A Sampling of Non-Traditional and Creative Media Campaigns

A Study of Creative Communication

By: Steve-OH-MG.Com

Campaign: Beneficiary

Challenge:Consumers don’t realize

proceeds from playing the lottery have a direct benefit

for the environment

Connection:Use the environment literally

to convey the message.

Campaign: Powerball

Challenge:Encourage more consistent Powerball play during non-peak periods (Sweetspot $60-$80 million) - Introduce new people to Powerball, Re-invigorate brand

Connection:Connect with “fun and surprise” of lottery play by creating a visceral

connection with consumers.

Online “Crush” unit

3D Board Downtown Mpls

“Crushed” Cars

“Crush” Car Mobile Truck

Challenge:Drive incremental sales of lottery tickets as gifts during the holiday

season.

Creative FoundationThe creative utilized a world-class

photographer to highlight larger than life surprised faces of winning ticket recipients. “We wanted the ads to be

large and visually arresting, as well as fun."

Connection:Shopping Occasion Strategy: Connect

messaging where consumers are shopping or in a shopping mindset.

Surprise and engage people by placing them in unexpected places leading in to

retailers.

Placement in Mpls/St. Paul skyway systems

Wild Postings and Projection Media during Holidazzle Parade

Campaign: Gopher 5

Challenge:Revitalize Gopher 5, a unique MN only game which has not actively

been marketed in many years.

Creative FoundationGopher teeth became the foundation

for the creative elements, visually showing people with their teeth and

results of their winnings.

Connection:Create buzz tactics to revitalize the game by integrating an audio thread

throughout all elements using the unique gopher audio

Gopher 5 “Gopherizer” Microsite

Newspaper ad and Polybag “Gopher teeth” insert

Halosonic “Talking” Audio Shelter

AM Transmitter “Talking” Billboard

Campaign: Grand Opening-Texas

Challenge:Overcome low brand awareness

– consumer perceptions that NT+E is for “contractors only”

Drive traffic during store opening and beyond

Connection:Use micro-targeted tactics and promotional messaging around

immediate radius of store.Make NT&E more approachable via

brand ambassadors and neighborhood door hangers

Client: Schell’s BreweryBrand Re-Launch

Challenge:Independent brewery Schell’s

was an also ran with distributors – it’s legacy had aged and it’s

iconic standing waned

Connection:Reconnect with consumers and

influence distribution by stimulating demand. “Own the Night” by targeting

nightlife hot spots using irreverent urban messaging creating an exclusive

underground concert series at area hipster dive bars.

Challenge:

Find a way to connect with young men conditioned by the dominant market leader, Beats

headphones that outspends Skullcandy 100-1.

Connection:

Connect “urban cool” with Skullcandy – create “visceral” connections. Cover unusual

visual urban outdoor settings to pique curiosity and youth appeal. Using the sports celebrities urban

appeal, saturate key distributor home markets. Engage audiences with non-traditional out-of-home,

sampling and experiential elements.

Campaign: Holiday 2013