Angel Soft from a by-stander to a true competitor in the TP wars. The challenge was daunting, as Charmin has dominated the category for over 20 years. The ...

The Bauer Player Made campaign set out to make hockey-crazy kids crazy about the sport's most enduring brand - Bauer - again. Through a hard-working, honest approach, the campaign, like the brand, foc ...

Gay rights has become a hot-button issue across the U.S. Against a backdrop of a contentious political climate that has separated America into red states and blue states, gay marriage has been a contr ...

This paper shows how a moment in time - the merger of the number two wireless brand Cingular with number three brand AT&T Wireless to create a new number one brand - was leveraged to shift perceptions ...

People who stay at hotels like Holiday Inn Express don't care about chocolate mints on their pillow. But they do care about well executed fundamentals - a clean room, good breakfast, and a decent show ...

In order to survive 2005 and return in 2006, the Full Frame Documentary Film Festival had to increase ticket sales 15%. To achieve this goal, the festival needed to broaden its appeal beyond the docum ...

The 2005 launch of Axe Shower Gel was the first expansion of the Axe brand outside the realm of antiperspirant/deodorants. The challenge was to support the shower gel product launch in a way that quic ...

In February 2005, Mountain Dew launched the 'Go' campaign to drive relevance of the brand with multicultural teens, as a majority of Dew volume losses were coming from urban markets. To do this, the c ...