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Your brand is trying to reach new demographics?
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A new Strategy
Our Brand Strategy Creds
Target + Soccer
The Challenge:
After 26 years in racing on the NASCAR and IndyCar circuits, Target made the decision to make Soccer its primary sponsorship partner. Our job was to convert all Target’s distinctive assets into a soccer system.
The Idea:
Soccer can be so much more to Target than just another sponsorship. Let’s make Soccer a platform through which Target can foster communities at every level: top-to-bottom, professional-to-grassroots and youth-to-pro.
The Execution
On August 1, 2017, we launched Target’s new partnership with Major League Soccer (MLS) with a takeover unlike anything soccer fans had ever seen with the ‘Target All-Star Game Rally’. The all-day event channeled Chicago street fairs and featured local Chicago food trucks, t-shirt customization and photo opps. The branding also showcased a partnership with local artist Cody Hudson, who designed a powerful identity that could be seen in all elements of the space.
The event featured constant programming on the Center Pitch, including multiple MLS All Stars, World Class Freestylers and Bullseye the Dog himself. As the final daytime touchpoint, the Homegrown Game (Rising Stars) was live streamed on-site to create a further connection back to the MLS.
As night fell on Chicago, the space transitioned into a spectacle unlike any other. Taking aim at moving Bullseye targets on an LED wall, guests stepped up to a penalty kick the everything on the line. With each shot, the iconic Tribune Tower reacted in real-time with hit or miss nimations that brought the crowd below to a frenzy, and served notice that Target was taking soccer to new heights (literally).
Getting AT&T to walk the walk in esports
The Challenge:
Esports is the fastest growing sport in the world. When a $3.5 billion industry is projecting growth to $10 billion in the next few years, it’s no surprise when every major brand wants to be a partner with it.
The challenge for brands is that this audience takes no prisoners. If your brand is not endemic to the esports space, you are an outsider. A big, corporate brand like AT&T must walk the walk if they want to get any traction.
The Idea:
Achievement Unlocked laid the foundations for a strong and ownable position for AT&T within esports. It gave everything AT&T did within this partnership a focus on the real-life motivations that drive modern gamers to strive for greatness underpinned with a fun and light-hearted tone.
The Execution
A 360 integrated plan that included co-partnerships with collaborators, streamers and distributors, a loyalty program, traditional media and live experiential came to life.
We created events like Unlocked Games: an open platform to inspire greater participation from women in gaming development. AT&T Power Plays, which was our very own awards system where gamers submitted their best gameplay clips for the chance to hear their C9 heroes watch and rate them live. And the AT&T Annihilator Cup where 20 Esports competitors would battle it out in a first of its kind live streamed Twitch tournament for a $300,000 prize.
Finding Wells Fargo’s role at Hudson Yards
The Challenge:
Around 2019, Wells Fargo was extremely keen to move the media narrative on from its fake accounts scandal.
They signed a deal with Hudson Yards to become their founding sponsor. Our challenge was to figure out how to use Hudson Yards as a platform to authentically demonstrate Wells Fargo’s ability to provide enhanced value to its customers, as well as demonstrate its commitment to the NYC community.
The Idea:
We landed on a positioning for Wells Fargo at Hudson Yards that we called: The Intersection. This crossroads device would enable us to create experiences and activities that would bring value to customers and simultaneously showcase Wells Fargo’s commitments.
The Execution
A year-long series of events that were entirely focused on helping Wells Fargo ride the positive wave of customer sentiment surrounding Hudson Yards was built out. Ranging from free Summer music festivals, to one-of-a-kind winter night experiences, with a focus on always having our brand in direct association.
Every piece of communications leveraged Wells Fargo’s iconic red, but also lent that distinctive asset to other shapes and graphics to make sure our brand became synonymous with all things Hudson Yards.
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