Land O’Lakes: Mobile Relaunch
Land O' Lakes Mobile
Visit the site: http://m.landolakes.com/ »
Since the early 1920s Land O’Lakes has strived to bring good food to busy families. Today that means providing a resource for moms constantly on the go. The new Land O’Lakes mobile site contains a practical navigation that can quickly serve up products, recipes, and inspiration whenever and wherever moms need it.
Caribou Coffee: Make The Cup Case Study
Caribou Coffee Make The Cup
Visit the site: www.cariboucoffee.com/makethecup »
Colle+McVoy realized that Caribou’s broadest reaching media vehicle was its cups. Millions of cups each year serve as walking billboards or “owned” media. With the brand relaunch, we created a series of cups featuring handwritten “Bouisms” highlighting things worth staying awake for. Building on that momentum, we created MakeTheCup.com, which allowed consumers to tell us what they stay awake for, and possibly land on the next generation of Caribou cups. The consumer promotion spiked site traffic by 26 percent, and 150 of the best submissions made it to millions of new Caribou cups.
Despite being the second-largest premium coffeehouse in the world, Caribou Coffee is dwarfed by Starbucks when it comes to ad spending. With such a large spending gap, we needed to find a unique promotion to engage customers in our “Life is short. Stay awake for it.” campaign.
Caribou Coffee: Oven Shelter
Caribou Coffee Oven Shelter
To help Caribou Coffee launch its hot and fresh Daybreaker breakfast sandwiches, we decided to heat things up a bit. To do this, we created ovens out of transit shelters, complete with real heaters and working clocks. This not only allowed us to showcase Caribou’s new “Hot ‘n Wholesome” menu items, it also benefited Minnesotans during their frigid winter commutes. Some of the world’s top culture and food blogs celebrated the work along with the industry, including The One Show, Creativity and Adweek. Noted cultural blogger Perez Hilton declared it the “Hottest Advertisement Ever…Literally!”
Colle+McVoy: Super Chatter XLV Case Study
Colle+McVoy Super Chatter
By creating search queries in Collective Intellect and Radian6, we analyzed how people shared their Super Bowl experiences across the social Web via tweets, Facebook updates, blog posts and more. Once our analysis was complete, we designed an infographic to visually display the top ten themes and served it up using the Google Maps API. To bring awareness to Super Chatter™, we relied entirely on the media that covered the Super Bowl to spread itself. One tweet and Facebook post sent thousands of visitors to collemcvoy.com/superchatter, where they spent an average of 23 minutes browsing through the infographics. While the idea of Super Chatter was spreading through social media, our brand sentiment was the most favorable it has ever been, and visits to the Work section at collemcvoy.com increased 40 percent.
We set out to monitor the social Web and uncover how the Super Bowl influences people’s behavior throughout the nation. While numerous agencies focused on assessing the impact of TV commercials, we broadened our analysis to identify the top behavioral themes by dissecting the social media footprint of Super Bowl XLV.
Take Me Fishing: Mobile Case Study
Visit the site: www.takemefishing.org/mobile »
We conducted user studies that revealed the features most desired by consumers, such as where to fish and general how-to information. We then combined with the style and functionality of TakeMeFishing.org to the launch the brand into the mobile space. A first-of-its-kind in the category, it became the go-to resource for planning a day on the water. Initial data shows the mobile site is helping produce double-digit increases in overall site traffic. And shortly after launch, it was celebrated as a must-see mobile experience by Communication Arts and Creativity — and named the FWA’s Mobile Site of the Day.
The Recreational Boating & Fishing Foundation (RBFF) is the nonprofit organization behind TakeMeFishing.org and is dedicated to aquatic conservation and increasing participation in fishing and boating. As the use of smartphones skyrocketed, we wanted to continue to set anglers up for success, regardless of where they accessed the brand. How could we give fishing enthusiasts a wealth of information when they most likely have a fishing rod in one hand?
Take Me Fishing: Non-Traditional Print
TMF Non-Traditional Print
Fishing is an interactive experience.
The Recreational Boating & Fishing Foundation is an organization dedicated to getting people out on the water more often. In order to build awareness and drive traffic to their site, TakeMeFishing.org, we partnered with outdoor lifestyle publications to place messaging in unexpected places.
Colle+McVoy: Super Bowl XLIV
Brands spend millions of dollars on a Super Bowl spot, but how does this translate into conversation on social networks such as Twitter? We decided to find out. By monitoring and analyzing the volume of Twitter chatter on game day, Squawq™ provided an immediate snapshot of activity surrounding each ad. It ranked the most talked about brands and provided data throughout the game. And it garnered 62 million media impressions for a day’s worth of work.
Visit the site: squawq.com/superbowl »
Colle+McVoy: Squawq Case Study
Collemcvoy - Squawq
Visit the site: squawq.com »
Since it didn’t exist, we created it ourselves. Squawq™ leverages the Twitter API and features an intuitive user interface where brands can analyze tweet volume, popular keywords, hashtags, most-vocal authors and frequently shared links. By logging into Squawq via Twitter, users can access the application using their existing Twitter credentials. Within months of launch, Squawq generated thousands of users, actively monitored 100 tweets per second, and stored more than 75 million tweets to the database. Not to mention it provided a much-needed ear to the ground for our clients.
As Twitter continued its massive growth in late 2009, we wanted to figure out an easy and intuitive way to track what people were saying about our clients’ brands on the microblogging platform. At the time, a one-stop application that let a brand easily monitor tweets about its brand was nonexistent in the marketplace.
Caribou Coffee: Chocolate Press Release
To ensure the media took notice of Caribou’s new chocolate drinks made with real Guittard chocolate, we sent them something they were sure to love. A huge hunk of chocolate. This first-ever chocolate press release featured all key information etched in chocolate. We hope, they took notes before they indulged.
Caribou Coffee: Wild It Up!
Caribou Coffee Wild It Up
At the time of the promotion, Caribou Coffee did not have an official page on Facebook. For a brand that’s about fun and customer engagement, this project served as the perfect foray into the space. After developing an official page, we created the Facebook application Wild It Up!, which allowed consumers to “wild up” a photo of themselves by selecting from a diverse library of images, such as gold teeth, wild animals, tattoos and, of course, Wild beverages. Users could then use a printout of their new Wild It Up! picture at any Caribou Coffee to redeem it for a free Wild Cooler. The pictures were displayed in stores, reinforcing Caribou’s customer-centric spirit. And an untold number of coupons were distributed that created millions of impressions. Product sampling took a new form of ROI as Caribou’s Facebook audience grew from 0 to 150,000 in just one month’s time.
Shortly after winning the Caribou Coffee business, we were given the task of helping solve a perennial problem. The summer months have a way of slowing down coffeehouse sales. So we turned to Caribou’s lineup of Wild Coolers to offset the usual dip when the mercury rises. Since the beverages are popular with a younger audience, there was an opportunity to broaden Caribou’s customer base in a space that was still uncharted for the premium coffeehouse: social media.
To help relieve the stresses of the holiday season, we created a winter retreat at snowdin.com. There you can frolic with a yeti, pilot a blimp or deliver the evening post to the town folk. No need for long johns or an electric blanket. All you’ll need is your 3-D glasses.
Taubman Shopping Centers: Yearbook Yourself Case Study
Yearbook Yourself Case Study
Ever wondered what you might have looked like in a past life? YearbookYourself.com let users upload their photos and see themselves in classic 'dos and vintage outfits from previous decades. With each look, users also learned about today’s hottest fashions and deals from each mall. From Pee-wee Herman and Lance Armstrong to the Jimmy Fallon show and thousands of blogs, the site was quickly embraced by pop culture. More than 15 million images were shared on Facebook, and the site generated a 49 percent click-through rate to mall sites. The Yearbook Yourself iPhone® app took the experience mobile and was featured on the iTunes® Staff Favorites and the Top-Paid Apps list.
Taubman, owner of 20 upscale malls across the United States such as Beverly Center in Los Angeles, wanted to create a fun and engaging experience to break through the morass of traditional back-to-school promotional messaging (“Look cool for school! For less!”). And it needed to convince teens and their parents that Taubman malls not only have the hottest stores and fashions, but great deals, too.
Rhymesayers: Paint It Gold
Rhymesayers - Paint It Gold
Visit the site: archive.collemcvoy.com/paintthatshitgold »
Internationally acclaimed hip-hop act Atmosphere wanted to create an online experience to match their much-anticipated release, When Life Gives You Lemons, You Paint That S*#t Gold. To build the hype (and their sales), we created Paintitgold.com, a site that allows users to tag anything they could find on the web while listening to tracks from the new album. In its first week, the site not only unleashed the talents of thousands of virtual vandals, it helped launch the album to the top of the iTunes hip-hop chart and #5 on the Billboard chart.
Erbert & Gerbert’s: Candle Cannon
Erbert & Gerbert's Erbert & Gerbert's Candle Cannon
Visit the site: candlecannon.com »
How do you celebrate 20 years of making great subs? With a 20th Anniversary Blowout, of course. We built the world’s largest air vortex cannon to get E&G’s customers excited about this tasty milestone. 850,000+ (free) online views later, our client is still celebrating.
Erbert & Gerbert’s: Human Flipbook
Erbert & Gerbert's Erbert & Gerbert's Human Flipbook
Visit the site: humanflipbook.com »
150 T-shirts + 1 overworked iron ÷ 30 seconds = the world’s first Human Flipbook. Looking to connect with its core collegiate audience, what started out as a late-night TV spot running on Comedy Central and MTV went on to become a viral online sensation. Hundreds of blogs posted about it. Millions of people viewed it. CNN covered it. And Erbert & Gerbert’s Q4 sales were up in an otherwise flat quick-serve restaurant category.
Old Navy: Inventing A New Brand Design System
Old Navy case study
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The visibility of our work for Caribou Coffee earned us an invitation from Old Navy to submit a proposal to transform and define their entire brand design philosophy. After being selected from among some of the best design firms in the country, we developed a proprietary typeface, secondary fonts, color palettes, patterns, brand language, a comprehensive brand standards manual, examples of in-store applications and direct mail.
Welcome to Colle+McVoy
Cannondale: Modernizing A Global Bike Brand
Cannondale Case Study
Communicate that Cannondale is The Perfect Ride. Knowing that the work needs to tell both a product and a brand story, we developed a brand system that could easily translate across mediums and continents. Our primary imagery and headlines are equal parts innovation and inspiration, capturing the best athletes in the world putting Cannondale bikes to the ultimate test. While the secondary images and language tout technological prowess in a way that reflects the attitudes of our audience. The system allows the same look and feel to extend beyond print ads to catalogs and interactive, giving Cannondale a unified, cohesive brand.
Since its earliest days, Cannondale has engineered premium products, redefining and reinventing the way bicycles are made. By creating industry-changing innovations through state-of-the-art design, Cannondale is globally recognized as a leader in product innovation. The challenge was to position the brand in a way that not only showcased its technological prowess, but also its rider-centric culture that crosses all cycling categories, around the globe.
Welcome to the New ColleMcVoy.com
We’ve been working hard to bring you an experience that tells you who we are, why you should work with us and - ultimately - inspires you to make a difference and join us in our vision to stand out.
We pushed ourselves to treat this project as we would any other client assignment. The clients in this case were the leadership team, and I had the pleasure of leading our internal team all the way from strategy to execution. This approach encouraged accountability and challenged us to practice what we preach. We learned a ton along the way, and we’re proud of the work we produced.
As we assessed our previous .com and social media presence, we realized there was opportunity for improvement. Our previous interactive experience didn't accurately demonstrate who we are and what we're great at. It also didn't allow for the flexibility required by the dynamic nature of social media and agileness of mobile. If we could improve in these specific areas, we knew creating a stand out interactive experience was achievable.
Insight + Strategic Direction
Our findings from the qualitative and quantitative research we conducted uncovered what makes C+M more than an advertising agency. We invent analytics tools from scratch. We write job descriptions for clients. We offer strategic counsel on business-level strategies. We offer fulfillment capabilities in house. We build 3-D dioramas. The engine that makes all of this possible is the people who work here. And here is a special place. Employees and clients described the feeling they get when they walk off the elevator at C+M, and that feeling is what we wanted our online experience to emulate. We worked off the key insight that C+M is more than just a workplace; it’s the incubator for and manifestation of the vibrant, warm and open spirit of its people.
Audience + Architecture
With this insight in mind, we initiated a complete run-through of potential conceptual architecture solutions before creating visual design concepts. We explored organizational schemes based on four distinct audience profiles that we brought to life through personas and use case scenarios. We mapped out an agile experience that made itself smarter over time. An experience based heavily on search and a sophisticated tagging system, allowing site visitors to surface content they find relevant and useful.
Our user experience strategies led to design concepting. We generated multiple concepts and put them up on the wall for review. One prevailed. The one you’re experiencing now. As we brought people through a prototyped version of the Web site, they reacted positively to the design and photography style. We hope your reaction is the same, but we also want to make sure the experience delivers on getting you to the information you’re seeking easily and efficiently.
During our usability sessions, we also observed people hesitantly browsing through our progressively created navigation system. A system built on the search-based tagging previously described. We offer five ways for people to navigate: 1) entering a search query, 2) clicking on a trending topic, 3) vertically scrolling through image tiles, 4) horizontally browsing via contextual links and 5) using the keyboard. Usability findings led to design and functionality tweaks that resulted in an experience surpassing the standards our team set. Time to go live.
An Experience Built From Behavior
Going live is only the initiation of what the experience will eventually come to be. The Web site as it exists today serves as the foundational platform we will constantly monitor and change to adapt to visitor behavior. Meaning, the next time you come back, your experience will be better. Furthermore, we continue to add content to the site (e.g., case studies, blog posts). Another reason to come back. In the meantime, I encourage you to leave a comment below or offer feedback through the survey we’ve created.
Colle+McVoy: 2012 SXSW Panel Picker
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C+M Wins Adweek Project Isaac Award
Colle+McVoy has been recognized with Adweek's 2013 Project Isaac Award for work on behalf of the Medtronic Foundation's HeartRescue Project. Project Isaac celebrates the coolest, smartest, most inventive ideas across the industry.
The agency was awarded within the Best Practices category for creating the Save-a-Life-Simulator — a dramatic and immersive online experience that lets users make virtual life-or-death choices and teaches proper bystander response to sudden cardiac arrest (SCA), the leading cause of death in the United States.
A highly esteemed panel of judges considered 500 entries across 35 categories, and selected gold winners in 29 of those categories.
C+M Profiled in Communication Arts
MINNEAPOLIS, March 7, 2011 - Communication Arts is the highly regarded and premiere publication for inspiration and insight into the world of creativity. It reviews and promotes the best of the best as it relates to graphic design, advertising, photography, illustration and interactive media. We thank Communication Arts for recognizing us for our reinvention, success and the high caliber of work we strive for every day. We share the excitement and honor of with all of our forward-thinking client partners. Without their trust and involvement, this tremendous honor simply would not have been realized.