scott neumann creative samples
TRANSCRIPT
L. Scott NeumannCreative Director Integrated Marketing
2014
Creative philosophy
GREAT CREATIVECOMES FROMUNDERSTANDINGWHAT MOVES PEOPLE.
Creative process
THEN ASKING QUESTIONS
WHICH LEADS TO DISCOVERING INSIGHTSTHAT MANIFEST INTO BREAKTHROUGHSAND PIERCE THE HEART, INSPIRING ACTION
IT STARTS WITH LISTENING
WrigleyConcept creative designed to engage kids and dimensionalize Juicy Fruits long lasting flavor.
IntelConcept creative designed to engage and educate consumers on the new form factors created by Intel and the importance of the chip inside.
This execution focused on using the chip and the power it has to help release your inner creativity whether by painting or spending time with your family and friends.
Color coded identity system helped guide consumers through the process of selecting the right chip for their needs.
McDonald’sCreating a global movement.
Global Casting was the first of it’s kind global promotion inviting guests to share their passion with the world.
119 countries participated in submitting entries and celebrating the 25 stars selected to tell their story on McDonald’s packaging.
In-store merchandising, teaser packaging, print, online ad units, email blasts and word-of-mouth helped create awareness.
Program credited with giving McDonald’s the confidence to push into the digital space.
Nike This concept puts Nike in the center of it’s users lives by opening “Fitness Labs” where their customers work out.
Pop-up “Labs” serve as demo areas for new and existing products. Free fitness classes run by professional trainers offer participants the opportunity workout and improve their form while trying and giving feedback on the products they use.
Nike In-store posters, product hang tags, email blasts build awareness for the program.
Email and text blasts alert members when new devices and classes are scheduled and available.
KraftSnack Force 100 makes smart snacking rewarding!
With new packaging and growing interest in smart snacking, Nabisco wanted to show woman that they weren’t alone in battling the afternoon “hungries.”
Enter points from packs online. Create your persona and allocate points to the rewards that most suit you.
Email program kept members engaged by sending daily affirmations, and alerts with coupons at 3pm when cravings for snacks tend to be at their peak.
In office sampling started at 2:45 when attaché cases loaded with samples were left at the front desk.
Season PassEpisodic mobile trivia game app where contestants played against the clock and each other to collect points and win prizes.
New questions were delivered just before game time on Sunday, Mondays and Thursdays.
In app purchases gave tips, extra points and the ability to pass on tough questions.
T•MobileA simple yet effective activation that gave attendees at the Chicago “Green Festival” the opportunity to jump the line if they brought a phone to recycle at the event.
People who shard their info with us received an entry to win tickets to see the Crossroads Guitar Festival featuring Eric Clapton at Toyota Park.
Unbelievable response as attendees dropped perfectly good phones into the recycling bin just to jump the line.
Applebee’s RacingCreated identity and appearance materials for Applebee’s racing program.
JohnsonvilleYou can grab, gobble and go with this summer promotion at Wal-Mart.
On-pack game piece and in-store display with dealer loader let Wal-Mart shoppers know that there was more then the smell of BBQ in the air.
Customers enter the code from Johnsonville packs online for their chance to win great summertime activities like race tickets, 3 month supply of sausage and great outdoor grilling gear.
JohnsonvilleIt’s a Thrillin’, Chillin’ and Grillin’ summer with Tim George Jr and Johnsonville!
An end aisle cold vault, with recipe/coupon take one, thermo brat bag and on-pack game piece invite consumers to register online for their chance to win a limited edition Chevy Silverado pickup truck.
Super 8Use a simple tactic, wallet drop, to create excitement and drive awareness for Super 8 hotels.
Richard Petty, a legend in the sport of auto racing lends his name and likeness for his sponsor.
On race weekends in race markets wallets will be “dropped.” Those lucky fans who find one will get a Super 8 gift card, signed photo of Richard and real cash if they call the enclosed number to report finding the wallet.
Applebee’sEstablish Applebee’s as a late night destination through the introduction of a new vodka, GTV, and it’s association with Cash Money Records mogul, Brian Williams, a.k.a. Birdman.
Leveraged Birdman’s music connections to award guests concert tickets, backstage tours and music paraphernalia as well as wearables and Applebee’s gift cards.
Applebee’sExpand message and GTV appeal to the dinner day-part. Soften music and lifestyle imagery yet keep late night feel and reference.
Applebee’sEstablish Applebee’s as a late night destination through the introduction of a new vodka, GTV, and it’s association with Cash Money Records mogul, Brian Williams, a.k.a. Birdman.
Tap in to Birdman and CMR artists social sphere’s to invite followers to experience late night at Applebee’s.
Tweet out offers, hidden prize locations and Applebee’s gift cards. Offer meet ‘n greets in markets where store locations and concert venues intersect.
PlanetgadgetUse NASCAR, specifically its NASCR GREEN initiative to build awareness for Planetgagdet, an electronics recycling company that pays you for recycling phones, computers, TV’s, cameras, etc.
Trackside pop-up recycling center pays fans for electronics they drop off during race weekends.
Partner with Staples to be a much needed collection center.
Add more value by creating a loyalty program that offers recyclers points as an added incentive to recycle their electronics with Planetgagdet.
The North FaceIntroduce a new line of TNF gear to a jaded, younger audience by partnering with the preeminent winter sports property, the X Games.
Brought TNF to the mountain via eco powered tent complete with charging stations, meet and greets and product demos.
Used athlete endorsers to tweet clues where fans could get pro lessons and find the latest TNF gear free.
Extended the mountain to the store by letting customers borrow gear for green screen photos of themselves shredding the half pipe or tearing up the back country. Images were created and could be output as posters or sent to customers Facebook page.
Free music downloads were also given with each purchase.
Applebee’sTap into the crazy margarita growth by creating a proprietary Applebee’s Mix.
Engage Tim George Jr- chef, mixologist and race car driver- to whip up the perfect blend that we’ll call Applebee’s High, Wide & Handsome margarita.
We’ll surround the launch with drink offers, appetizer specials, giveawaysAnd special NASCAR viewing parties.
CD One Price CleanersDeveloped a new graphic look and feel for CD One Price Cleaners.
Expanded the color pallet beyond blue and used photography to create an emotional connection with customers.
CD One Price CleanersDeveloped a new graphic look and feel for CD One Price Cleaners.
Selected font, color pallet, logo design, pos templates and photo style.
Established look and feel was then extended to OOH, web, social and advertising.
CD One Price CleanersDeveloped local store marketing templates, maps, coupons.
CD One Price CleanersBroke new ground by creating new avenues for CD One to reach potential new customers.
Here I targeted office managers and sent them $5 value cards to give to employees as an enticement to visit CD One Price Cleaners.
CD One Price CleanersSimplified on-boarding materials and am in the process of creating a new “member” kit.
United HealthcareConcept leveraging NASCAR to help United Healthcare generate new leads from corporate sponsors and racing fans.
Rick Hendrick, a billion dollar business owner, was to be the B-2-B and B-2-C face of United Healthcare in getting out in front of Obamacare.
Corporate round table discussions with other NASCAR sponsors were designed to identify issues and soft sell UHC solutions.
A sweepstake offered interested consumers a chance to win seats in the owners suite to watch a race.
United HealthcareUse NASCAR as a lead generating program to attract racing fans while educating them on Obama Care.
In exchange for their email address fans were entered into a sweeps where they might win tickets to watch a race from the owners suite.
Names were passed along to UHC agents who followed up with info based on opt-in question answers.
At-track kiosks and bus shelters decked out to look like an owners suite helped build awareness for the program and entice fans to sign-up.
Taco BellA sequel Halloween promotion featuring six collectable eyeball straws.
Motorized, 3-dimensional display featuring actual straws was the center piece of in-store activation.
TimexBuilding on “it takes a licking and keeps on ticking” we created a program that let Giant fans select and vote for the top “lickings” of the game.
Text your vote at stadium or vote later online. Unscheduled rewards were given randomly to people who voted and or shared their information with us.
Tickets, signed gear and experiential prizes were included in the prize pool.
TimexRevitalize an aging brand by making it an integral part of athletic training.
We used an existing partnership with the NY Giants to give high school teams the opportunity to train in a world class facility with world class trainers as well as receive a training room make-over for their high school sponsored by Timex.
Participants could register online or in-store for a chance to win.
McDonald’sThe Dark Card brought a hip new vibe to late night at McDonald’s.
From a new kind of crew kid, to late night restaurant makeovers, to concerts in key markets, to a carbon fiber RFID card, we showed McD’s what could happen when the Playland closed and the big kids came out to play.
Cards, were tipped in to popular young adult magazines and on McDonald’s packaging. Street teams handed out cards at clubs and on the street as bars were closing.
Registered your card online to opt-in for late night entertainment and meal deals.
Le Meridien HotelAssociate program awarding cash via debit card to travel agents for booking rooms at Le Meridien.
This was the first program of it kind aimed at agents that delivered what they really wanted…cash!
McDonald’sGo Ronald, a voice activated computer program enabled kids to talk to their computers!
Designed for Happy Meal aged kids, this program allowed them to play games and access different functions on their computers using only their voice.
In-store merchandising built awareness for this program.
Frito-LayUse Tony Hawk to build excitement for the launch of a new product during the back-to-school time period.
Go Snacks were 3 dimensional crisps that were fun to eat and thanks to the new packaging easy to carry.
Tony was mom friendly, kid cool and an on-the-go role model making him a great choice to launch the product.
TV, FSI’s, self shippers, autograph cards for in-store appearances and 3D banners were used to help build excitement for the program.
JCPennyPop The Lock & Win!
We showed JCP how to combine cool teen brands and swipe card technology to drive traffic and win the competitive back-to-school/back-to-campus time period.
TV commercials helped drive awareness while FSI’s, magazine inserts, direct mail drops and in-store handouts delivered the plastic game cards. Branded lockers and other POP created in-store awareness while a centrally located display featured lockers with swipe card readers.
Non-prize winning cards awarded up to 30% in savings.
