I worked closely with MadwellNYC to develop the Long Live the Machines campaign for Speck and was responsible for campaign-extension touchpoints. The campaign was intended to be disruptive and build brand interest and reinforce product benefits, particularly amplifying the tough protection method in a way that still had Speck’s winky personality. Also, it served to bring awareness to how the brand was rolling out in packaging — with a bold techy-blue logo mark.

Central to the campaign’s media plan were wheat-pasted wild postings, painted signs, and guerrilla video projections in urban areas. And all of the creative for the campaign appeared visually to be a very human pro-tech underground movement, both attention-getting visually and tongue-in-cheek for the emerging cultural discussion about the rise of AI and device love vs. device addiction.
For preroll, we A/B tested two options:
1) A cryptic and delightful campaign video that emphasized all the things a phone is these days (that exceeded the average of viewers watching through to the end because of its growing mystery)
2) One made through partnering with Gothamist that much more directly addressed Speck’s military-grade drop-proof protection.

For preroll, we A/B tested two options: a cryptic and delightful campaign video that emphasized all the things a phone is these days (that exceeded the average of viewers watching through to the end because of its growing mystery), and one made through partnering with Gothamist that much more directly addressed Speck’s military-grade drop-proof protection.

Campaign extensions

I was responsible for extending and connecting the campaign to our brand’s event presence. I made web ads that incorporated the ad creative and directed to campaign-themed landing pages. These we ran concurrently with ads that were more focused on the brand’s emerging tough protection story. I worked with the field team to develop a script that tied it to product benefits in field trainings and made themed variations for activations at the Color Run and with the Brooklyn Nets (we sponsored them, and a high proportion of the out of home placements were in NYC).

And I themed the CES 2014 booth for the largest campaign extension to have its disruptive look and feel. Find out more about that project here.