By Michael Fallone, Principal, id29
Take a look at Jimmy. He’s more than a few fries short of a Happy Meal. Sure, he’s got the fancy spectacles, a professorial sweater and we assume there’s grey matter of some sort in there; but a member of Mensa he is not.
Jimmy is the centerpiece of Bestpass’s 2017 multi-channel campaign—our third rather large, annual effort for them. We crafted the creative and media plan for the year-long campaign which includes trade advertising, digital display and video, social media, content, satellite radio, event marketing and more.
“id29 crafted a creative platform and digital media plan that’s performing four to five times better than anything the media company has ever seen across the most important KPIs.”
This basis for the entire creative platform boils down to two things: There are things you shouldn’t do and there are things you should do. It’s a simple enough concept, but it’s that kind of approach that so clearly separates engaging and successful creative campaigns from campaigns that are based on literal, functional qualities of a product, service, company or organization.
The key is the concept—and how that concept can be leveraged to shine a spotlight on what you’re marketing, not on the functional benefits of what you’re trying to market. It’s not rocket science, but Jimmy certainly isn’t coming up with this kind of creative.
About id29id29 is a brand strategy, design, web and marketing communications studio with big smarts, big chops and big experience. We are a team that truly cares about—and positively impacts—the success of people, companies and organizations who make the important decision to partner with us. We’re a full-service agency who has had the privilege of working for clients such as PUMA, Cobra Golf, SI Group, Bestpass, Sterling Rope and Scholastic (most notably creating and executing the national campaign for Harry Potter and the Deathly Hallows). To learn more, visit id29.com or follow us on Facebook, LinkedIn, Twitter and Instagram.