Work Samples Prepared for:

Situation

In a city obsessed with sports, Philadelphia has a deep passion for their Eagles. Yet after two disappointing seasons and tremendous change in the front office and coaching staff in 2012, fans felt disconnected from their team. The Eagles partnered with 160over90 to develop a brand strategy that could better reflect the team and reconnect fans with the City of Brotherly Love—in essence, that Philadelphia fueled the Eagles and the Eagles fueled Philadelphia. The brand narrative needed to build season-to-season—rather than change direction with the seasonal tagline-driven campaigns typical of professional teams. 

Solution

After working with the Eagles for seven seasons, the team needed to evolve its brand strategy and narrative to appropriately capture and express the post-Super Bowl progressive spirit of the Eagles to core fans and partners. As such, we updated the brand strategy for the 2019/2020 season around a platform idea of “United We Win.” The Eagles are inextricably linked to Philadelphia, but no longer just by geography. The Eagles’ tie to the City is defined by a mindset built off a connection to a team and organization that brings millions of people together through a unified shared passion. In other words: This is bigger than football, the Eagles are out to win in all that they do.

Our new brand strategy manifested in the “Let’s Fly” campaign for the 2019/2020 season, which spanned video, advertising, OOH, social, and digital. From a creative perspective, we enhanced the team’s color palette by introducing energy green as a new visual element across our branding efforts. 

160over90 worked with the Eagles to extend the brand’s reach to engage and energize current and new fans across the country (and the world), enhance the brand narrative to shine a light on the ideals and innovation of the Eagles enterprise, and to attract more premier, regional, and national partners to the team. 

Results

In 2017, the team drew 2.56 million views from our seasonal anthem video, and the TV, outdoor, and online campaigns garnered more than 110,000 impressions. The campaign was written up by countless sports blogs, earned attention from the New York Daily News and The Tonight Show Starring Jimmy Fallon, and received free airplay on television and radio outlets.

Since the beginning of our engagement with the Eagles, season ticket renewals have increased 26%, season ticket sales have increased 100%, and the Eagles were the only team to sell out Wildcard Weekend within 24 hours.

160over90 continues to create work that breaks through the noise. Anticipation for each year’s campaign begins to grow each summer. And in 2017, the Philadelphia Eagles clinched a Super Bowl win. 160over90 united the team and its fans to become the greatest football city in America.

Situation

Say “AAA” and people think “tow trucks.” For generations, AAA has been known for trusted roadside assistance, but decades of consistent marketing has failed to make 50 million members aware of the full extent of products and services available, such as car care, insurance, travel, discounts, and financial services—all designed to help members improve their lives. Recent competition has commoditized the roadside assistance product; therefore, retaining current members and acquiring new ones has been stagnant.

Solution

First up was a strategic overhaul involving all divisions of the AAA organization. We then orchestrated an overarching brand relaunch, first with internal audiences, then moving to broad consumer media, to reposition AAA from a commodity to a lifestyle brand. To shift the perception, we launched an integrated campaign, including TV and radio spots using comedian Jim Gaffigan as the voice of AAA, digital out-of-home, transit, social, and a website re-skin. All to let the world know that life’s exclamations of frustration, of joy, of relief are “actually pronounced Triple-A.”

Results

The integrated brand awareness campaign launch has garnered the following results:

• Approximately 140 million impressions, 17 million of those impressions are digital
• Campaign click-through rate was 0.36%, nearly triple the Google benchmark average
• Sales increased by 4% YOY
• As of March 2018, car counts total 13,378 (an increase of 346 cars or a 3% increase YOY)
• As of March 2018, the Average Repair Order (ARO) was $257.54, as compared to $254,51 in 2017.

To support our brand development and launch for Comcast Spectacor’s Spectra division, we developed the corporate website to showcase their high-tech solutions and expertise across three areas: venue management, food services & hospitality, and ticketing & fan engagement.

160over90 partnered with the German discount supermarket chain Lidl to expand its footprint and penetrate the U.S. market for the first time. Lidl is the #1 grocer in Europe and the 4th largest retailer in the world with more than 10,000 stores throughout 27 countries.

Understanding the dramatic shift in grocery with the introduction of online ordering, delivery meal kit services, and new competition, Lidl knew that it had many challenges going into its U.S. launch. Therefore, they engaged 160over90 to develop a brand platform that translated the company’s already successful European philosophy to its U.S. stakeholders, distributors, and customers.

In order to communicate Lidl’s core value proposition of cheaper goods at a higher quality, we developed a brand platform centered around the idea of “Rethink Grocery™.” We saw an opportunity to view discount grocery differently, and to provide precisely what the American shopper was hungry for: change. Rethink Grocery™ is a call to action for shoppers to stop making the same compromises, to stop overthinking the price/quality equation, and to stop shopping at four different grocery stores to find one great deal. To, put simply, shop at Lidl.

Leading up to their Spring 2017 U.S. brand launch, 160over90 was an integral arm of the business, helping to make crucial decisions that impacted not just the design, but the customer and employee experience. We created everything from the HQ environmental design to shopping bags and employee uniforms to advertising campaign creative.

Situation

NRG is an alternate energy supplier with operations spanning across the country, but with a focus in the Northeast U.S. Normally, NRG deploys teams of representatives to educate consumers in free-standing kiosks situated in hundreds of locations, educating consumers and enrolling them in an NRG program. As soon as COVID-19 hit, all in-person customer acquisition was halted, and a program that normally produced upwards of 30,000 customers per year was shut down for the foreseeable future. NRG approached 160over90 to help move a portion if this acquisition effort online, and to capture interested consumers who were seeing alternatives for their home energy needs.

Solution

There was a good deal of urgency to this plan, as new customers were in market everyday, and without a presence in real life (or online), NRG was losing these potential enrollments. The 160 team developed a plan in a little over a week, and was able to get it in market within the next two. The plan was to run for three months with a mixture of paid search, paid social, digital display and digital audio. Due to the lack of in-person education, and the fact this was the first time NRG had approached something like this, goals for the campaign were tempered, but optimistic.

160 began optimizing the campaign on day one. As the COVID situation unfolded, and more consumers were feeling the effects of reduced/lost pay, saving money on utility bills took on new significance. Keywords and search ads were tweaked to account for new search terms coming into market, and as media usage shifted due to the pandemic, vehicles like paid audio were replaced with Google In-Mail and Native. Optimization was crucial, and 160over90 was in the accounts daily making the changes needed to realize the full potential of the campaign.

Results

160over90 was able to drive impressive results for the client. The continual optimizations produced seated week-over-week increases in leads and enrollments. Over the three months, 160over90 was able to realize for NRG the following form the campaign:

• Drove over 321 million impressions
• 682,300 visits to site
• 25,908 leads
• $4.26 Cost-per-visit
• $111.41 Cost per lead
• 2,822 Online enrollments

Lightlife has been creating plant-based foods since long before it was cool. They dominated the relatively small category for decades—until flashy new competitors came along. Today, plant-based is everywhere, but no one does it better or more honestly than Lightlife. It’s a product that parents feel good about serving to the whole family and kids enjoy. Simple. We just had to find the right people to tell that story in a way that would ignite excitement and interest in the brand.

160over90 was able to align the world’s most honest burger brand with the world’s most honest parenting duo—Kristen Bell and Dax Shepard—to remove the stigma associated with telling your kids the truth, and get more parents to feed their kids honest foods like Lightlife. We told the story through “A Taste of Honesty,” a 90-second film that hilariously, and sometimes brutally, showcased the real-life ups and downs of honest parenting. We distributed the campaign across Facebook, Twitter, Instagram, YouTube, and OTT placements such as Hulu through shorter teaser content and :30 spots. We then invited 12 influencers (all parents with young kids) to share their own brutally honest parenting advice across social media, and invited others to join the conversation with #ATasteOfHonesty.

Impact:

• Adweek’s Ad of the Day and Campaign US’s Ad of the Week upon launch
• 2.5MM video views in the first week
• 200MM PR impressions – with no paid media in market – in the first week and a total of
• 338MM across People, Huffington Post, MSN and more
• The online video campaign drove 79MM total impressions across YouTube, NBCU, Hulu, CBS & ABC
• 8-week influencer marketing campaign around #ATasteofHonesty yielded 74 branded posts and an additional 2.3MM organic social impressions

Under Armour was unleashing its most advanced basketball shoe to date: the UA Anatomix Spawn. Backed by a roster of the NBA’s hottest young stars, this feat of athletic engineering would cement its spot both on the hardwood and in the locker room.

At the same time, it was introducing the tech that would form the foundation of its entire 2014 footwear rollout: ClutchFit — a fabric that envelops your foot like a second skin, giving you the confidence to perform when it matters most.

The agency developed a visually engaging microsite that matched the pure explosiveness of the Spawn and explained the technology behind it in a way a player would understand. Using Under Armour’s NBA stars, the agency helped show how each element of the shoe could improve a player’s specific game — cut quicker, land softer and accelerate faster. The result was a site that took NBA-sized game and elite-level technology, and applied it to any court.

We launched the ClutchFit line throughout a yearlong broadcast campaign encompassing football, soccer, basketball and hockey, supported by some of Under Armour’s top stars in their respective sports. Likewise, we helped increase sell-through by translating the campaign to print, in-store, partner and online executions.

Our ClutchFit Basketball video received nearly half a million views. And according to then-UA Chairman and CEO Kevin Plank, the introduction of ClutchFit was one of the key drivers of their 36 percent increase in revenue during Q2 2014, and the ClutchFit Highlight Cleat became football’s #1-selling shoe.

Under Armour, a challenger brand fighting for footwear credibility, needed to make Stephen Curry’s new signature shoe famous if they were to compete with the other giant sneaker brands.

We reimagined the shoe release with a disruptive delivery method that mimicked Stephen Curry’s playing style and his ability to launch from anywhere, at any moment, by unleashing the world’s first sneaker drop via drones.

We created a custom, interactive drone tracking map and sent fans from around San Francisco on a race to find the hidden Drop Zones to secure an exclusive pair of the autographed Curry 4’s. Fans spent an average of 8 minutes on the Under Armour branded Instagram map – leading to an epic cultural moment. In one day, people from over 150 countries explored the map to find the drop zones and millions saw the Drone Drop unfold online, earning massive street cred from sneakerheads everywhere and elevating Under Armour’s footwear to new levels.

Impact:

• Coverage from over 30 media publications including trendsetting outlets in the sneaker culture like SLAM and HypeBeast
• 11.9M media impressions
• Fans from 150+ countries explored the in-app Drone-Tracking Map