Breaking new ground with Cementos Argos’ helping Colombians living in the U.S. reach their dreams in a concrete way.
Los Cabos Tourism Board
A US government travel alert to Baja California Sur and a sudden increase in media coverage of rare local crime was endangering the prestige of Los Cabos. The concern was being carried quickly through social media. This translated into potential declining interest, and most importantly, occupancy rates.
We needed to address the issue in a way that was bold, yet avoided highlighting the concern and distracting from the reasons that make Los
Cabos a premier travel destination. The conversation needed to be redirected. We wanted to make the beauty, adventure, luxury and safety of Los Cabos irrefutable — by letting potential tourists see it with their own eyes and inspire them to share its wonder — in real time.
What happens when we overwhelm the conversation with the news that highlights the reason our target audiences should go to Cabo — right now? …
… Nothing is happening here. Except that people are loving Los Cabos. In this campaign currently in market, the news is the amazing experiences people are actually having — on the sea, on the golf course, in the restaurants, on the beach, in the spa. Tourists are the reporters and ignite social networks. Cameras are placed where inspiring moments are made so that people from the US can see what is really happening in #LosCabosToday.
Just prior to the campaign, editorials across the country shared the US travel warning, leading to what some outlets said was more than a 10% drop in occupancy rates. Three months after the announcement of a marketing campaign that includes our campaign theme, concepts and designs (still saturating their online channels) those same editorials declared tourists were again flocking to Los Cabos. #loscabostoday still receives over 100,000 organic impressions per day across Twitter, Instagram and Facebook with very limited media investment. See the screenshots of Google search results in our gallery below that include a sample of the articles mentioned above.
One example of many pieces of owned content with #loscabostoday branded template. From Twitter.View »
Introducing the MasterSous. Come along with us on this journey as we move from naming this innovative new appliance and creating the brand all the way through the Kickstarter campaign we are developing. The MasterSous Kickstarter campaign launches on October 4th. Visit www.MasterSous.com for more details. And follow them on Facebook for updates on this delicious journey.
Mastersous.com Landing Page
A pre-launch email acquisition campaign landing page to get people excited about the Kickstarter launch and develop a community from which to build buzz on day one.View »
Longform Kickstarter Video
An anthemic video used as the tent-pole piece of content before and during the Kickstarter launch, designed to tell the unique benefits of the product and connect emotionally to our target audience.View »
How do you take Trading Technologies, a premier futures trading company, known for its stellar technology platform and introduce its evolution — a dynamic SaaS application — and make it appealing to futures traders looking to get an edge in the market?
By boldly disrupting a category mired in the stodgy with a revolution — a fresh and compelling integrated campaign that was both hyper-targeted to reach an elusive audience and make them question how they currently do business. You look them straight in the eye, challenge their perceptions of what trading can be, and ask them go beyond, to “Don’t Just Trade. Conquer.”
They’ve quickly proven themselves, and I value their creative sensibility and experience. We’ve been able to cut to the chase and in less than three months launch this fully integrated campaign.
How do you help Fleetmatics, a Verizon company and premier global SaaS Fleet Tracking and Management Solution Platform, reach — and influence — their unique target of fleet owners in a way that puts them in the drivers seat?
By meeting prime prospects on their turf, where they talk truck —and a little trash — at Minor League Baseball (MiLB) ballparks. A niche opportunity with a potential big return.
Our strike zone — the co-sponsors of America’s top MiLB teams who over-index in the trucking/fleet management business. We rounded the bases with an integrated, humorous campaign “The Secret to Boosting Performance.” The minimal budget opened the door with MVP’s in the category and the season-ending stats were high.
:30 Video Spot
Created as part of Fleetmatics’ sponsorship with Minor League Baseball, this spot was used placed in digital channels (email, social, landing page, etc) to target other MiLB sponsors who could benefit from Fleetmatic’s transport logistics services.View »
How do you use marketing to raise awareness of one of the most prestigious hospital systems in the United States, among three very specific segments — Hispanic patients in the U.S., physicians in the U.S. and physicians in Latin American — and build trust/confidence in the Brand at the same time?
By showing — not just saying — that Northwestern respects and understands cultural differences that impact views on health care. Liquid Iron immediately identified the core differences and opportunities by conducting a deep and detailed national and local competitive/SWOT analysis — identifying the USPs and unique apertures for helping key distinct clinical programs achieve their goals against these hard-to-influence target segments. Then created highly-focused, positive and effective B2B and B2C in-language brand campaigns with relevant messaging and content.
The core communication: This is a healthcare system that welcomes, understands and cares.
How do you help WomenOnCall — a revolutionary nonprofit dedicated to connecting skills-based volunteers to nonprofits in need — build their brand and expand their reach?
By finding and intersecting both professional women looking to give back and nonprofits looking to move forward. Then educating and engaging them in the power of 10 the WomenOnCall way — with engagements of 10 hours or less.
Laser-targeted segments, small budget and big ask. Through an integrated campaign that communicates the mission and the message of WomenOnCall — and drives to the annual main event — we motivated significant numbers of key targets to get in and get involved. Proving the concept — and furthering the mission — that together nonprofits and WomenOnCall volunteers can impact a “World Of Change.”
Liquid Iron hit the streets of NYC and New Jersey attracting, engaging and educating Colombians on how to make life better. How? By participating in a special program that gave them the opportunity to designate some of the money they remit to their families in Colombia specifically to build or improve their homes. A complex proposition when money is currently sent to families with no guarantee or control if it will be used for building or home improvements.
Liquid Iron supported Cementos Argos — a leading multinational company in the cement and concrete industry in Latin America, Caribe and the United States — to execute an innovative, hispanic marketing program in collaboration with Western Union and Amazon.com. The goal was to register people in who send money from the U.S. to Colombia and want to ensure that money is used exclusively for the construction or remodeling of their homes or their families’ homes. In addition, Argos would give them points for each transaction to use on purchases through Amazon.com. A completely new idea, giving more control and more peace-of-mind.
This groundbreaking program, never done in the construction business before, meant that Liquid Iron had to be the ultimate ambassadors through over 150 activation events. We were not just catching their attention and handing out brochures, but also talking to people about reaching their dreams in a concrete way.
Le Cordon Bleu
How do you help the world’s most iconic professional culinary school serve up the first consumer offering in their long and storied history for home cooks and foodies?
By identifying the ripest targets and pulling together all the finest ingredients to plate the most irresistible offering. From mission to market in just 8 weeks time — we launched a new and innovative chapter in the history of Le Cordon Bleu … The Bleu Ribbon Kitchen.
By creating an all-digital, integrated campaign we cooked up the best way to reach our robust, yet elusive target. Every step of the journey we invited them to experience Le Cordon Bleu in a new way — giving them an “Experience to Savor” — and filling the school’s kitchens in every market.