You are on page 1of 10

DIGITAL

Curve 8900

[ CAPITALIZING

UPON GENERATION Y/X ENTREPRENEURIAL SPIRIT

]

HOME DEVICES APPS & MEDIA SOFTWARE SUPPORT WHERE TO BUY PROPEL YOUR DO LIFE

A BLACKBERRY FOR EVERY DOER
Roll Over To Discover The Latest Smartphones To Help Propel Your Do Life Storm

BLACKBERRY GLOBAL BRANDING CAMPAIGN [ WEBSITE AND SOCIAL MEDIA CONTENT CONCEPT ]
CONTEXT
Bold

Pearl 8200

“Life on BlackBerry/Connect to Everything You Love In Life” collage campaign idea won the $115M business to develop BlackBerry’s first global branding initiative and launch four new products, positioning the brand as a “life tool” vs. the historical business-tool user base. The objective was to broaden the appeal, grow the business worldwide and differentiate from iPhone and Android users .
STRATEGY

Capitalize upon GEN Y and younger GEN X entrepreneur spirit/trend and create an aspirational appeal.
CONCEPT

Stella McCartney / Designer Environment Activist

Chad Muska / Skateboarder Sneaker Designer/ DJ

Jake NIckell / Founder, CEO Threadless T-Shirts

Sam Mendes / Filmmaker

Use an eclectic group of aspirational, yet relatable DOERS (e.g., Stella McCartney Chad Muska, Jake Nickell, Sam Mendes, John Mayer, Madonna) to connect with and inspire all BlackBerry targets, via “Videograms from The Edge Of Doing” that documents their ventures and demonstrates how BlackBerry enables the DOER LIFE.

BlackBerry® presents

VIDEOGRAMS

FROM THE EDGE OF DOING

STELLA LAUNCHES ECO-FASHION TERRORISM CHAD SPINS AT JOHN MAYER’S ASPEN BIRTHDAY JAKE STARTS YOUR START UP SAM MAKES YOUR REVOLUTIONARY IDEA INTO A MOVIE SHORT

Life on BlackBerry®

[ OUTCOME ]

Curve achieved #1 position worldwide in the year campaign broke.

WEBSITE CHAD MUSKA, SKATEBOARDER / DESIGNER / DJ NEW SNEAKER DESIGN SOCIAL MEDIA VIDEOGRAMS

See TradItional Portfolio for complete campagin
GLOBAL CROSS-PLATFORMS: PRINT AND TV, WEBSITE, SOCIAL CONTENT (E.G., VIDEOGRAMS, DEVICE VIDEOS, DOER FACEBOOK POST, BANNER ADS, MUSIC ARTISTS TOUR SPONSORSHIPS, OUTDOOR, THEMATIC CUSTOM APPS RETAIL LAUNCH EVENTS, STORE ENVIRONMENTS/POS, DESIGN GUIDES, SALES COLLATERAL

C O P YC OCP O NC E P T CONT ENT C RCERAE TA IT VI E DIRECTION Y CONC E P T CONT ENT VE DIRECTION

Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION 4

DIGITAL

[

CONNECTING WITH JOHN MAYER FANS ON FACEBOOK

]

[ LIFE ON BLACKBERRY JOHN MAYER ‘08 TOUR

BLACKBERRY MUSIC SPONSORSHIP ACTIVATION SOCIAL CONTENT AND SWEEPSTAKES CONCEPT ]
CONTEXT John Mayer is an avid BlackBerry fan, as evidenced in numerous paparazzi photos, BlackBerry in hand. John fit the brand’s “Life On BlackBerry” GEN Y and younger GEN X “DOER” profile, designed to differentiate the brand from iPhone and Android platform users.

STRATEGY Sponsor John Mayer’s Summer 2008 Tour to connect with GEN Y/X target. Tap into their passion/interest in music and their highly-valued entrepreneurial spirit/trend. Provide a platform to illustrate how BlackBerry enables a DOER LIFE, via JM on-the-road tour posts, with both business (music/clothes line, etc. ) and personal social conversations.

LIFE ON BLACKBERRY TOUR, JM FACEBOOK POST SERIES LIFE ON BLACKBERRY TOUR , FACEBOOK SWEEPSTAKES TOUR PRINT AD

CROSS-PLATFORMS: PRINT AD, SOCIAL CONTENT (JM POSTS AND FACEBOOK PAGE), SWEEPSTAKES, BLACKBERRY VIP CONCERT SECTION AND CONCERT SIGNAGE

COP C O CNOCN E OO NN T TE ENNTT CY OPY CP E T P TCC

C AT T I I VV EE DDI R IR ON CR RE EA EE CC T ITOI N

Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS

4 CREATIVESALVATION

DIGITAL
 

[ DRAMATICALLY

CONVEYING BLACKBERRY FEATURES, BENEFITS AND APPS

]

BLACKBERRY GLOBAL BRANDING CAMPAIGN [ WEB VIDEO SERIES ]
CONTEXT Life on BlackBerry/Connect to Everything You Love In Life” collage campaign idea won the $115M business to develop BlackBerry’s first global branding initiative and launch four new products, positioning the brand as a “live tool” vs. the historical business-tool user base. The objective was to broaden the appeal, grow the business worldwide and differentiate from iPhone and Android users. STRATEGY

Instead of laundry listing device features, add emotional value, by visually conveying the humanity of connecting to the passions enabled by the device. VIEW sweissportfolio.com/482949/blackberry-web/

Touch everything you love in life.

BLACKBERRY STORM TOUCH PHONE WEB VIDEO (ONE ON A SERIES OF FOUR DEVICE VIDEOS)

C O CP O Y P YC O E E P PT T CCOO N T CN OC NC NT T E EN NT

C RR EEAAT TI V IV R CE TCI T C E ED D I RI E O INO N

Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION

DIGITAL
HAVE IT ALL WITHOUT THE

[

CAPTURING GEN Y/ HEARTS, MINDS AND EYEBALLS

]

NEW MERCEDES CLA [ SOCIAL MEDIA LAUNCH

CONTEST CONCEPT ]

CONTEXT

UNHOLY AGREEMENT
NEW MERCEDES CLA / PAID ROAD TRIP REPORTER GIG / STARRING ROLE.

STARRING WILLEM DAFOE / USHER / YOU

CROSSROADS OF DESIRE

SET YOUR SOUL FREE

MERCEDES AND NOKIA PRESENT

Launching Fall 2013, the CLA (under $30k) is built to connect with GEN Y, who perceive the brand as out of reach and out of touch with their life. Client wanted a social idea that pushes the fascinating edgy, contemporary and leverages the “Set Your Soul Free” Super Bowl teaser spot, to engage target, create awareness, an emotional connection, brand relevancy, interaction, consideration and, ultimately drive to Mercedes CLA website.
STRATEGY

AUDITION NOW FOR PAID ROAD TRIP REPORTER GIG AND YOU COULD WIN IT ALL

Emotionally connect by aligning with target’s lifestyle and passions via an “ Experiential Life” brand activation platform that taps into their desire for one-of-kind, lifetime experiences they can share with friends and family, bringing their social-media sharing life offline.

CONTEST

Submit video audition via Facebook page or YouTube Channel. Top 10 entries selected based on LIKES. Three road trip reporters chosen by judges win it all, including: car and dream road trip experience with 3 friends/family. The reporter posting pics/videos with most LIKES each week wins bonus check. Reporter with most total LIKES at end of promotion is edited into an extended version of existing “Set Your Soul Free” spot runs as content on brand website, Facebook page and YouTube channel.

YOUTUBE HOMEPAGE RICH MEDIA BANNER

CROSS PLATFORMS: TV SPOT, INTERACTIVE SOCIAL MEDIA CONTEST, PARTNERSHIP WITH NOKIA, YOUTUBE RICH-MEDIA LANDING PAGE AND CHANNEL, FACEBOOK PAGE, BANNER ADS ON TARGET-RELEVANT SITES OFFLINE “EXPERIENTIAL PLATFORM” ACTIVATION (DEALER MERCHANDISING MATERIALS, TRAFFIC-BUILDING EVENTS, PROMOTIONS, ETC.)

CC OO PP Y Y CCO T ON NC C E E P P T

CO ONNT TE E C ER AE TA I T I VDE I R D EI C R TE I C C NN TT CR VE OT NI O N

Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION 4

DIGITAL
1. 2.

[

GETTING EVERYONE TO FLIP, TOUCH, TWIST AND BUY INNOVATION

]

INTEL ULTRABOOK GLOBAL SHOPPER CAMPAIGN [ RETAILER DIGITAL & IN-STORE PATH-TO-PURCHASE ASSETS ]
CONTEXT

Agency won the business in Jan 2013 and charged with creating over 100 Phase #1 global retailer assets to launch late March. Complicating an already challenging task, agency was asked to develop a new campaign idea to replace the concept that won the business. (Intel Ultrabook isn’t a consumer product, per se, but a thinner, lighter and faster mobile device “form” made possible by a new generation of Intel core processors and the “form” is “licensed” to OEMS as a vehicle to compete in the growing tablet category where laptops and desktop sales are plunging and drive Intel processor sales.
STRATEGY

1. Animated banner series 2. Interactive product pages 3. Online pre-shopper recommendation tool

Leverage the “Out With The Old, In With The Ultrabook” advertising creative. with an energetic shopper campaign using simple, single CTA verbs that speak to key benefits/features, coupled with simple, playful, eye-popping visuals to establish competitive superiority.

[ SEE SHOPPER PORTFOLIO FOR FULL RANGE OF PATH-TO-PURCHASE ELEMENTS ]

CROSS-PLATFORMS: (GLOBAL ULTRABOOK) TV, PRINT, WEBSITE (GLOBAL RETAILER) BANNER WEBSITE PROMO PAGES, SHOPPER INTERACTIVE RECOMMENDATION TOOL, IN-STORE STORE ZONED MERCHANDISING MATERIALS

COPY

CONC E P T

CONT ENT

CREAT IVE DIRECTION

Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION 4 4

DIGITAL

[

CONNECTING WITH TEEN GUYS AT THEIR CORE GUYNESS

]

BALL PARK FRANKS BRAND ACTIVATION [ PROMOTIONAL ONLINE INSTANT-WIN GAME MICROSITE AND BANNER AD ]
CONTEXT

Hot dogs historically marketed to moms. Brand disrupted category by directly targeting largest consumer segment (teen guys). Charged with developing a program to engage target, reinforce new “Hunger Gets What Hunger Wants” advertising, create awareness, establish a cool factor, relevance, preference, capture data, start a 1 to 1 conversation, and turn guys into “sales associates” selling to their moms and friends.

STRATEGY Game Microsite

Create an umbrella program with a series of promotions tapping into guys “competitive” nature via “active” lifestyle interests and partner with teen-fav products to create a cool cache. In addition to game, program included Six Flags (“Hunger Wants to Ride the Five Challenge”) and Mountain Dew AST (Hunger for Challenge”) sponsorship. (See Promotion Portfolio to view full campaign).

[ OUTCOME ]
Teen guy participation over indexed; 80% downloadable coupon redeemed by moms. GAME MICROSITE

BANNER AD

[ See Promotion Portfolio to view full campaign ]

CROSS-PLATFORMS: PRINT AD, CONTEST, MICROSITE, BANNER ADS, FSI, ON-PACK CODE AND ANNOUNCEMENT, IN-STORE FLOOR GRAPHICS AND OTHER MERCHANDISING

COPY

CONC E P T

CONT ENT

CREAT IVE DIRECTION

Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION

DIGITAL

[ STRIKING FEAR IN CONSUMERS’ MINDS DURING POWER OUTAGE SEASON ]
CHAMBERLAIN GARAGE DOOR OPENER [ RICH-MEDIA BANNER CAMPAIGN ]
CONTEXT

...

Chamberlain needed an ongoing rich media campaign that could be adapted for multiple test markets with variable messaging and images - with first banner launching in only three weeks to capitalize upon spring storm increase in power outages, and brand-exclusive battery power backup.
STRATEGY

Create an umbrella creative platform based upon an original idea of “PowerFull” battery backup executed as a battery charging phonemic, and a consistent tone & manner/look & feel playing off horror/thriller movie trailers.
VIEW

http://megalomedia-inc.com/stusmith/wp-content/ uploads/stu/banners/chamberlain/weather/

3

BELOW THE FOLD EXPANDABLE WITH PRODUCT INFO, POWER OUTAGES BY REGION, AND TOP 10 HUMOROUS CAUSES, LINK TO WEBSITE.

. CROSS-PLATFORMS: FIVE VARIABLE RICH-MEDIA TEST BANNER ADS, CONTENT, RE-SCREENED WEBSITE LANDING PAGE, SEASONAL BIG BOX RETAILER MERCHANDISING MATERIALS

COPY

COPY

CONC E P T

CONC E P T

CONT ENT

CONT ENT

CREAT IVE DIRECTION
CREAT IVE DIRECTION

Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION 4

DIGITAL

[

LIFTING GARAGE ORGANIZATION/PRODUCTS OUT OF WORKBENCH MENTALITY

]

LIFTMASTER NEW BUSINESS LAUNCH [WEBSITE AND VIDEO CONTENT]
CONTEXT

Client wanted to leverage their #1 upscale garage door opener position and National dealer network to create a new revenue stream, in a category where big box, local and online retailers historically market to men and don’t cater to the more discerning needs of upscale homeowners or female decision makers.
STRATEGY

Tap into the female target desire for an organized garage and storage products that are as beautiful as their home, won’t embarrass them and where they don't have to do any of the confusing and, ultimately, frustrating work.
CREATIVE

Employ upscale fashionesque look & feel, tone & manner that speaks to the female mindset/sensibilities, and makes it clear it will be pain free, because Liftmaster does all the work and has state-of-the-art design software.

CROSS-PLATFORMS: TV, YOUTUBE CHANNEL, WEBSITE, BANNER ADS DEMO VIDEO RETAIL PARTNER: DESIGN APP, BROCHURE, EMAIL CAMPAIGN, DIRECT MAIL, SALES PRESENTATION .
CN OC NC EN NT C OC PO Y P YC O E E PP T T C COONNTT E C E ED D I RI E O INO N CR R EEAAT T I V IV R CE TCI T

Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION

DIGITAL
T! A E GO MCLUB FAN

[

CREATING A TOTAL MEAT LOVER’S BRAND EXPERIENCE

]

HILLSHIRE FARM LOYALTY PROMOTION [ GO MEAT! FAN CLUB ]
CONTEXT Client wanted a promotional program targeted against high meat-lovers indexing HH, leveraging Hillshire Farm’s distinct new “Go Meat” branding campaign, celebrating the love of meat and those who love it,. Objectives: increase HF heavy-user core Brand Fan purchase frequency and cross-product line purchases, convert heavy category users who occasionally purchase HF to brand fans. STRATEGY Create a total brand experience intersecting the target’s love of meat with their lifestyle interests (e.g., living, breathing, eating meat and associate with HF grilling, tailgating , entertaining for NFL games/ NASCAR races and RVing); incorporate tactics that engage, reward, , teach and entertain shoppers and provide a vehicle for retailer partnerships. CONCEPT Fans of everything meaty (mom and her family) will discover the meatiest place on the planet - the Go Meat! Fan Club. There’s never been anything like it! As a member, HF will hook her up with everything they’re hungry for - meat and more. The club will deliver meaty values, Incentives, and quirky (like the advertising) non-stop entertainment - all designed to bring ‘em back again and again.

[ OUTCOME ] Client approved the budget and authorized proceeding with detailed program and creative development.
CROSS-PLATFORMS: PRINT ADS, BANNER ADS ON FOODIE, ABC FAMILY, LIFETIME WEBSITES, FACEBOOK PAGE; EXCLUSIVE GO MEAT! FAN CLUB ONLINE CONTENT; WEEKLY/SEASONAL NATIONAL/RETAILER EMAIL BLAST; QUARTERLY ENROLLMENT SWEEPSTAKES WITH FREE PREMIUM

CO PP Y Y CCOON CO NC C E E P T

CO O NNT T E E CE R AE TA I TV IE V D EI R D EI C R TE I C C NN TT CR O TNI O N

Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION

DIGITAL

[

TURNING FLEDGING E-COMMERCE SITE INTO A FASHION CONTENT DESTINATION

]

DIVAMALL.TV RELAUNCH [ SITE RETOOL, BUSINESS MODEL RETHINK, SOCIAL MEDIA CONTENT ]
CONTEXT Launched Holiday 2011 by a small group of partners, via venture capital funding. Offers latest celebrity looks for a fraction of the cost, through a commission- based affinity and paid search model. Site experienced high bounce rate and generated few sales. Business partners needed to make serious site design and model strategic decisions, in advance of an upcoming meeting with investors for a 2nd round of funding. . STRATEGY Reposition from “Rock Your Look for Less” to “Shop Diva’s Closets -Up to 70% Off”; turn site into a fashion destination, by adding fashion content and video spokes model. Move to organic search model vs paid.

[OUTCOME] Received a 2nd round of funding .
VIEW divamall.tv

S
TWITTER CONTENT

CROSS-PLATFORMS: WEBSITE, SPOKESPERSON, YOUTUBE , FACEBOOK AND PINTREST PAGES, VIDEOS, YOUTUBE BANNER ADS, TWITTER CAMPAIGN, PR BAR EVENTS IN KEY MARKETS

C Y CO OP PY

CO ONNCCE EP P CN O TN ET NET N TC R E CA R TE IAV TE I D V IER E D CI T R IEOCNT I O N C TT CO

Contact: sweisshb4@gmail.com / 312.909.5346 / Chicago, IL

STEVENWEISS
CREATIVESALVATION 4