Government, Institutional & Recruitment
Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, educational institutions/organizations, armed forces marketing communications. Includes political messages and special interest/trad
Clean Air: Wouldn't It Be Nice?
Under the mandate of the Federal Clean Air Act, Pennsylvania is required to implement programs to reduce air pollution from all sources. It was the belief of the Commonwealth that its citizens and businesses had to first be aware of the extent to which air is unhealthy. Our goals were to increase awareness of PA's air quality problem, to galvanize support for clean air programs, and to leverage the public service budget resources.
Brand: Pennsylania Clean Air
Client: Pennsylvania Department of Transportation
Agency: Siddall, Matus & Coughter, Inc.
What the hell is going on here?
The only people who knew about Comedy Central were relatives of the people who work there. We wanted to increase awareness by 25%, and increase viewership by 10%. We used, of all things, humorous advertising. Awareness went up 38%, viewership rose 15% - a full 50% more than our goal.
Brand: Comedy Central
Client: Comedy Central
Agency: Korey, Kay & Partners
60/40% Promotion (Asian Market)
MCI's 60/40 promotion was launched to curtail AT&T and Sprint's efforts challenging MCI as the price leader in the Asian market. By offering the lowest promotional rates ever, MCI saw its sales soar during that period. The campaign was made effective by a total synergistic effort involving print, broadcast and direct mail thereby providing complete geographic and demographic coverage. The strategy of creating culturally relevant executions per Asian ethnicity while maintaining a singular unified marketing objective resulted in unprecedented success.
Brand: MCI Friends Around the World Anytime
Client: MCI Communications Co.
Agency: Lee Liu & Tong Advertising Inc.