You Above All
In a category where choice is defined by rational factors, the 'You Above All' campaign galvanized the JetBlue brand around a powerful insight people tolerate a level of treatment on planes that they wouldnt tolerate elsewhere. Despite 3.2% market share and being outspent by competitors, the campaign punctured the indifference of marginalized flyers and reminded them they deserve better, delivering 11% YOY revenue growth and increasing brand commitment by 17pp to 65% vs. a category average of 37%.
Brand: JetBlue Airways
Client: JetBlue Airways
Agency: MullenLowe U.S.
Pepsi + Empire
To reignite fan excitement around Pepsis legacy in music we developed an authentic, fiction-meets-reality partnership with Empire that went so deep into the plot storyline that the lines between brand and entertainment were completely blurred. We challenged traditional approaches to media, content, integration and music to create an inimitable Brand story filled with surprise reveals for Empire fans, making them question whether what they were experiencing was a part of the Show, or happening in real life. Ultimately, the partnership generated sales lifts, consumer excitement, and Brand impact for Pepsi.
Alcon's Howard and the Amazing Eye Exam
How do you make parents and retailers pay attention to your eye care brands when they are not part of the shopping list during Back-to-School season? By creating an activation born from an unacknowledged insight that your eyes are the most important learning tool; not your typical "school supplies." Alcon partnered with the nation's biggest Back-to-School destination, Walmart, to help parents set their and kids up for success by supporting their kids most powerful learning tool (their eyes). This program featured a charming eBook, and leveraged an experience-based, omni-channel approach to reach parents and kids and bring the importance of eye care into focus. To date, this program has delivered a 262% increase in sales vs the previous year, has led to a +3.5% increase in share, and more importantly shed light on the importance of eye care in setting kids up for academic success.
Agency: Leo Burnett/Arc
My Lawn. Your Yard's New Best Friend.
Lawn care can be an intimidating experience. Where to start, what products to buy, how much, and when to apply are all age old questions that have been barriers to purchase since the advent of the lawn generations ago. Scotts created the modern day solution with the My Lawn App, Your Yards New Best Friend. For the first time lawn care is personalized and mistake free. Through a partnership with The Home Depot the app was launched driving sales and reaching a new generation of customers.
Client: The Scotts Miracle-Gro Company