fast horse integrated cases studies
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Fast horse Integrated case studies.TRANSCRIPT
I N T E G R AT E D C A S E S T U D I E S 27
Integrated Case Studies
I N T E G R AT E D C A S E S T U D I E S 28
HOW D O YOU G ET T H E
C O U N T RY TA L K I N G A B O U T
T H E T O P I C S T HAT M AT T E R
MOST TO YOUR C OMPANY?
I N T E G R AT E D C A S E S T U D I E S 29
Nationwide turned to Fast Horse to find a way to engage
consumers in a conversation about some of the issues
that matter most in their lives, from money management
to their families’ health, safety and security.
CONSUMER INSIGHTS
There was no shortage of competitors with advocacy
programs that told people what they needed to talk
about relating to services such as retirement, estate
planning or teen driving. Yet, those conversations
were still not happening.
Qualitative and quantitative research indicated the
biggest factors preventing people from having difficult
conversations included:
· + a hard or awkward topic to initiate
· + not being able to find the right time and place
· + uncomfortable family dynamics
· + inability to find quality information about the topic
It became clear that people understood they needed
to have important yet difficult conversations, but they
didn’t know how to start the conversation.
Situation
I N T E G R AT E D C A S E S T U D I E S 30
IntroducingHAVE THE TALK
Fast Horse created the Have the Talk campaign, designed to
help friends and family members break down commu-
nication barriers to difficult conversations, including talks
about retirement planning, college funding, safe driving
and any other subjects people tend to avoid. The integrated
campaign positioned Nationwide as the partner to turn to
in a cluttered marketplace for financial planning advice,
resources and products.
I N T E G R AT E D C A S E S T U D I E S 31
Campaign ElementsThe microsite HaveTheTalkAmerica.com served as the
campaign centerpiece, providing tools and information
to help overcome the obstacles standing in the way of
effective communication.
FEATURES INCLUDED: Have The Talk Quiz - Widget provided customized tips based on an
individual’s communication style
“Tough Topics” Library - Articles grouped by life stages served as a
valuable resource
Tips section - Co-authored by Harvard Communication expert and
program spokesperson Sheila Heen
I N T E G R AT E D C A S E S T U D I E S 32
Campaign Elements“Digital Ice Breakers” – Because research showed humor
can be an effective tool for breaking down barriers to
difficult conversations, Fast Horse created a series of viral
videos featuring celebrity impersonator and popular comedian
Frank Caliendo providing a lighthearted look at how not to
have “the talk.” Videos were available for people to customize
and share – driving traffic from video-sharing sites like YouTube
to HaveTheTalkAmerica.com.
I N T E G R AT E D C A S E S T U D I E S 33
Campaign ElementsTARGETED ADVERTISINGHave The Talk ads were placed on news, family and
personal finance Web sites to further drive traffic to
the microsite as families around the country were
getting together for the holiday season – an opportune
time for people to have difficult discussions. In addition,
a Facebook application allowed people to make an
appointment to Have The Talk with friends or family.
I N T E G R AT E D C A S E S T U D I E S 34
Campaign ElementsONLINE SPONSORSHIPSHave The Talk sponsored branded content and
actively participated in conversations on targeted
social networking sites such as Gather.com, Eons.com,
iVillage, BlackAmerica Web and TeeBeeDee.com.
I N T E G R AT E D C A S E S T U D I E S 35
Campaign ElementsSPONSORSHIP ACTIVATIONHave The Talk messaging was integrated into existing
Nationwide sports sponsorships such as golf’s
Nationwide Tour, NASCAR races and Columbus Blue
Jackets hockey, including a special event featuring The
Hanson Brothers from the movie “Slap Shot”.
I N T E G R AT E D C A S E S T U D I E S 36
Campaign ElementsPRODUCT PLACEMENTTo further prepare consumers for difficult discussions
that could surface during the holidays, the Have The Talk
program was featured during a promotional spot on Live!
With Regis and Kelly during its holiday giveaway show
and on the show’s website.
I N T E G R AT E D C A S E S T U D I E S 37
Campaign ElementsMEDIA AND BLOG RELATIONSMedia relations efforts included targeted pitches, video
news releases, satellite media tours, audio news releases
and more.
Blog outreach focused on personal finance, family and
humor sites to spread the Have The Talk message, encour-
aging bloggers to post the Caliendo viral videos and
upload the Have The Talk Quiz widget.
I N T E G R AT E D C A S E S T U D I E S 38
+ More than 50 million consumer impressions,
including media placements in theNew York
Daily News, Chicago Sun-Times and Detroit News
+ Television coverage in markets including
Chicago, Miami, Detroit, Denver, Phoenix,
Tampa, Atlanta, Orlando, St. Louis and more
+ Blog/onl ine placements on CNBC.com,
Ka-blog.com (Star Tribune), FiLife.com (Dow
Jones personal finance), Make LoveNotDebt.
com, PickTheBrain.com, YoungMoney.com,
DumbLittleMan.com and more
+ More than 1 million views of Frank Caliendo’s
Have The Talk videos
+ Averaged 8,000 visitors per day on HaveThe
TalkAmerica.com who spent an average of 5
minutes on the site
Campaign Results
I N T E G R AT E D C A S E S T U D I E S 39
HOW C A N A S E L F - P R O -
C L A I M E D SU PE R H E RO U SE H I S
P OW E R S TO M A K E F R I DAYS
“F R E E DAYS” F OR T R AV E L E R S ?
I N T E G R AT E D C A S E S T U D I E S 40
CONSUMER INSIGHTS
Research into travelers’ preferences and habits led to
the development of a brand positioning focused on
“superhumanity.” Not superhuman, but superhumanity –
empathy, caring, kindness – at a super level.
Situation
I N T E G R AT E D C A S E S T U D I E S 41
IntroducingFRIDAY IS FREEDAY
Fast Horse developed the Friday is Freeday
campaign to spread the word about Radisson’s
summer offer and deliver the brand’s “superhu-
manity” key messages by engaging consumers
with an interactive microsite, media and blog
relations, social media activation and branded
content.
I N T E G R AT E D C A S E S T U D I E S 42
Campaign ElementsMICROSITE FridayIsFreeday.com was developed to support
Radisson’s free Fridays summer promotion. In
addition to offering an easy room search and
booking tool, the site offered a collection of
time- and money-saving travel tips, and gave
visitors a chance to enter a sweepstakes to win
free Fridays for a year.
I N T E G R AT E D C A S E S T U D I E S 43
Campaign ElementsBRANDED CONTENT
Created by Fast Horse, the short film “Freddy Frees Friday”
focuses on an 8-year-old superhero-obsessed boy, Freddy,
who is inspired by an empathetic Radisson desk clerk
to transform into Fantastic Freddy and turn Fridays into
Freedays all summer long. The film engaged consumers
online and served as a unique news hook for telling the
story of the promotion through media and bloggers.
I N T E G R AT E D C A S E S T U D I E S 44
Campaign ElementsVIDEO VIGNETTE
Short “man on the street” video vignettes featuring
Freddy continued to create fresh content on the Friday
is Freeday microsite and provide additional incentive for
media and bloggers to mention the promotion through-
out the summer.
I N T E G R AT E D C A S E S T U D I E S 45
Campaign ElementsBLOGGER AND MEDIA RELATIONS
Aggressive media and blogger relations efforts
launched Friday is Freeday and kept details of
promotion in the news during the key summer sales
period.
I N T E G R AT E D C A S E S T U D I E S 46
Campaign ElementsSOCIAL MEDIAThe short film and video vignettes were sent to dozens
of major video-sharing sites and details about the
promotion and video series were distributed through
Twitter and Facebook.
I N T E G R AT E D C A S E S T U D I E S 47
+ Friday is Freeday was the subject of continual coverage
and online chatter, including traditional media coverage
outlets with a total reach of 69.5 million and on Web sites
with a cumulative monthly audience of 35 million
+ Twitter accounted for more than 47,000 direct impressions
+ In first 30 days of the campaign, the Friday is Freeday site
had 39,194 visits for a total of 60,477 page views – from
35,126 unique visitors
+ Clicks on "promotions and specials" displayed on the
radisson.com home page jumped over 200%
+ Online reservations stemming from those home page
clicks jumped by over 150% per day after the Freeday
promotion launch
+ In the first 30 days of the campaign, 83% of all reservations
that started with a radisson.com home page offer came
through the Friday is Freeday call-to-action
Campaign Results
T E A M 48
Your Core TeamWe have assembled an account team that has deep, relevant
expertise in helping clients solve the kinds of challenges you face.
You’ll have a highly experienced team to work with, including
hands-on involvement from the Fast Horse leadership team.
J ÖRG P I E R AC HSENIOR STRATEGIST AND CREATIVE DIRECTOR
A L L I S ON C H E C C ODAY-TO-DAY ACCOUNT LEAD
J OH N R E I NA N MEDIA RELATIONS SPECIALIST
B OB I NG R A S SIACONTENT MARKETING/MEDIA RELATIONS SUPPORT
S A N DR A H U Y N HDESIGN SUPPORT
H I L L A RY H E I N ZDESIGN SUPPORT
T E A M 49
Jörg PierachPRESIDENT AND CREATIVE DIRECTOR
Jörg Pierach is the President and Creative Director of Fast
Horse, a Minneapolis-based consumer marketing agency he
founded in 2001. The agency boasts a client roster that
includes The Coca-Cola Company, Radisson Hotels and Resorts,
and Marvin Windows and Doors.
Pierach and his team plan programs that creatively engage consumers – whether online, at sporting or cultural events, or through guerrilla marketing efforts. The agency’s work encompasses a variety of marketing disciplines and incorporates both traditional and emerging media, including social networking, microsites, blogging and viral campaigns. Fast Horse media relations campaigns have featured NASCAR drivers competing with the “world’s fastest armchairs” an orchestral performance of jackhammers and saws to celebrate the groundbreaking of a major non-profit’s new headquarters, and blending bowling and monster trucks to help launch a new product. In addition, the firm has been a leader in engaging an emerging group of influencers / bloggers · by providing them with relevant product and company information and industry trends on behalf of such industry leading brands as Radisson Hotels and Marvin Windows and Doors.
Under Pierach’s direction, Fast Horse has executed national award-winning programs such as Blue Cross Blue Shield of Minnesota’s do campaign, which was recognized as PRWeek’s 2006 Community Relations Campaign of the Year, and aided in the national launch of The Coca-Cola Company’s Full Throttle Energy Drink, for which the firm won an Effie, the advertising industry’s highest award for effectiveness.
Prior to founding Fast Horse, Pierach was an Executive Vice President at Weber Shandwick, the world’s largest public relations firm. A 12-year veteran of Weber Shandwick, Pierach also headed the firm’s national Consumer & Lifestyle Practice Group, a role which made him part of the agency’s Global Leadership Team. Pierach also led Weber Shandwick’s 40-person Consumer Products Group in Minneapolis, which, in five years, he helped grow from $750K to $5 million in billings from such clients as Hallmark, Jim Beam Brands, Best Buy and Polaris Industries.
An active advisor to numerous non-profit and community organizations, Pierach serves on the Board of Trustees of the University of Minnesota Foundation, as well as the Board of Directors of Milkweed Editions, the nation’s largest independent literary publisher. He is a frequent guest lecturer at local colleges and universities. In 2004, Pierach was chosen as one of The Business Journal’s “Forty Under 40,” an award recognizing accomplishments of Twin Cities business leaders. He is a member of AdFed and The Minnesota Interactive Marketing Association. A citizen of Germany and native Minnesotan, Pierach holds a B.A. from the University of Minnesota’s School of Journalism and Mass Communication.
T E A M 50
Since 1999, Checco’s work has included brand building, new product launches, sponsorship awareness campaigns, online marketing, grassroots marketing, media relations, writing, editing and event planning for clients such as Nationwide, The Coca-Cola Company, Insight Schools, Blue Cross and Blue Shield of Minnesota, Polaris Industries, Minute Maid, Jim Beam Brands and MarineMax Inc.
Checco was instrumental in the launch of several highprofile Coca-Cola products including Full Throttle and VAULT, which received recognition from the PR industry’s top award programs.
Checco also has worked in the health arena during the test pilot and national award-winning launch of Blue Cross and Blue Shield of Minnesota’s “do” campaign, which encourages people to improve their cardiovascular health by adding manageable bits of activity into their daily lives.
In addition, Checco’s expertise extends to programs in the entertainment and fashion industry. Highlights of her work include Coca-Cola’s affiliation with “Harry Potter and the Sorcerer’s Stone;” Jim Beam’s B.E.A.M. (Benefiting Emerging Artists in Music) Grant Program; DASANI’s Parson School of Design “Fashion Week Challenge” featuring Heatherette designers; Jim Beam’s “Rock the Rackhouse” Band Search and private concert; launch ofthe limited-edition ‘NSYNC bobblehead dolls for Best Buy Co.; and support for the Sprite Liquid Mix concert tour.
Checco currently volunteers her time as a Board Member and member of the public affairs committee for Cornerstone, implementing strategic community and marketing outreach for the non-profit dedicated to preventing domestic abuse.
Prior to joining Fast Horse Inc. in October 2003, Checco held positions at Weber Shandwick, The Minneapolis Aquatennial and Firstar’s Capital New Year.
Checco attended the University of Minnesota and concentrated her studies in journalism with an emphasis in public relations. In her spare time, she enjoys boating, fishing, yoga, cooking, snow skiing and browsing through book stores.
Allison CheccoSENIOR DIRECTOR
Checco specializes in developing and executing consumer
marketing campaigns, promotions, special events, community
and media relations programs on behalf of local and national
consumer clients.
T E A M 51
John joined Fast Horse in 2007 after 20 years as an award-winning newspaper reporter, editor and blogger. He worked at seven newspapers from Alaska to Florida and points in between, scooping up a closetful of top awards from state and regional press associations. John also served as a city editor, regional editor and state editor.
He was nominated three times for the Pulitzer Prize: for investigations, business reporting and public service. His reporting for the Charlotte Observer on corruption and mob involvement in casino gambling led to the end of legalized gambling in South Carolina.
At the Star Tribune in Minneapolis, John was among the first newspaper reporters nationwide to become a regular blogger. He’s continued to build his knowledge of new media while retaining his well-honed sense of what helps a story get traction in the traditional media.
John speaks regularly on media topics to colleges and professional associations and maintains relationships with key media decision-makers locally and nationally. John conducts media-training sessions for Fast Horse clients, teaching them how to effectively deliver their message through the media. He also writes for and edits the agency blog, “Idea Peepshow.”
In his down time, he reads everything he can lay his hands on, from businesstheory to crime thrillers, and plays standup bass in the bluegrass band,“Eleven Teeth.”
John ReinanSENIOR DIRECTOR & MEDIA RELATIONS
John Reinan plans and executes media relations strategies and
tactics for all Fast Horse clients. Working with both traditional
and new media, John brings a sharp sense of what the media
need and what elements are required to take a story from pitch
to publication.
T E A M 52
For Hillary Heinz, communication has a lot in common with cooking. She likes mixing different ingredients – design, social media, branding – and then tweaking the recipe until it feels just right. (And for the record, she’s not related to the ketchup people!)
Hillary’s inspired ideas and boundless energy have taken Fast Horse’s design capability to a new level. A graduate of the University of Minnesota, Hillary was part of an award-winning competitive student advertising team. More than a skilled designer, Hillary is a painstaking researcher whose work is informed by her discoveries about people and culture. “Just keep asking why,” she says.
This hard-working, creative thinker has made an impact on some of our agency’s most important clients, but Hillary insists that she’s still a work in progress. She rides a scooter, has an ambivalent relationship with her cat and likes to enter online slogan contests.
A native of Hong Kong, China, Sandra came to Fast Horse after submitting an eye-popping portfolio from her student years at the Minneapolis College of Art and Design. With a background in both fine arts and graphic design, Sandra·s creative scope ranges from furniture and painting to restaurant identity and branding, apparel design and consumer packaged goods.
Sandra finds her inspiration in unexpected places: international travel, long walks, eating bizarre food, watching weird Japanese movies or staring at the tiles on the bathroom floor. Sometimes, she says, it just comes down to a gut feeling of what’s right for the job. A free spirit with multicultural flair, we count on Sandra to offer a completely unexpected point of view that often turns out to be a key step in solving a branding question.
Sandra HuynhASSOCIATE DESIGNER
Hillary HeinzASSOCIATE DESIGNER
Bob Ingrassia is a skilled storyteller and digital media specialist. Before joining Fast Horse, he developed and launched an online news and arts hub for Minnesota Public Radio.
Bob also worked as a news editor at Internet Broad-casting, where he successfully developed a content-sharing partnership between local TV stations and CNN.com. Ingrassia has held news reporting and editing positions at the Dallas Morning News, the New York Daily News and the St. Paul Pioneer Press.
Bob IngrassiaSENIOR DIRECTOR, CONTENT MARKETING
