JANE KRAMER, CREATIVE DIRECTOR
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IT'S TIME FOR ELLIMAN
Advertising in the real estate space is sterile -- showing perfectly staged empty rooms that have no stories. To stand out from all the competitive clutter and using proven strategies for selling, we knew that attaching stories that resonate emotionally to our luxury properties would give us the extra edge in closing the deal. Campaign Overview Video
It's Time For Elliman explores and illustrates the human experiences and emotions we all share when buying or selling a home. The campaign captures four “life moments” in the buying/selling cycle through various media including print/digital advertising, OOH, Taxi/Bus tops, Bus Wraps and, for the first time in company history, broadcast television.
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Also designed to celebrate diversity in America, ITFE underscored how the company’s 7,000+ highly-trained sales agents in 119 offices coast to coast help navigate clients through challenging markets.
A targeted print media plan in high-end publications such as Architectural Digest, Condé Nast Traveler, Variety and The Hollywood Reporter as well as a broadcast plan including CNN, Bravo, Bloomberg and HGTV, this campaign reached over three-quarters of a billion people and had a direct effect on awareness, agent recruitment and sales.
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No matter what stage of life you may be in It’s Time For Elliman.
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PAID BY ADP
Many potential customers mistakenly considered ADP too large to service their needs. This campaign had a dual purpose of repositioning their brand and heightening awareness about their Small Business Services. While traditional messaging in this category focused almost exclusively on product features our creative solution was based on the insight that people work in order to do what they love and their paychecks make that possible. By featuring real customers pursuing their passions outside of work, we painted ADP as more than a provider of paychecks, but a provider of freedom — a consistent value proposition that resonated with small business owners and salespeople alike. Additional Components not shown: sales kits, additional marketing collateral and posters. This campaign not only increased sales it was very successful in the creative competition circuit winning numerous awards including:
Graphis Advertising Annual
Applied Arts Advertising Annual
Communication Arts Exhibit
Creativity
Business Marketing Association - Milwaukee BEST OF SHOW
Business Marketing Association - Chicago GOLD TOWER
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SPEED QUEEN
Speed Queen is the world's largest commercial laundry company. Made in the USA since 1908, Speed Queen outperforms any machine on the market. However, over time the company took that for granted and didn't support the field with the right efforts. We leveraged that experience and quality and re-energized the brand — backed by the foundation of legacy and experience and led by innovation and progress — to re-state the fact that Speed Queen is the premium brand and the only choice. An integrated campaign featuring brand advertising mixed with feature/benefit "selling" we reminded current customers of the quality and value they have and introduced to new customers how Speed Queen products are the most profitable to own. Additional components not shown: email blasts, online ads and trade show graphics. Awards include:
Creativity Interactive Annual
Creativity International
Business Marketing Association - Milwaukee Bell Award
Business Marketing Association - Chicago GOLD TOWER
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HONOR THE GAME
This brand campaign positioned Club Car as an organization supporting the industry as opposed to simply manufacturing golf cars. This platform reduced competitors’ abilities to use product parity and price as their key selling strategies. Market share increased 2% to a record 47% and Club Car inclusion in the consideration set rose to an all time high of 59% - compared to the next closest competitor at 44%. In addition, it was cited by the President of the PGA of America as a “leading example of how the industry can overcome the challenging market conditions that exist in the U.S. golf market, by promoting and growing the game.” Additional Components not shown: email marketing, online ads and trade show graphics. Awards include:
Applied Arts
Creativity
Business Marketing Association - Milwaukee BEST OF SHOW
Business Marketing Association - Chicago GOLD TOWER