How do you know if an insight has legs? It can lead to multiple campaign ideas. This year’s Better 6 campaign, with a wink and a smile, salutes those among us who sacrifice sleep to do extraordinary things. Click on the launch ad twice to enlarge.
How do you know if an insight has legs? It can lead to multiple campaign ideas. This year’s Better 6 campaign, with a wink and a smile, salutes those among us who sacrifice sleep to do extraordinary things. Click on the launch ad twice to enlarge.
Digital
I started in Interactive. Only back then, it was called “Direct Response.” The medium has changed, but the mechanics haven’t. Entice, convert, calculate cost-per-lead. What separates strong digital from weak?
Ideas that incite click-through and click-completion.
Levitra
Erectile Dysfunction isn’t just his issue. Turns out, it’s her issue, too. And she wants him back. So why not shift his guilt-ridden problem to her loving need? That insight (born out of interviews with urologists) won Levitra’s expanding Interactive business, made C-K the digital AOR, and the idea agency for the GSK/Schering Plough brand.
How do you turn a drug’s MOA (method of action) into a selling idea?
Three-for-Free sampling generates massive trial for Levitra.
“Get in the Game” retro, Atari-style Interactive games are unlocking a huge new database of men 50+.
Degree
Unilever was in search of a big brand platform for its men’s antiperspirant. Other brands owned the idea of taking physical risks. But not the idea of taking emotional risks—perfect for body-heat-activated Degree. “For Men Who Take Risks” won the pitch and changed the deo discussion. And so did the Super Bowl campaign that launched it.
