Online advertising: Primary medium

 

The U.S. Army faces a constant struggle to achieve annual recruitment goals. Potential recruits describe current Army recruitment advertising as out of touch with their lives and irrelevant to their s ...

The Field Museum of Chicago is a respected institution. It’s also perceived as dusty and traditional, especially compared to other modern and exciting Chicago offerings. So, to get people to come see ...

The challenge was to break out of the functional constraints of the Gum category to build a brand recognized as a meaningful part of the lives of teens and regain their lost consumption. This integrat ...

When Missouri shut down a large portion of Interstate 64, St. Louis commuters faced major congestion and headaches. Metro, the operator of the public transportation system, saw an opportunity to posit ...

Nintendo DS faced a sales plateau if it didn’t broaden its loyal, but saturated base of hardcore gamers. It was clearly time to tap into a new but unlikely target - young women. However, their views o ...

The challenge: how to sell Sync, an in-car entertainment and communications system, to young Latinos and help Ford strengthen its position in the car and crossover segments. The objectives were to dri ...

The Detroit Zoo faced an incredible challenge: to secure new funding or close. The only solution was to seek approval of a new property tax from residents in three separate, somewhat adversarial count ...

Struggling to gain market share in the African-American segment, Verizon Wireless took a completely new approach to connect with this community, launching a gospel choir competition, “How Sweet the So ...

On Christmas day, 2007, a zoo visitor was mauled to death by a tiger. In the aftermath, media frenzy ensued, and attendance plummeted 66% from the previous year. The zoo rushed to fix the problem by b ...

With increasing competition from new outlets and stronger brand recognition for key competitors, Teleflora and its network of local retail florists faced declining sales. Mother’s Day, the single larg ...

Coke Zero needed to convince skeptical guys 18-to-34 that Coke Zero really does taste like Coke. The strategy was to develop an integrated campaign around the idea of taste similarity, relying on irre ...

Since fiscal 1998, Marine Corps Recruiting Command has met its annual recruiting goal every year while maintaining the highest enlistment standards and sustaining a commanding lead in the Tough Elite ...

In 2008, Procter & Gamble and its agency set out to relaunch Old Spice’s Hair & Body Wash. Research revealed that many guys were alienated by overcomplicated or overly feminine products on the ...

The three-hour drive between Seattle and Portland is awful. As bad as it is, most people would still rather drive than fly. To convince business travelers to give the Horizon Shuttle a shot, the drive ...

Selling pet adoption is never an easy task. Most shelters try to do it with altruistic pleas and clichéd images of pets in cages. Rather than focus on what people can do for pets, the conversatio ...

Facing a shrinking pool of customers due to economic and distribution challenges and strong competition from industry leaders Mercury and Yamaha, Evinrude needed to find a new, more meaningful point o ...

During the toughest recruiting environment in U.S. history, the goal was to bring Army service into young adults’ consideration by intercepting their passion for gaming through the media sponsorship o ...

By the end of 2007, Nikon’s market share in the point-and-shoot segment hit an all-time low. Nikon needed to engage young people to increase its share and compete with the consumer electronics giants. ...

In spring 2008, Electrolux, known for vacuum cleaners, introduced a new kitchen appliance line in North America, a cluttered category with brands such as LG, GE and Samsung. A multimedia campaign with ...

With rising pricing pressures on photographic prints, Kodak Gallery needed to increase the sales mix of higher margin merchandise. A community, “The Idea Center,” was born online at Kodak Gallery, enc ...

The U.S. Army's recruitment campaign has increased its investment in event programs. Because many events promote the spectacle they attend, such as NASCAR, rather than promoting the benefits of a care ...

The objective: to make Pizza Hut’s new, home-delivered Tuscani Pastas the biggest thing in the pizza category since pizza. In a world of super-convenient, inexpensive pasta options, that meant convinc ...

Unique and ownable travel promotions are rare. To break through the clutter, Orbitz needed to find a way to hold true to its positioning of innovation while generating consumer engagement and buzz. So ...

The 2008 Beijing Olympics were the most challenging in the 20 years of Visa’s partnership. Controversy surrounded the Games. Visa was under pressure following its recent IPO, and it was becoming incre ...

The assignment called for changing the perception of State Farm among Hispanics from “not in tune and too expensive” to one of “being there” to support them and save them money – the necessary first s ...

The aim of this campaign was to launch a hip-hop album that competes with the major label releases, using only a tiny, independent-label marketing budget. The objectives were to engage fans in the mar ...

By 2008, the Mini Cooper, while iconic and endearing, was becoming far less edgy, especially in cities where you might see 20 or more in a day. The launch of the Clubman model, a stretched-outversion ...

When JetBlue first launched, the airline challenged industry conventions. JetBlue brought humanity back to air travel, offering a great experience for low fare and created many fans. Seven years later ...

While the competition was heavily outspending Nike Bauer with ad campaigns that put pro players on pedestals, Nike Bauer instead built a movement for itself that began with a six-week immersion into t ...

In July, CNN debuted an unprecedented four hours of original primetime programming to report on what it means to be “Black in America.” The marketing objective was to build awareness of the documentar ...