Work Tag: BROADCAST
APEX SERVICE PARTNERS
BROADCAST CAMPAIGN
As Millennials grow into their homes, these time-crunched customers need an alternative to in-depth DIY projects that could end up costing more time and money than they are worth. We concepted as well as helped direct TV spots that starkly illustrated the advantage of hiring a professional that guarantees their work.
UNION PACIFIC
SAFETY CAMPAIGN
CHALLENGE
Raise awareness and educate the general public and community leaders on Union Pacific’s commitment to track safety in the Columbia River Basin area of Oregon. Most of the general public is unaware of the ongoing efforts/technology being utilized to keep tracks safe.
SOLUTION
This multi-media campaign included a mix of digital banner advertising and television. The creative uses real UP employees from the region telling their story and relaying how safety is ingrained in the culture and operations of the railroad. Utilizing the backdrop of the scenic Columbia River basin where UP tracks run, we captured the natural beauty of the region and reminded the public that UP is doing what it takes to keep this special place safe.
RESULTS
Our 12-week integrated campaign (including television/cable and programmatic digital advertising) generated 20% recall among our television target audience while nearly 1 in 10 recall online advertising.
St. Louis Science Center
GROW EXHIBIT LAUNCH
Challenge
The Saint Louis Science Center tasked Geile/Leon with strategic branding and marketing for the new GROW agricultural exhibit: a one-of-a-kind, 50,000 square-foot, permanent indoor/outdoor exhibit dedicated to the journey of our food supply from farm to table.
Solution
GROW was the biggest permanent addition to the Saint Louis Science Center in nearly 30 years, and so the marketing support needed to make a splash. Through intense audience segmentation research and strategic planning, Geile/Leon created the “Dig Deeper” campaign. Through a colorful and vibrant GROW brand/logo, we illustrated the fascinating science behind our food. Geile/Leon also provided public relations support, created in-depth brand guidelines and multiple campaign elements including: TV and radio spots, website, outdoor billboards, print advertisements, informational brochures and more.
RESULTS
The Saint Louis Science Center’s “Dig Deeper” pre-launch campaign for the GROW exhibit resulted in millions of impressions across multiple regions and an abundance of coverage in numerous major publications. The GROW exhibit opened on June 18 to very strong attendance numbers.