ENTRUST DATACARD: SIMPLIFYING USER AUTHENTICATION FROM THE WORD GO.
Campaign Goal: Reinforce awareness of Entrust’s groundbreaking secure identity product with a bold digital campaign that attracts attention and drives the target audience to learn more.
Background: Prior to Entrust’s rebrand, the company’s brand was Entrust DataCard, a merger between the original DataCard organization and Entrust. The merger combined DataCard’s credit card printer capabilities with digital security services. This campaign introduced the company’s new “Single Sign-On” product, which enables an easier way for organizations to give their employees secure access to company data without passwords or multiple sign-on requirements. The bold use of the word “GO” reinforces the product’s ultimate benefit, allowing staff to access critical information in a seamless, frictionless fashion.
CREATIVE CREDITS: Laurie Bedwell, CD/Copy; Steve Laliberte, CD/ Art Direction; Jenn Mertz, Copy
Enterprise Holdings, Inc
Rubber, meet the road: letting customer viewpoints define THREE brand voices.
Enterprise Holdings asked us to update the brands for the loyalty programs that supported their three rental car businesses: National Car Rental, Alamo, and Enterprise. It was a fascinating study on a target audience's impact on brand expression. While each company offers virtually the same product — a fleet of rental cars — each caters to unique customers. No surprise, that made all the difference. The most important lesson? The better you recognize your customers, the better they become at recognizing you.
Emerald Club: Pass the counter. Choose your car. Own the road.
Target Audience: Executive business travelers are an ambitious breed, people who demand control and expediency in every aspect of their professional lives – including their rental car experience. The Emerald Club is designed to meet their needs. Powered by choice, it gives members the right to call the shots and sidestep all barriers in their quest to move swiftly on and up in the world.
Alamo Insiders: Start every trip deal-happy.
Target Audience: The “TJ Maxx Mom” is focused on paying less for vacation rental cars, so her family has more to spend on souvenirs, adventure parks and maybe one more dinner out. The whimsical brand expression features playful illustrations that introduce a host of engaging characters. Dealamo Dog makes frequent cameo appearances to share his rally cry: “Remember the Dealamo!”
Enterprise Plus: Real people. Real recognition.
Target Audience: Urban dwellers and mid-level business travelers are people who recognize a good deal when they see it and aren’t misled by puffery. They view Enterprise as their local car rental company, the partners they turn to when they need wheels to escape the city or a rental car that meets their business trip per diem. Enterprise Plus is their kind of loyalty program: street-level, honest, everyday recognition that is fueled by real service, real people and real rewards.
Starwood Preferred Guest–an ode to wander lust.
Starwood Preferred Guest was the loyalty program that supported Starwood Hotels and Resorts. This world treasury of remarkable properties spanned 95 countries and ranged from luxurious, historic landmark hotels to quirky contemporary retreats. Acquired by Marriot in 2016, SPG is now part of an even larger suite of amazing experiences made possible by Marriott Bonvoy. The voice I influenced for SPG lives on in the hearts of business travelers everywhere, people eager to be rewarded for their strenuous road warrior experiences.
Creative Credits: Mark Weninger, ECD; Laurie Bedwell, GCD/copy; Tim Gross, GCD/art direction; Shawn Sweeney, copy
SuperValu – deli carry-out campaign: When you’re late for dinner, grab the 4:15
The 4:15 campaign introduced a comprehensive dinner carry-out program at grocery store delis within the SuperValu family. A new business proposal from the Lacek Group, our efforts included naming and branding the program and developing the full-funnel marketing to establish awareness of an easy answer to the age-old question, “What’s for dinner?”
