INTRODUCING A NEW KITCHEN APPLIANCE

We helped one of our clients introduce a novel kitchen appliance using a series of humorous TV spots, running during the holiday season, in 33 key U.S. markets.

Units sold in markets where the TV advertising ran, versus markets that had no TV exposure, showed an increase ranging from 150% to 220%.

To support product sales in both television and non-television markets, we created a playful microsite in which visitors could simulate using the product. The site was initially launched through the trade media, and quickly received attention from literally hundreds of gadget sites. Soon blogs and Internet chat rooms were talking about it, creating a viral motion both domestically and internationally.

Prior to launch, the terms most relevant to this appliance were non-existent on search engines like Google and Yahoo. Yet, very shortly after launch, there were about 200,000 entries showing up on Google searches using the relevant words.

REBRANDING AN OLD PRODUCT

A packaged goods client came to us with the challenge of revitalizing a regional brand that had been on the shelf for many years. A well-known national brand was the market leader and our client's brand was a distant second.

Through market research and creativity we developed a new brand positioning and launched a television campaign to communicate the new message.

The result was a dramatic jump in brand awareness, favorability ratings, and most importantly — market share. Soon our client's brand surpassed the national brand as market leader. Here are some key numbers:

• After 3 years, market share was up 37.6 percentage points.
• 54% of the audience rated our client's product as their favorite brand. The previous market leader dropped to 8% favorability.
• 57% of tracking study respondents recalled (unaided) seeing our client's brand advertising and 78% said they liked the ads. During the same period, recall of the national brand's advertising dropped to 27%, even though they had continued to advertise.