PROJECT NEWS - CATEGORY: TELEVISION
A small chain of take-and-bake pizza franchises in small town locations wanted to take back some of the buzz from the larger chains that were infringing on their customer base. We suggested some fun TV spots running on secondary stations with some additional buys on larger market stations. They had to say Italian, they had to say fun and they had to look like quality. So we thought, "Woody Allen with a little Fellini thrown in!" Perfetto! And the result? Sales increased exponentially on campaign launch with subsequent improvement in market share. You gotta problem with that?
TELEVISION: DES CONNALL ATTORNEYS
Say you're an attorney specializing in accident compensation and you want to expand your market share of the higher-end cases. And you don't want to do one of those cheesy standup testimonials. To appeal to this somewhat more sophisticated clientele, you might choose to use humor to draw people in and let them know you're not the stuffy (and expensive) sort, and you might even choose to use a monochromatic palette to stand out from the crowd. When the spots broke, the firm had to hire a new staff to handle all the calls, got some nice, sizable cases and (gosh!) even won some of them. These are the kind of results we live for.
The Oregon Lottery was reintroducing "scratch" games to the market and wanted a series of generic spots that could be tagged with new games as they were introduced. We suggested a scratch spokesman in an interview format who could talk with people about the various methods they use to scratch. Their tickets, that is. And you might say people developed an itch for the Lottery's new scratch campaign, resulting in the highest sales ever for a new game launch.
