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Microsoft Drives Efficiency for Cooper Tire
As a manufacturer, you know how inefficiency can be one of the prices you pay for success. Business booms, and your operations and processes grow out of reach. Tracking problems and loss of productivity follow. Cooper Tire & Rubber Company faced this challenging situation when it saw that its tire-molding operations had become so complex that molds were disappearing. Cooper Tire had tried to manage the tracking problem through a loose communication chain of phone, fax, and e-mail to direct the movement and use of molds. It was clear that an airtight, super-efficient tracking system was needed in a hurry.
Bessemer came into Houston right when energy revenues were minting millionaires at pace unseen anywhere else in the country. Many of these entrepreneurs didn’t know Bessemer, and those who did thought it was a starchy firm from the Northeast. Which it is. But for this announcement we gave it a Texas-style voice — plainspoken and no-holds-barred. Wealth management firms don’t talk this way. We wanted to show Bessemer was different: a firm started by one of America’s oldest financial dynasties that still had some of that wildcat entrepreneurial spirit.
With energy prices soaring, it was boom time again in Houston and folks in the energy business were feeling pretty bulletproof. Bessemer, a Northeastern firm possibly unknown to them, was rolling into town with a sobering message told in blunt English: Invest your windfall with people who’ve been keeping family fortunes intact for over a century, or take your chances and maybe lose it. Wealth management companies are usually formal, stiff — even pompous. We chucked that for a no BS approach that Texans could appreciate.
American Express OPEN Card
The constant challenge for this client was to convince small business prospects that a colossal business like American Express had some real understanding of what a small business owner dealt with daily.
This execution worked off the honest line, “Is the Plum Card right for you?” and showed how an actual AmEx cardholder could use the card with a payback feature to do a nice office improvement and finance a plum assignment.
American Express OPEN
Small business owners pride themselves in having a “can-do” attitude, and this execution, trading off the bold line “Can your Card do this?” showed how a cardholder could do amazing things on the job and get money back from his American Express Plum Card to plow back into his business. For him, this wasn’t just a piece of plastic: it could be used as a hard-working partner in his growing enterprise.
NYU Langone Medical Center
Announcing a children’s emergency department is a tricky business. We wanted to acknowledge the hard reality of a kid getting sick or having a serious accident. But not so the ad would be scary or grim. Here, a judicious dollop of adorable and cute really worked. And the huge image of the baby put the body copy describing NYU Langone’s approach to children’s urgent care into perspective. Yes, this a clinical place full of doctors and state-of-the-art medical equipment, but it also appreciates the very special needs of its patients and their families.
Is there anything less fun than insurance? How about having to create a fun, engaging corporate HR benefit enrollment campaign on a shoestring budget? We found a way by creating a version of Tarot cards with the brand’s Peanuts characters and a set of quirks that employees might identify with. It said Met Life knows everyone is special in his or her own way and has a plan to fit. Keeping the campaign on brand with an approach that was tactically smart and loveable made this an easy sell.
Serotta Custom Bicycles
When one of America’s most storied builders of high-end bicycles came out with a carbon fiber frame, it was a big deal. But Serotta was a word-of-mouth company that didn’t blow it’s own horn with slick advertising. We acknowledged this with an arch and self-deprecating headline that sat well away from the simple but stunning shot of the bike. Because it was a dramatic news for a purist, steel frame-maker to be introducing a newfangled carbon bike, we felt Serotta’s customers and fans would give them a pass, just this once.