Case Studies
Insight Communications
Problem: How do you sell land line phone service, today? That's right, a 'home phone'.
Solution: Our 'Phone Jack' campaign for Insight Communications poked fun at the mobile phone. Based on the truth, it pointed out the shortcomings such as connection problems, battery issues and dependability. This demonstrated how a landline is still relevant and is a necessary, reliable backup.
Desired Result: Increase landline sales, through current Insight TV customers who do not currently have the service. (Media was owned by Insight, therefore the campaign was targeted to Insight TV subscribers)
Results: In it's first year the 'Phone Jack' campaign, sold 23.76% of their existing cable TV customers a landline by upgrading their service to a bundled packaged. It increased general awareness of Insight's bundled offerings, indirectly contributing to increased internet service purchases.
Hamilton Beach
Problem: How do you revitalize a 100-year old brand?
Solution: A simple idea like Hamilton Beach’s ‘Good Thinking,’ was bigger than just an advertising campaign. It became a company credo. It’s now internal language, “How much good thinking came out of this meeting?”
Desired Result: With sales and profit margins dropping, the brand needed to introduce new products while creating an overall brand image to drive awareness.
Results: Our 'Good Thinking' campaign gave Hamilton Beach a 55% increase* in unaided awareness among consumers in the market for appliances. (source Lewis Media). Everything the company does internally is based on 'Good Thinking' - for instance, they have training sessions on how to increase their ‘Good Thinking‘ with regard to their internal processes. The CEO told us, "In 100 years, no one has ever been able to sum up what we do in such a concise way."
Best Cheese
Problem: Americans don't eat cheese the way Europeans do. How can we encourage them to try our cheeses, and go beyond the American slice?
Solution: The Dairy Dial website for Best Cheese was a way to showcase the collection of Dutch cheeses that Best Cheese imports, while teaching American's how to enjoy each cheese. Not only was this a tool for consumers, but it also helped their sales team explain their cheese collection.The Dairy Dial idea lent itself to packaging, digital banners, promotions and even an industry recognized blog.
Desired Result: Increase distribution outlets and purchase orders. Increase awareness of the Best Cheese products.
Results: The ‘DairyDial.com’ website and banner campaign helped Best Cheese grow by 18.7% in the first year and establish the importer as the source for Dutch cheese products.
ACE Group
Problem: How can you position an insurance company, that doesn't like to be in the spotlight, as a leader in their industry?
Solution: The tagline and platform of ‘Insuring Progress’ has given ACE Group a distinctive, yet humble direction. Progress is what they stand for, what they help their clients achieve and what they insure everyday. This led to a highly successful worldwide print campaign featuring their employees.
Desired Result: Increased brand awareness among C-level executives and key decision makers. Also, to achieve an increased sense of financial stability and trust in the ACE brand in a time when some insurance companies are not looked at in a positive light.
Results: 'Insuring Progress’ for ACE Group gave them the foundation to become the 4th largest insurer in the world, despite a small communications budget (in comparison to their competitors.) Their worldwide employee campaign prompted more responses than any other advertising they had done previously.
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