Taubman Shopping Centers: Yearbook Yourself iPhone Application
Yearbook Yourself App Screenshots
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.
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.
Schwinn: Bike It Forward Case Study
Bike It Forward
With spring approaching, we set our sights on National Bike Month in May. After all, if one brand could rightfully own the month, it’s Schwinn. We then created a campaign to celebrate 31 days of bicycling goodness. Bike It Forward let users spread the joy of May Bike Month by choosing a friend on Facebook to win a new Schwinn. To demonstrate the lineup, users could choose from all categories, including Urban, Hybrid, Road, Mountain, Cruiser and Kids. And to reward their kindness, if a friend won, they won a new bike, too. Banners, Facebook ads, a satellite media tour and social media mentions from the likes of Summer Sanders and Pee-wee Herman helped drive traffic to the experience. By the end of May, we had increased web traffic by 40% compared to May of the previous year, our Facebook fanbase grew by more than 3,000% and the campaign generated more than 500 million impressions. A joyous May Bike Month, indeed.
Schwinn: Bell Choir Case Study
Schwinn Schwinn Bell Choir
Visit the site: archive.collemcvoy.com/schwinnbellchoir »
At the core of Schwinn’s DNA is joy, so instead of sending yet another sales message into the seasonal clutter, we created a new twist on an old holiday favorite. We assembled a team of Schwinn-riding carolers who played beloved holiday songs using custom-made, specially tuned Schwinn bike bells. We also built a site where people could exchange e-carols of the Bell Choir performing the songs. To extend the spirit of giving, Schwinn donated bikes and helmets to kids in need for each carol that was shared. The Schwinn Bell Choir has been recognized by the Webby Awards, AIGA and the FWA for its rich Web experience.
At SchwinnBellChoir.com, visitors were not only be able to listen to the Schwinn Bell Choir perform classic carols, they also had the opportunity to spread the joy by sharing e-carols with friends and family. Each song shared helped donate a Schwinn bike to a child in need during the holiday season.
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.
Red Wing Shoes: Biker Boot Campaign
Red Wing Biker Boots
Posers are easy to spot. And in motorcycle culture, they’re not treated too well. So when Red Wing decided to build a motorcycle boot after a hundred years of making work boots, the ads and the product had to hold their ground with guys who know the road.
Caribou Coffee: Revitalizing The Nation’s Second Largest Coffeehouse
Caribou Coffee Rebranding
Our insights indicated that consumers are willing to pay a little more for a premium cup of coffee, in part because they’re also buying an experience. To better communicate the soul of the brand and differentiate the Caribou experience from its more-corporate competitors, we relaunched the brand by evolving the founders’ original tagline, “Life is short. Stay awake for it.” This seize-the-day mentality permeated through every brand touchpoint. No longer was a Caribou cup simply a cup, but rather, it is a reminder that life’s worth staying awake for. Since the relaunch, shareholder value has increased, traffic has improved and comp sales increased for the first time in three years, while outperforming the QSR industry. A 500 percent jump in Facebook fans increased online engagement and the campaign has been spotlighted in everything from PerezHilton.com to Fast Company.
Caribou Coffee is the world’s second-largest premium coffeehouse, but consecutive years of sales declines, driven by a recession that vilified the $4 mocha, left Caribou Coffee in the position of redefining its value and brand experience. Caribou needed to distinguish itself from competitors as disparate as Starbucks and McDonald’s.
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.
Cost Cutters: Owning Real Compliments On National TV
Cost Cutters Real TV
First, we uncovered a dilemma that was plaguing Cost Cutters. While consumers want to save wherever they can, the idea of incredibly affordable salon services didn’t always instill a lot of confidence. Enter the Cost Cutter Compliment Cam™. Based on a simple human truth that a good haircut begets good compliments, we set out to capture those authentic moments as they happened in real life. Customers who’d recently received a new cut and style were outfitted with hidden cameras and sent out to capture actual, unvarnished reactions of family, friends and coworkers. The takeway? You can, indeed, look and feel good without spending a bundle. And we had the enthusiastic compliments (and TV spots) to prove it. What started out as a TV campaign extended into rich online content and entertaining radio. Never underestimate a compliment again.
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!”
Caribou Coffee: Coffee Bag Redesign
Caribou Coffee Bag Redesign
With the help of Colle+McVoy, Caribou Coffee launched an extensive brand redesign last year that continues to roll out this year. The new coffee bag design now wraps the entire bag with burlap and labels that give the packaging more of a handcrafted and artisan feel. The front label for each specific coffee was kept simple and includes a small hand-rendered sketch that identifies the country of origin or the unique coffee blend.
Erbert & Gerbert’s: Rebranding Case Study
Erbert & Gerbert Rebranding
In order to reinvigorate Erbert & Gerbert’s, we went back their very humble, albeit quirky, beginning. At the core of the brand are imaginative bedtime stories a father told his 7-year-old and 9-year-old children, Erbert and Gerbert Herbert. Just as the children make fun discoveries throughout their adventures, we wanted people to have as much fun discovering the E&G brand. Our big idea was embodied in our campaign’s theme line: Subs Worth Discovering. We made sure every touchpoint was worth discovering — from a redesign of the store experience to a simple, easy-to-use, print-on-demand system, which allowed franchisees to customize campaigns at the local level and the company to track use and results. Finally, we created an innovative, integrated advertising campaign that generated positive sales and earned global media coverage for the chain. Not only did the work earned a shelf full of awards, including a Gold EFFIE, but it was also featured on CNN, The Ellen DeGeneres Show, the CBS Early Show and VH1. But our proudest moment was being named Vendor of the Year by the franchisee network.
Erbert & Gerbert’s, a quirky sub chain in the Midwest, is outspent by competitors such as Jimmy John’s, Potbelly and marketing behemoth Subway. Not only was it being outspent 130 to 1 by its competitors, it also had an outdated image that hadn’t been refreshed in 20 years. To build the business in a highly competitive environment, it would have to focus on what made its store experience unique and connect with those who valued it.
Caribou Coffee: Cup Design
Since Caribou is significantly outspent by its competitors, Colle+McVoy paid special attention to the design of its number one touchpoint, the cup. We extended Caribou Coffee’s brand tagline "Life is short. Stay awake for it." to their cups, turning them into mobile messaging platforms that captured inspiring messages that are lovingly called "Bouisms." Each size featured different Bouisms. We have even created customized cups for their Minnesota Twins and Minnesota Vikings sponshorships.
Caribou Coffee: Holiday 2010
Caribou Coffee Holiday
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: Amy’s Blend
Caribou Coffee Amy's Blend
Amy Erickson was a roastmaster at Caribou Coffee who lost a valiant battle to breast cancer. A special blend is created each year in her honor and 10 percent of the sales are donated to Susan G. Komen for the Cure®. This year, in addition to coffee, merchandise and point-of-sale items, our client asked us to create packaging for a new Amy’s Blend Red Tea. We were honored to work on a project that recognizes such a brave and beloved person.
Caribou Coffee: The Adventures of Jack & Gourdo
What would happen if a pumpkin and a gourd possessed the gift of speech? You’d get the Autumn Adventures of Jack & Gourdo, that’s what. Jack and Gourdo are the irreverent ambassadors of Caribou Coffee’s Flavors of Fall lineup of handcrafted drinks and bakery items.
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.
Erbert & Gerbert’s: Store Design
At Erbert & Gerbert’s, each sandwich is named for a character in a series of bedtime stories that the founder was told by his father. But that connection was getting lost in their existing store graphics. We gave the stores a complete makeover, giving them a look that feels more contemporary, more whimsical and, well, more E&G. From storybooks behind shadow boxes to a clearer and cleaner menu board to a wall mural that welcomes customers, the stories have truly come to life, and sales have spiked.
Erbert & Gerbert’s: Holiday Wraps
Erbert & Gerbert Holiday Sandwich Wraps
Erbert & Gerbert’s Subs and Clubs is a quirky restaurant chain that tasked us with getting a holiday gift certificate message to stand out from the clutter and clamor of the season. Holiday wrap transformed each sub into a present, and inside, customers discovered the message “Subs make great gifts.”
Erbert & Gerbert’s: Find The Pickle Ad
With a majority of Erbert & Gerbert’s Subs and Clubs located near college campuses, alternative newsweeklies were the perfect vehicle to serve up nontraditional ads. To boost store traffic, we focused on two things that were near and dear to students: having fun and free food.
Erbert & Gerbert’s: Connect the Dots Mailers
At the core of the Erbert & Gerbert’s Sub and Clubs brand are bedtime stories a father told his children, starring Erbert and Gerbert Herbert. Just as these characters make fun discoveries throughout their adventures, we wanted people to have as much fun discovering our messages. Here our Subs Worth Discovering campaign took a participatory angle in an old-time favorite way.
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.
General Mills: Client Profile
With some of the best-loved brands under their roof, General Mills is one of the world’s largest food companies. Seventy percent of General Mills sales come from U.S. retail products and its offerings are showcased in more than 100 global markets.
Bikes Belong: Client Profile
Bikes Belong, sponsored by the U.S. bicycling industry, has a goal of putting more people on bicycles more often. With nearly 400 members that include bicycle suppliers and retailers and a national movement called People For Bikes that is galvanizing Americans, the future for improving bicycling in America has never been brighter.
C+M Receives O’Toole Award Recognition
MINNEAPOLIS, Sept. 21, 2010 - Colle+McVoy has received recognition in the prestigious O’Toole Awards program, known as one of the toughest advertising industry competitions. The agency has been recognized as a finalist in the Mid-Sized Agency of the Year category and is a two-time finalist in the O’TooleBox Category.
Established in 1991, The O’Toole is one of the most competitive and highly regarded award programs in advertising. Its purpose is to recognize those agencies that consistently set and maintain the very highest standards. To win, an agency must submit a body of stellar work for several different clients. Only 20 finalists in four categories were selected this year and awards will be announced in New York City on Sept. 27.
Colle+McVoy is one of four finalists in the Mid-Sized Agency of the Year. To enter, advertising agencies from all over the world had to submit five pieces of work for five separate brands.
In the O’TooleBox category, Colle+McVoy has been honored as a finalist twice (only six finalists are selected), for the rebranding of Caribou Coffee, the world’s second-largest coffee retailer, and developing the People for Bikes program, a first-of-its kind new brand and movement to make our world a more bike-friendly place. The O’TooleBox honors excellence in creative and original thinking for a body of work, for a single campaign idea across multiple contact points.
"We are all about creating standout, effective work for our clients," said Mike Caguin, executive creative director, Colle+McVoy. "To be recognized by the O’Toole awards as one of the best, most creative agencies in the country is an absolute honor and reflection of our strong client partnerships."
Proceeds from the O’Toole Awards are donated to the 4A’s Foundation, Inc. A primary goal of the Foundation is to award scholarships to multicultural students of the advertising arts. More information can be found at www.aaaa.org and www.otooleawards.com.
C+M Oversees Extensive Brand Makeover For Caribou Coffee
MINNEAPOLIS, March 1, 2010 - Caribou Coffee customers in all stores nationwide will notice a new coffee-centric caribou on their cups as they reach for their beverages today. As part of the company’s strategy to enhance its brand position and create new opportunities to engage customers, the 17-year-old brand has undergone a makeover orchestrated by Colle+McVoy, which will roll out during 2010 and into early 2011.
See the work
"The evolution of the Caribou Coffee identity will provide more people with more reasons to feel deeply connected to the brand" said Christine Fruechte, president and CEO, Colle+McVoy. "Whether you’re a customer or an employee, Caribou will be symbolic of living life to its fullest, and that’s rich territory for a brand like this to own."
"As we explored hundreds of iterations of the brand’s central elements, we made sure to stay true to the personality of the company, the vision in which it was founded, as well as the myriad reasons why people love Caribou Coffee," said Mike Caguin, executive creative director, Colle+McVoy.
The new brand look includes a new logo, color palette and design elements that bring fresh energy and broader context to the existing tagline: Life is short. Stay awake for it.® Previously the tagline focused on the benefits of caffeine, but Caribou has now shifted the element from a declarative statement to an opportunity for customer engagement on a more personal level; "stay awake" has grown to signify a "seize the day" attitude.
"We saw an opportunity to better express who we are and what we believe in as a company across all interactions with our customers," said Alfredo Martel, senior vice president of marketing, Caribou Coffee. "The new elements of our brand give us an opportunity to do that and to ask our customers to explore and share what staying awake means in their lives."
Beginning on March 1, the new look will be introduced via in-store elements such as napkins, cups, drink carriers, canteens and signage. A redesigned Web site and extensive out-of-home campaign launch April 1.
Bringing the Brand to Life
Central to this new rebranding, the company’s logo has been adapted to a simpler representation of the brand’s key identification. Most noticeably, the leaping caribou is now a coffee-brown color and in the brand’s playful nature, is assembled out of graphic elements, including a coffee bean at the heart of the animal and "C" shaped antlers. The caribou also now leaps to the right, signifying the company’s vision and movement toward the future.
The shield element in the original logo has been updated to a rich blue color with a new shape that echoes the shape of national park system signage, a nod to the Caribou founders’ hike in Alaska’s Denali National Park where they were inspired to begin the company.
A New Approach to Growth
Since Caribou Coffee CEO Mike Tattersfield’s arrival in August 2008, Caribou has shifted focus away from expansion and toward elevating all aspects of the brand experience to match its world-class coffee. The company’s new strategy has resulted in the most diverse and premium line of offerings since the company opened its first store in 1992.
"Our brand relaunch runs much deeper than the new logo design; it really signifies the evolution of our company. We are passionate about and committed to creating the best cup of coffee possible and an experience that extends beyond our products," said Martel. "We are working to ensure that all aspects of the customer experience are at the same premium level of quality as our coffee."
In November 2009, Caribou unveiled a menu of reformulated chocolate beverages made with all-natural gourmet chocolate from Guittard Chocolate Company of San Francisco. To boost its breakfast platform, the retailer introduced handcrafted oatmeal to its menu in January of this year and has been testing baked in-store pastry items at 25 stores in its home market of Minneapolis.
C+M Named Digital Agency For Land O’Lakes Dairy Foods
MINNEAPOLIS, Jan. 7, 2010 - Today Colle+McVoy was named digital agency for Land O’Lakes Dairy Foods Division of Land O’Lakes, Inc. The agency will manage the consumer Web site, including strategy, creative, production and development.
"We are very impressed with Colle+McVoy’s interactive expertise and technical capabilities," said Thea Keamy, Vice President, Retail Cheese & Marketing Services, Land O’Lakes. "It was imperative that the team we selected resonated with our team, which was apparent with Colle+McVoy throughout the selection process."
Colle+McVoy will build and maintain landolakes.com, including the LAND O LAKES® Simple Rewards® Club, oversee search initiatives, and provide comprehensive Web analytics support.
"We are thrilled to expand our relationship with Land O’Lakes to the consumer foods business," said Christine Fruechte, president and CEO, Colle+McVoy. "We value our ongoing partnership and look forward to helping build deeper relationships with consumers online."
Becoming digital agency for the Dairy Foods business of Land O’Lakes is the next chapter in the agency’s transformative growth story. Colle+McVoy’s interactive billings have doubled since 2007 and now account for more than 40 percent of the agency’s revenue. The agency overall has experienced remarkable year-over-year growth in recent years and expects this momentum to continue in 2010.
C+M Wins Caribou Coffee Account
Named agency of record for second-largest coffeehouse operator in America
MINNEAPOLIS, February 20, 2009 - Colle+McVoy received a strong shot of new business after being named agency of record for Caribou Coffee, the second-largest company-owned gourmet coffeehouse operator in the United States. The agency was selected after a very competitive and challenging search.
"Colle+McVoy’s approach was very courageous. Their creative ideas pushed our brand in a more innovative direction, which we believe will help differentiate it for today’s customers and future generations," said Caribou Coffee Senior Vice President of Marketing Alfredo Martel. "The team presented a comprehensive strategy to drive growth and create long-term value, as well as actionable solutions for our immediate needs."
"We have been given an amazing opportunity to help Caribou Coffee become the leading gourmet coffee brand in the world," said Christine Fruechte, president and CEO, Colle+McVoy. "Every idea we create needs to be engaging and tell the brand’s memorable story through groundbreaking programs." Colle+McVoy ended 2008 with revenues at an eight-year high, driven, in part, by high-profile assignments from ESPN, Yahoo! Messenger, Recreational Boating & Fishing Foundation, and Manhattan Toy Company, to name a few.
Colle+McVoy will share in the brand strategy and planning, as well as manage the day-to-day execution of all marketing campaigns for Caribou Coffee, including brand identity, package design, interactive, advertising and promotions. The scope includes consumer marketing via all channels (trade, retail and online). Program budgets have not been finalized.