This was a massive multi-channel product program for NBC Universal to deliver TV on-demand across Apple TV, Roku, Android phones, tablets and TVs and Apple phones and tablets. We created a common set of features all of the different platforms share as a foundation for the experience, driven by an uncompromising vision of removing all barriers to long-form content consumption.
The result: Content-driven TV Network products that immerse the consumer in a frictionless digital ecosystem that enable long-form watching whenever and wherever they choose their favorite shows.
La Prairie needed to start a conversation with its’ customers. For 30 years it had successfully launched skincare innovation after skincare innovation. Like many CPG companies, with every new product launch they would see a sales lift and then a valley as they became silent again.
Enter La Prairie Rare. A content strategy for a global luxury skincare brand realized through a branded hub on laprairie.com, a robust social media program and eCRM. La Prairie Rare is an engaging content platform that lives within laprairie.com and is promoted via e-communication and social media. It has its own rich editorial identity and encompasses la prairie’s core brand content categories.
For the inaugural launch we went to Nice France to capture the essence of luxury, spa and refined living.
When Marc Jacobs Fragrances hired us to launch the new fragrance Honey, we knew we had to make a big impact with his young, tech-savvy fans. Our solution? A geo-social campaign that felt fresh, but still leveraged existing behavior. By snapping a pic, tagging the location, and sharing it on Instagram & Twitter, girls were invited to share their favorite “Honey-spots”—places that boosted their mood and brightened their day. To set the right tone, we seeded #MJHONEYSPOTS around the globe—from Marc Jacobs’ personal favorites to retails stores where fans could buy the fragrance.
Clarins came looking for a new vision for the digital experience. Our vision was to see the digital experience as an expansive ecosystem that centered around the consumer, not just a website. We painted a picture that included a personalized mobile experience, omnichannel integration to store beauty advisors, in-store magic mirror displays, product innovations to deepen the relationship and of course a beautiful, content-rich website that tied the entire customer experience together.
The Dodge Sport Racing Technology or SRT line of cars are the very definition of classic American muscle machines. The clients came looking for a new hub to house their marquis performance line and connect them to their passionate audience of fossil fuel, streamlined sheet metal fanatics.
We came up with a vision of a socially integrated ecosystem centered around the digital hub and the #SRTNation hashtag. Our approach was based on an ecosystem that listened to and amplified the enthusiasm of the Dodge SRT cars biggest fans to gave them a soapbox to share their passion and knowledge. While also giving the novice a way to learn more about the machines and insider knowledge to take them over the finish line to buy the car of their dreams.
National Geographic has been a staple of American culture for over 100 years. The National Geographic TV Channel has become a barometer of American consciousness and through the distribution of it’s content, a premier social TV brand. Our vision was to create a responsive digital web experience for the producers to blend community interaction, Nat Geo’s premier programming and social engagement seamlessly with a suite of flexible templates as robust as the Nat Geo channel itself. Our templates were the basis for both the National Geographic Channel and Nat Geo WILD
Michael Kors came to us to help them imagine integrating a rich digital experience into their new Macy’s accessories boutique. This included floor-to-ceiling LED screens, floating touchscreens and seamlessly integrated iPads into one holistic experience to enhance the customer’s experience in the store. Here are a few of our best ideas.
For La Prairie’s first-ever global product launch we conceived and executed a digital campaign to support their latest innovation – The Swiss Ice Crystal Collection. Released in 21 markets and 18 languages this new campaign encompassed 4 stylized social films to create buzz and anticipation for the new collection; a quest to the top of the Swiss Alps where time stands still and 3 natural phenomena hold the secrets to timeless beauty.
We supported the campaign across social, email, online ads including rich media and video executions, a rich HTML 5 campaign experience with embedded background video, and on-site promotional placements.
This campaign garnered online ad click-through rates 3X the industry average, a 176% growth in Facebook fans and is associated with a whopping 28% increase in new product sales.
We partnered with Comedy Central to envision a new digital platform for the Brand. The first-ever suite of Comedy Central network brand mobile apps and a new responsive website focused on delivering an equal dose of the irreverent Comedy Central brand with content from the outrageous shows fans love. We recognized the millennial male audience video consumption habits are as varied as their favorites shows so we created a seamless experience for them to watch full episodes and dive into exclusive content wherever and whenever they need their fix.
This engagement demanded we dive deep into every aspect of the user experience. This meant exploring complex motion-tests, rich interactive modules and thinking through every aspect of a rich and flexible brand and content management system designed to keep the experience as fresh as the Comedy Central shows.
iOS: Smartphone and Tablet Apps
Android: Smartphone and Tablet Apps
Web: Responsive Web Site
Our team transformed the digital and mobile spaces for the rebranded MSG sports network website to target the “Sports Sophisticate” — an elite, discerning breed of fans as passionate about New York as they are about their teams.
The site leverages the latest digital innovations to excite, engage and socially connect fans like never before. By giving them the ultimate place to cheer, argue, share, learn, like, socialize and celebrate, we deepen their relationship with MSG and NY sports.
A fully-adaptive, mobile-enabled Global House website — all of the existing fragrances together with everything you need to know to buy, everywhere in the world Marc Jacobs Fragrances are sold. The new site presentation layer was built using the latest HTML 5 and java-script, supports multiple languages, and new product innovations can easily be launched within the new site using a single, centralized CMS.
A brand-new way to discover beauty that’s never been more entertaining, an eye-catching, irresistibly immersive iPad app brings a fresh shopping experience to Beauty.com’s fast-growing audience of beauty lovers. Users discover and explore products, exclusive tips and picks from industry trend-setters and behind-the-scenes content from Fashion Week — all made more playful and inviting with groundbreaking new iOS 6 capabilities.
For the Air National Guard’s brand new recruitment website, we created a rich, immersive, video-game-like storytelling experience that allows potential recruits to dive straight into the action. Based on extensive interviews, surveys and user testing, we gained a deep understanding of what potential recruits want and need to help them make the life-changing decision to join. The new site gives potential recruits a true understanding of what the Air Guard does — and a thrilling way to picture themselves as part of it.
This project’s core objective was to drive tune-in to the show. It contained a homepage takeover on VS.com the day of the show with a custom homepage design and video content, a micro-site, and a social media widget. We created a dynamic content hub for a 28 video series to create buzz before the show, and over a 100 photos from the event that was shot 2 weeks before it aired.
All of the content was shareable on social networks, and users could take the widget to their blogs and social network profiles to keep up-to-date with the latest videos, photos and PR news associated with the event. This initiative won a Webby for the People's Voice Award in Fashion.
La Prairie having launched a global ecommerce platform was in need of a global eCRM program to engage their customer base and drive demand. We created 3 email campaigns to move customers through the CRM lifecycle.
The Essentials campaign introduced customers to the La Prairie collections and their 3 primary products of a luxury skincare regimen. The Perfect Partners campaign was a dynamic CRM program which identifies the 1 product purchased by the customer within the Essentials of the collection and promote the 2 other products needed to complete the basic collection regimen. The Replenishment program was another dynamic CRM campaign that engages the customer, as their supply is just about to run out, and encourages them to repurchase with an incentive gift-with-purchase
Victoria’s Secret was looking to support the one of their biggest bra launches of the year and they wanted to use the web to extend the campaign. As much the art of presentation and persuasion as creating an engaging experience online. To support the launch we created a microsite containing an interview with Heidi Klum, a 3D bra demo, and a light-hearted interactive video quiz where the fortuneteller Heidi would answer the intriguing question: “Is he the perfect one?”.
This initiative was created for the holiday ’09 campaign: One Gift, a Thousand Fantasies. We supported this with a wide array of rich media and standard ad units driving to rich-media web and mobile-web experiences. The destinations existed on the web, Facebook, and mobile. The content was divided into 3 sections where the user could learn about marquis products for the season, play with a fun interactive quiz to learn which Fantasy they were, and find hot gift items based on their personality. The most innovative element of the experience was a mobile component where she could create a gift list from the rich-media web site and share it with mobile devices via a mobile site re-direct. Her partner could take the list with him on his mobile phone when he was in-store.
This assignment the LG steam washer in Europe. BBH the above-the-line agency, came up with the insight the unique selling point was steam. They envisioned a magical world of steam where the consumer's life was washed clean. We produced a 1:30 sec short-film, an interactive 3D guided tour of the machine with a drive to local retailers to buy the machine.
LG approached us to develop some brand ideas for their global re-branding initiative. Over a couple of months we presented an array of brand platform ideas and integrated digital concepts. Here are a few highlights from the experience.
We pitched and won LG’s digital AOR business. As part of the presentation we created a site prototype to inspire LG as to what they could be in the future. Our inspiration were of course the beautifully designed products of LG. Our insight was consumers were influenced more by 3rd party reviews then by brands product presentation, so we envisioned a hub that would aggregate all of this ephemera so that consumers would be influenced by not only LG’s point-of-view, but the larger community’s as well.
A Canadian launch of Nike's Winter Running apparel and footwear. This project included an experience based on choose-you-own-adventure style interactive journey through Canada's harsh winter running conditions. The user could learn about the entire product line-up via rolling over hotspots of leading Canadian distance-runners and seeing photography shot in R/GA's digital studio. The entire project from concept to completion was executed in under 4 weeks, which included a series of photo-shoots in the mountains of Alberta, and Vancouver.
Sharp re-launched their AQUOS TV brand web presence online with a global digital campaign & web site in 17 countries, 11 languages, and 7 character sets. The site included a robust product presentation, celebrity testimonials, and branded components. A series of branded content video documentaries were also created to profile visionaries Peter Smith and Michel Gondry, with interactive modules and mini-documentaries to celebrate the shared vision of Sharp, and innovators in science in the service of creativity.
Nokia was launching a new music service to compete with the Apple iTunes store in Europe, and we were given the opportunity to create a brand awareness campaign to support it. They decided to launch a print and web campaign to target the younger influencer demographic. Stylized photos from their archive and witty one-liners were used to let them know: Nokia Music has arrived.
Heineken was looking for a brand platform to appeal to a new generation of beer drinkers. Our consumer insight was the guys around the age of 24 years were at the stage in their lives where they were defining themselves and their primary social currency was being in the “know”. We pitched the Heineken “Groundbreaking” platform. We wanted to make Heineken the catalyst for this generation’s cultural identity, therefore becoming an integral part of it. Heineken would own being ahead of the curve and being the place where this generation would go to be a part of culture just before it hits mainstream.
Purina was really looking to impress with the new re-branding campaign. Research indicated that the fanatical owners of the cats fed Fancy Feast had a highly personal relationship with their cats. Our Interaction team created an architecture closely aligned to this relationship: Anticipation/Feast/Satisfaction then we created a series of TV commercial quality interactive stories to demonstrate the brand’s unique understanding of this special bond between owner and feline
L’Oreal was looking for a new slant on an ad campaign for their Vive Pro line of products. We created a stylish and rich experience inspired by salon quality products in the fashion industry we created an experience that incorporated a documentary of content from the TV shoot and a website experience where we proscribed straight lines.