TIAA-CREF, 360
Description
TIAA–CREF is the leading retirement provider for those working in the academic, research, medical and cultural fields. Our challenge was to continuously encourage participants to contribute or rollover money into their Individual Retirement Accounts.
Fields
Copywriting
Date
2012
Other Projects
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Oreo, Games, Facebook App
CHALLENGE:
The client wanted to create two online games for the new Triple Double Oreo. We needed to incorporate the Oreo Double Stuff Racing League comprised of Eli Manning, Shaquille O'Neal, Venus Williams and Apolo Ohno into the games.
SOLUTION:
“Triple Double Oreo Stacker,” challenged players to stack 5 layers of cookie in the correct order while avoiding falling objects. At any time, they could enter a sweepstakes for a chance to meet the athletes. “Hidden Stuff” challenged players to find objects in an athlete’s locker room. If you were successful, you could watch the athletes perform in wacky celebration videos.
This Facebook App invites Oreo lovers to share a variety of special times with their friends. Copywriting -
JC Penney, Facebook App
CHALLENGE:
Create a Facebook game app so shoppers could share their favorite Christmas choices from JC Penney's site with friends, and have a chance to receive a 10% discount on an item.
SOLUTION:
A shopper had two options: they could invite a friend to guess their choices, or they could guess their friend's choices. One right guess translated into 10% savings on that item.
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AOL, Social Media Site
AOL's - PATCH.COM
MY ROLE - I developed multi-media concepts and messaging that helped transform patch.com into a local community-based social media platform.
DESCRIPTION:
AOL’s Patch.com is a local news and information platform — a combination of staff-produced and community-contributed material. — operating in 850 local and hyper local news websites in the US.
CHALLENGE:
Increase community and social networking by redesigning the site to encourage more social networking between members, to turn Patch.com into an actual community hub.
SOLUTION:
The redesign focused around groups — both editor-curated groups like “Police and Fire” and “Getting Around” and member-created private groups for, say, a gardening blog, sharing new recipes, organizing field trips, a charity, a book club, Little League — putting more focus on user generated content, groups and community.
All of the businesses listed in Patch’s directory are groups as well — where local business owners can post content and customers can post reviews.
2012 Copywriting -
Oscar Mayer, Site
CHALLENGE:
Oscar Mayer is more than hot dogs and cold cuts; it’s about community and fun. The site needed to reflect that.
SOLUTION:
The site allows families to share videos that show them enjoying the food, disclose Wienermobile sightings, share recipes on the Facebook page, and get involved in a variety of contests and events. 2012 -
Jersey Boys, 360
CHALLENGE:
The musical Jersey Boys has been seen by more than twelve million people worldwide, grossed over one billion dollars and has one of the highest repeat performance records in Broadway history. We needed to collect data to learn about our audience. Yet nearly 90% of ticket sales came from third-party vendors charging a premium for data.
SOLUTION:
Capture data via an online destination so fans could relive the fun, share the magic with friends, receive free gifts, and enter a contest to win tickets to see the show anywhere in the world.
RESULTS:
More than 11,000 fans visited the JBVIPS.com website within the first 30 days after the launch. Nearly 80% of them completed a 17 question survey.
2012 Copywriting -
Hudson Hotel, Site
The designers of the incredible Hudson Hotel focused on creating large and dramatic public spaces. The design of the website needed to uphold the image of their creations, and the copy had to reflect the feel of this singular destination.
2012
Copywriting
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Microsoft, Site
CHALLENGE:
Microsoft wanted to create a careers website to recruit top techies. But they didn’t want it to feel stiff and boring.
SOLUTION:
We created a site that doesn’t have any actors pretending to be employees — just real testimonials from real people. Now interested applicants could find out what it’s really like to be a techie at Microsoft; what they’re excited about, what they’re working on. It’s the real deal.
Copywriting -
Jaguar, 360
We created this campaign based on the “The Seven Deadly Sins." Each sin highlights a different feature of the car.
RESULTS:
Within two months, the website received 17% more hits. The direct mail pieces offering rebates and other promotions all garnered over a 2% response rate.
2012 Copywriting -
Comcast, 360
CHALLENGE:
Comcast needed to hire hundreds of new employees for their sales force, telemarketing operations and technical field operations. Many of these potential candidates were considering jobs at financial or insurance firms.
SOLUTION:
We created a campaign conveying that Comcast — an entertainment network — was a more fun and inspiring place to work.
RESULTS:
12, 560 applicants applied for jobs through the Comcast website within the first three months following the campaign launch — responding to banner ads on job sites or by going directly to the company’s site. Applicants also responded via out-of-home media — billboards, and a commercial shown in movie theaters nationwide.
2012 Copywriting -
American Express, 360
CHALLENGE:
American Express needed college grads and MBAs to fill a variety of positions. They also needed people for their call centers.
SOLUTION:
We created a careers website for college grads and MBAs, and banners and a print campaign that focused on the importance and prestige of working at the call centers.
2012 Copywriting -
Xpressbet, Site
Believe it our not, there are actually hundreds of online horse wagering sites throughout the world. (And, yes; it’s legal.) However, many sites are uninspiring and are not user friendly. Xpressbet wanted to make their new site attractive to those who never bet online, and sophisticated enough to attract experienced players.
Copywriting
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Bishop's Lodge, Site
Since The Bishop’s Lodge Ranch Resort & Spa isn’t located in the heart of Santé Fe, New Mexico, we wanted to make sure that the website truly captured the spirit of the area.
2012
Copywriting
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Jumptap, Site
Jumptap Mobile Advertising Network reaches 107 million cell phone users in the US and 156 million worldwide. They wanted their new website to be simple to navigate — whether it was visited by an advertiser, or a website or app owner — large or small. It had to appeal to premium clients requiring large strategic campaigns with rich media solutions, and smaller clients looking for relevant cost-per-click ads that were easy to manage.
Copywriting -
Mercedes, Banners
To get attention for their Pre-Owned Vehicles, Rallye Mercedes Dealership in Roslyn, NY wanted provocative banners to link to their website.
2012 Copywriting -
Banana Republic, TV
To introduce Banana Republic Bedding, we produced this in-store video that ran on huge flat screens next to the products.
2012
Copywriting
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Ban Deodorant, TV
CHALLENGE:
Young males were a tough target for Ban deodorant to reach. Ban was up against the fun and exciting image Axe deodorant created.
SOLUTION:
We went for a more direct approach demonstrating what these guys had to lose if they didn't use Ban. 2012 Copywriting -
US Postal Service, TV
To introduce a fun stamp to the public, we reached back to a classic film genre.
2012
Copywriting
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Victoria's Secret, Print
CHALLENGE:
Come up with a way to increase catalogue orders.
SOLUTION:
We created a poster campaign that told stories we felt consumers would enjoy. The posters were rolled up in tubes and given away.
RESULTS:
Of course, Victoria’s Secret was already getting plenty of orders through their catalogue. However, they did see a 1% spike in orders during this promotion. 2012 Copywriting -
Lufthansa, Print
Lufthansa’s campaign is heavily focused on individual customer service. It aims to emphasize core brand values such as quality, innovation and strong industry leadership to attract more business and more frequent flyers.
2012
Copywriting
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Big Picture, Print
CHALLENGE:
Big Picture Films needed to get ad agency creatives more interested in their directors.
SOLUTION:
While the directors at Big Picture Films were good, none of them had shot a famous commercial. In order to get the attention of the advertising community, our strategy was to make fun of the typical, egomaniacal director. 2012 Copywriting -
HSBC, Print
This HSBC home equity loan campaign was originally a poster campaign used in banks across the country. Because of its draw, it was later turned into a print and out-of-home campaign as well.
2012
Copywriting
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Maxfli, Print, Guerrilla
We positioned Maxfli golf balls to the huge novice market. We wanted them to know that we’re the company that understands what they go through every time they play.
2012
Copywriting
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Madden, Print, Guerrilla
To introduce his line of men’s shoes to New York City, Steve Madden wanted a campaign that his audience of young and free-spirited men could relate to.
2012
Copywriting
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Software, Guerilla
CHALLENGE:
The client had little money. We needed to find a unique way to launch this product.
SOLUTION:
The box cover was printed on trash bags and offered free of charge to Barnes & Noble, Bed, Bath & Beyond, Staples and other major stores throughout Manhattan. For months to come, our filled trash bags we’re lined up along city streets before pick up — instantly advertising the brand to thousands of pedestrians. 2012 Copywriting -
Sony Credit Card, DM
CHALLENGE:
CitiBank and Sony forged an alliance to offer a co-branded credit card that enabled consumers to earn points toward the purchase of a broad array of Sony merchandise and entertainment.
SOLUTION:
We created a concept that expressed the fun aspect of adding a Sony Card to your wallet.
RESULTS:
The card was launched nationwide through this direct mail piece and garnered a 4.2% response. 2012 Copywriting -
Nextel, DM
CHALLENGE:
Nextel wanted to create a mail piece that would remind parents just how important it is to stay in touch with their kids.
SOLUTION:
We based our idea around the fact that parents want their kids to be responsible in order to get something they really want.
2012 Copywriting -
Chase, DM
CHALLENGE:
Retirement planning takes a lot of, well, planning. The problem is, most people feel too pressured to think about it.
SOLUTION:
What better way to make potential customers feel at ease than to let them know we're aware of what’s on their mind. 2012 Copywriting -
Columbia House, DM
CHALLENGE:
DVD Club members were leaving in droves. So Columbia House made some big changes to get them back — lower prices, a larger selection and fewer requirements. They wanted the right mail piece to convey their message.
SOLUTION:
This mail piece took a direct approach and garnered an incredible 38.6% response rate. (Yes, really.) 2012 Copywriting