By telling memorable stories that compel and persuade, we develop
creative with purpose that sparks conversation and drives action.
Hyatt was looking to increase the number of first-time guests at its Hyatt Place properties. This presented a unique challenge because frequent travelers often stay at the same hotel trip after trip. Although research indicates most guests aren't entirely satisfied with their hotel experiences, that dissatisfaction is rarely enough to overcome the inertia that routines tend to create. And it's that mental paralysis that prohibits people from exploring new experiences and trying new alternatives.
To combat this apathy and drive new reservations, members of a partnering credit card company who stayed at a competing hotel in the last 12 months were awarded a free night at one of over 160 Hyatt Place hotels nationwide. Card members received a dimensional, interactive self-mailer that included a detachable hotel keycard to be retained and redeemed for a free night. Traditional and mobile landing pages (accessed using a QR Code) allowed customers to find additional information and sign up for email reminders based on future travel plans. The mobile landing page also had a click-to-call function making it easy to redeem the free night.
This campaign doubled the number of first-time guests when compared to previous efforts, with more than 50% of all responders scanning the QR Code for additional information or offer redemption.
Hyatt
Customers often view telecommunication services as a commodity; those that hold little differentiation other than low introductory rates. This mindset can negatively affect customer loyalty and drive significant churn rates. AT&T U-verse needed a way to reach 3.8 million existing customers on a personal level to develop a relationship that would reduce churn and ultimately create brand advocates.
To identify and personally connect with high-value customers, advanced analytics and statistical modeling were applied to track those who were likely to upgrade and/or cancel their service. These advanced analytics enabled more effective targeting by way of coordinating a series of communications. These tactics reinforced customer purchase decisions and the perks of being a U-verse member. An integrated campaign of traditional direct mail, email and interactive video was created for the stream, including the use of QR codes and personalized URLs to help deliver a richer customer experience.
The program went well above its forecast with a churn reduction rate that equated to significant money saved. In terms of revenue, the program greatly contributed to doubling the average revenue per user (ARPU) commitment in 2011.
AT&T U-verse
Life insurance is a sound financial tool that few people think about and even fewer talk about - and that's during the good times. In a weak economy, future financial plans are given little thought. Gerber Life Insurance needed a way to educate and attract new policyholders during one of the most difficult financial times in recent history.
It doesn't take research to understand that new parents want the best for their child. However, research did uncover several key barriers that parents have when thinking about their child's college education. With this in mind, DRTV spots were created as part of a larger, more extensive online video library to address those obstacles. Directly speaking to the issue of procrastination, the videos answered parent concerns in a way that leveraged the emotional benefits of planning for college.
The videos received very positive feedback as judged by in-market performance as well as focus group response. Parents found the spots relatable, realistic and persuasive in terms of urging them to seek additional information.
Gerber Life Insurance
