Cricket Communications - A national Wireless Phone Provider
Challenge: ADROC built a high-visibility promotion from the ground up to satisfy the brand’s objectives of driving store traffic in the Chicagoland area.
Solution: ADROC created Cricket Sings. Cricket Sings was a singing competition that pinned talent against talent in 21 preliminary competitions at Cricket Wireless Stores in the Chicagoland area. Each of the winners from the store level were showcased via the Cricket Sings website and one finalist was chosen by the public from each week to compete in the Grand Finale at the end of the contest. These finalists then performed in front of a panel of local celebrity judges to determine the winner of Cricket Sings. Street teams distributed over 20,000 tickets and 15,000 finale tickets to singing competitions, local charities and radio stations. ADROC created the program, designed and programmed an online voting microsite, created a PR outreach campaign, handled all related social media, facilitated the hiring of a headliner for the finale and produced a professional video and sound recording for the winner.
Result: The campaign increased sales and market share in the Chicagoland market. As a direct result of this strategy and campaign, the Cricket Sings campaign was employed for a second year to help launch Muve Music to consumers.
Challenge: Durex tasked ADROC with strategizing a way to launch their new campaign “the Liberating Side of Being Together” that would deliver earned media impressions and brand recognition.
Solution: ADROC created the event Hotel Durex with Jenny McCarthy as its host and invited the Press and NY social influencers. This celebrity filled event invited guests to engage their senses in a sensual evening of fun and foreplay celebrating the launch of the brand’s new campaign. Held in an upscale, intimate setting, the soiree introduced the Liberation Movement by giving guests a chance to experience tantalizing activities or “sparks” such as stimulating aphrodisiac cocktails and food, sensual massage lessons and a sneak peek at two new Durex products – the & Play 2 in 1 Massage Gel and the Intimate Lubricant. Additionally, ADROC partnered with dance4life, an international movement that promotes sex education in schools using music and dance to inspire them.
Result: The event garnered 178 million impressions over the course of 4 days and was picked up by over 40 publications and featured on Extra.
ADROC designed a 360-degree integrated campaign to position Frank’s RedHot as the official hot sauce of tailgating. ADROC produced an online sweepstakes to win a Ford F-150 with a built-in television, grilling station, and upgraded sound system which was designed to provide the ultimate tailgate experience. Consumers were engaged to enter the sweepstakes through radio, FSI promotions, email blasts, and promoted social media posts. Frank’s fans across the country entered to win the truck, helping to create the highest consideration for the brand in its history.
Xtreme Xperience - The Largest Supercar Experience in North America
Challenge: Xtreme Xperience challenged ADROC develop a go-to-market growth strategy in scaling a supercar driving experience from a one consumer track event in 2011 to a national presence by 2012 that would rank among the top consumer supercar driving experiences in the world.
Solution: ADROC re-constructed their business model into a road-map which would support rapid market penetration and expansion while also increasing national brand awareness. The business model included naming the company, writing and implementing new business and marketing plans, financially modeling, pricing strategies, social and PR campaigns as well as establishing relationships with corporate partners. ADROC dedicated a full time marketing executive to work as their in house marketing director in 2012 and train their staff for future growth.
Results: The newly branded company, The Xtreme Xperience, has been touted as the #1 super-car experience in the United States with 27 events per year on 24 tracks, and over 34,000 happy customers. With ADROC’s help, The Xtreme Xperience achieved 100% growth from 2012 to 2013 and continues to grow, being recognized in numerous regional and national syndications.
Challenge: Champagne Cattier wanted to expand their global notoriety and exportation channels.
Solution: ADROC developed and executed a 360 integrated marketing plan for the last 5 years with a focus on influencing both consumer and trade purchasing. ADROC built a strong influencer program with celebrities and taste makers who have featured Champagne Cattier in their movies, print publications and music videos. ADROC has aligned Champagne Cattier with a premier importer in the United States to import and distribute their various Champagne product lines.
Results: Champagne Cattier now exports over 1 million bottles of Champagne within the United States, making it the 4th larger export for the vineyard. Since engaging with ADROC, Champagne Cattier went from 56 countries of export to over 93 countries of export. ADROC has helped drive popularity with international celebrities, professional athletes, top recognized chefs, exporters and has increased distribution by 30% since 2009.
Challenge: ADROC was tasked with bringing to life the Hennessy “Flaunt Your Taste” advertising campaign for on premise accounts.
Solution: To bring the visual campaign to life, ADROC created a program that focused on mashing music and fashion with people of all races. Each event consisted of models dressed in couture clothing showcasing and sampling Hennessy VS. While targeting social mavens of all cultures, VIP ID tags were distributed driving consumers to a specially developed website that captured consumer’s data and registered them for VIP access to Hennessy events.
Results: Over the course of two quarters, Hennessy sales increased 9% during the same period the year before. For the year the same account base was up by 15% from the previous year.
Challenge: Direct Energy approached ADROC to help them gain brand awareness amongst homeowners in deregulated markets in both the United States and Canada.
Solution: ADROC was initially engaged to develop a micro-marketing strategy to garner both consumer awareness and create a lead generation plan. This plan was developed to reach both a targeted general market as well multi-cultural markets. The strategy included sponsorship of local community based events, door hanger distribution, guerilla activations and support of local sports teams. As the overall 360 strategy changed through the years, ADROC focused its efforts more on larger scale strategic event, venue and sports sponsorships with guerilla activations in markets where it was harder to reach consumers.
Through the use of localized events/sponsorships, advertising and flyer drops within strategic communities in both the US and Canadian markets ADROC established a link between the community and Direct Energy.
Results: Direct Energy in the year 2014 saw an increase in sales of 60% during the promotional activation time. Overall, year to year brand awareness for Direct Energy and consumer education on deregulation with the choice to choose your energy provider has increased across the US and Canada.
Challenge: French’s Mustard, Ketchup and Crispy fried vegetables were challenged with how they could connect with Millennial and make an iconic brand relevant again.
Solution: For ADROC the strategy was simple engage them in a real and authentic manner. ADROC with French’s collaborated to build the We Promise Campaign with that would highlight three key pillars of the brand; Real Ingratiates, great tasting products, a true commitment to communities. This campaign would become the springboard for all French’s brands and communication. ADROC developed a strategy that would incorporate delivering the message through in store marketing, social media and online videos highlighting real ingredients and great tasting recipes. To highlight their commitment to community they partnered with Feeding America not only financially but, with an outreach program where employees around the country are volunteering at local Food Banks and Pantries. For 2017 ADROC is taking We Promise to the people with a nationwide tour that will focus on French’s commitment to Community.
Results: The tactics and resulting content is resonating with Millennial and positioning French’s as a brand you can trust which will ultimately help French’s nurture and grow their base into a more loyal customer base.
Bioness – Innovators of Rehabilitation for Your Central Nervous System
Challenge: Bioness needed a way to bring their innovative body weight support system, Vector Gait System out to their rehabilitation facilities around the United States. The way the product needed to be demonstrated, the cost, size, weight of this machine made it impossible for the sales team to travel with it and difficult for the doctors to experience the product.
Solution: ADROC was engaged to help facilitate a tour of various different hospital and rehabilitation facilities around the United States and Canada to show them first hand how the Vector can transform how they work with their patients. The idea was to make the Vector mobile and easy for the sales team to demonstrate and hopefully increase sales. ADROC handled the hiring of CDL licensed drivers, event coordination and management of both local and international DOT rules.
Results: ADROC consistently travelled the United States and Canada visiting an estimated 30+locations per year. The initial tour was so successful that for the second year we added an additional tour trailer. For Bioness over the course of 3 years they saw a significant increase in demand for the Vector Gait System.