The Roy Rogers Restaurant brand is a household name among most baby boomers, but virtually unknown to most millennials. So, how do you make such a legacy brand appealing to a new generation, without losing the heritage that appeals to boomers? We found a common denominator in the traditionally good values that both audiences share, values that stem from Authentic Cowboy Heritage.
At the core of communications is a simple, folksy greeting: Howdy.
There is no friendlier way to greet someone. It is that openness and informality that we try to project in the messaging for the Roy Rogers brand.
The venues for advertising are radio, social media, outdoor and in-store promotion.
Typically, radio had been used to promote various product offerings. But in addition to focusing on the product, we used sixty seconds to tell a folksy tale about a cowboy and his cowgirl named Dale. This combined good food with good times.
For Roy Roger’s social media, our goal was to increase engagement through serving as a medium of communication between the brand and its customers. For example, our #MemoryMondays post allowed devotees of Roy's, called Royalists, to share their favorite memories at Roy Rogers. Additionally, we frequently post "Royisms," quick sayings that encapsulate cowboy wisdom. Such as, “Don’t squat with your spurs on,” and "Forgive your enemies. It messes with their heads.”
Outdoor had typically been used to provide direction to the nearest Roy's. We did this as well, but added a playful twist to the message.
Thematic Investing is a progressive departure from common Wall Street practice. It examines how the world is changing, determines which companies will be advantaged, and invests accordingly. Thematic Investing anticipates where the world is going, not where it has been. With something this unique, it would have made no sense to create advertising for the idea of Thematic Investing that in any way resembled the typical investment firm ad. So we created "un-advertising."
It began several years ago when the DC Lottery launched scratcher tickets that were named and designed after DC's neighborhoods. The campaign, created by MDB to support the tickets, led with a :60 tour de force that painted a romantic and touching picture of DC's neighborhoods and its people. It tapped into the fabric of the community. Now, the DC Lottery and MDB are doing it again.
This time, the DC Lottery is going to the streets with 2-0-2 and DC Flag Scratchers. And MDB has created an advertising campaign that features a hip, gritty :30 TV spot that captures the pulse and rhythm of DC and the many ways that people here express what they feel about The District through music and dance.
Sometimes, the best advertising ideas come from expressions or phrases that are already part of the cultural vernacular.
We've all heard people make offhanded comments like, "Be right back...unless I win the lottery” or "See you all tomorrow...unless I win the lottery."
The Internet is filled with tweets invoking this sentiment: "Stuck with this lemon of a car...unless..." "Won't be taking that vacation...unless..."
We thought, why not take the line and make it proprietary to the DC Lottery? And put all that social energy to work for the brand?
Coinciding with the opening of the James Bond blockbuster movie Skyfall, The International Spy Museum opened a two-year exhibit featuring the evil villains James Bond has faced over the years.
To generate interest in the exhibit, we used villains and their nefarious plots in a multimedia advertising campaign.
Exquisitely Evil: 50 Years of Bond Villains is the only exhibit of its kind in the United States. To date, it has seen over 1,000,000 visitors and generated over $14,000,000 in revenue.
The District of Columbia is a place that is made up of distinct neighborhoods. In a continuing effort to be part of the fabric of the community, the DC Lottery is celebrating neighborhoods with twelve Neighborhood Scratcher tickets. Each ticket carries MDB-created artwork that has a distinctive scene from the neighborhood it represents. As part of the program, a second chance contest offers a chance to win $500,000 that can be used toward buying a home in The District. Additional new neighborhood tickets will be introduced in the fall.
MDB created a comprehensive advertising campaign to support the program, starting with a :60 TV commercial that romanticizes The District.
The Corcoran Gallery of Art in Washington, DC, is well known for its fine collection of classic and modern art. The building itself is an historic landmark.
What most people don't know is that housed inside the "Beaux Arts" style gallery is the Corcoran School of Art, a surprisingly avant garde community of artists and designers who challenge the status quo. This was something of a secret.
To help jump-start recruiting for the Corcoran School of Art, we needed to project an image that not only honored their classical grounding, but also signaled the irreverent streak that makes them somewhat iconoclastic.
So we created a film that celebrated the "wow" factor of student work, as well as a logo that demonstrated how The Corcoran was reinventing itself.
Luck is out there for us all. It can happen to you anytime, anywhere, as long as you are open to it.
We wanted to create messaging that reminded people that luck is just waiting for them and inevitably, will come, just as surely as the sun rises each morning.
This is what the latest branding campaign for the DC Lottery is all about.
Philosophically, The Washington Examiner is a right of center, conservative magazine in the politically-charged DC region. Their masthead includes a facsimile of the American seal. They wanted to stimulate online readership with a campaign that would not only distinguish them from their competitors, but also be true to their belief in the traditional values of this country. We gave them a battle cry that both conservatives and liberals could relate to and they, as a brand, could support: Freedom isn’t free. The multimedia campaign included TV, Print, Radio, OOH, mobile billboards, and a significant online component using interactive web banners that took readers to the latest headlines, a Twitter feed, and a chance to win a free iPad.
Truth Initiative is an organization dedicated to achieving a culture where all youth and young adults reject tobacco. They speak, seek and spread the truth about tobacco through education, tobacco control research and policy studies, community activism and engagement. They came to MDB for a Holiday email video consistent with their mission.
After a year of depicting national treasures romantically in advertising, we shifted to highlighting the unique, unconventional and unexpected local culture as well.
DC has always been a magnet for people who want to buck the system and change the world. This mindset profoundly influences the local food scene, entertainment and culture like nowhere else in the world.
Many things that happen in life each day are beyond our control. A flat tire. A leaky coffee cup. The rudeness of others. Annoying little things happen all the time.
This observation served as the basis for a wonderful advertising campaign for the DC Lottery, one that distinguished them immediately from two adjacent lotteries in the region who outspend them, Virginia and Maryland.
For those who are victims of the small pieces of bad luck that rain upon the human race, we offered a bright spot in an otherwise not so bright moment--a lottery "intervention."
In short order, the phrase "I need a lottery intervention" resonated with consumers and became part of the vernacular.
You have a lottery ticket in your pocket. You think about whether you might win. You imagine the feeling. You anticipate the moment when you see the numbers, and realize they are winning numbers. Your heart beats faster. Tears of joy come to corners of your eyes.
It is this moment, the moment between anticipation and reality, that we captured in this campaign for the DC Lottery.
In a radio campaign that highlighted the fact that "It's fun to play" the DC Lottery, we created the Department of National Insecurity. Created as a foil, it portrayed a fictitious organization that monitored the "not so much fun" things happening around the world. Try not to laugh when you listen.
MDB began working with the Newseum just as they were transitioning from being a museum about the history of news, to a place that promotes, protects and defends the 1st Amendment.
Our first opportunity was to create a new theme line for them, which we did. "Free Expression Lives" will serve as their mantra moving forward.
Our first advertising assignment was to promote an intriguing statement of free expression. Called "Louder Than Words," it explored the roll that rock music has played in conveying words of protests and promise in our culture over the last 50 years.
Our work took the form of Out-Of-Home, Radio and Online Video.
In a radical departure from advertising the traditional aspects of the nation's capital, we focused on a virtually unknown side of DC--the "cool" side.
To reflect this, we partnered with internationally famous photographer Jim Krantz to capture the unexpected side of DC's local culture in classic, captivating black and white.
As a result, Forbes magazine placed DC at the top of its list of "America's Coolest Cities" in 2014 and it was a banner year for tourism to "Cap City".
As part of the DC Lottery logo, the letter "O" is replaced by a cherry blossom, one of the well-known symbols in Washington, DC, thanks to the annual Cherry Blossom Festival.
Since playing the lottery is fun, and it's always there to provide fun when the desire to play occurs, we decided to have some fun with the logo and animate the cherry blossom to a laughing smiley face. And we wondered what it would be like if someone working in an office happened to get a phone call from that same smiley face, on break from its position in the logo to pop out of that person's phone. In other words, what would happen if "fun" really did call from the DC Lottery?
Heroes is the brainchild of the late philanthropist, DC power broker and parking lot magnate Leonard B. “Bud” Doggett, Jr. Bud wanted to create an organization that looked after the families of those firefighters and police officers who fall in the line of duty. As part of getting the message out, he commissioned MDB to create a short, powerful film that would eventually be screened in every precinct fire department, and Federal law enforcement agency in the nation’s capital. Heroes is an acronym for Honor Every Responsible Officer’s Eternal Sacrifice.
The American Podiatric Medical Association came to MDB to help raise the profile of Podiatrists. We felt they needed an image that displayed a sense of understanding about human nature. Ads reflected the myriad problems that ail the human foot, were observational in nature, and projected wit and humor.
The International Spy Museum is run by real spies--former members of the CIA, FBI, NSA, MI5 & KGB.
In the interest of creating intrigue, it seemed only natural to use those real spies in the advertising.
Our efforts included Out-Of-Home, Magazine, Newspaper and Digital assets and resulted in a 7.03% year over year sales increase.
A comprehensive research study of the DC lottery region and its players revealed that the more consumers see evidence that people actually win prizes of all sizes playing the DC Lottery, the more likely they would be to play.
So we told stories of real people who have won various amounts of money from the DC Lottery. And we told those stories in ways that were charming and humorous, which made their personal experiences playing the lottery even more rewarding.
District Doughnut is a growing business that not only makes the most delicious doughnuts you are likely to find, but has a very simple and rewarding premise for doing so. They are in business to make people happier. It's just not possible to eat a District Doughnut and not feel happier.
The Founder himself gets delight by watching people come into his locations. If someone looks particularly unhappy, he will personally give them a free doughnut to watch them transition into a smile.
MDB believes in District Doughnut. We offered to do some pro-bono work for them. That took the form of posters. We also gave them a theme line that articulated their mantra: Happiness Found.
In an effort to stimulate hotel bookings during February, a month that is typically not big for tourism in the nation's capital, Destination DC has a month-long promotion called Date Nights DC. It's a time when people can get significantly lower prices on hotel rooms than during the summer months.
The goal was to encourage couples to "Get A Room." Because February is also the month for Valentine's Day, it only seemed appropriate that the advertising was romantic in nature.
As for results:
-Organic Google traffic to DateNightsDC@washington.org rose 97% Year Over Year
-Mobile Facebook time on DateNightsDC@washington.org rose 393% YOY
-"28 Romantic Spots Slideshow" traffic rose 9.802% YOY
-Link to "100+ Date Ideas" resulted in 1,089 clicks via Facebook
American University called on MDB to help develop and execute a strategic marketing and advertising plan, with an emphasis on improving graduate recruitment enrollment. The assignment focused on the development of an immediate effort to improve local media visibility with the intent of boosting fall graduate enrollments. The longer term initiative was to help develop a unified presence and voice, through strategic analysis and study of our market to eliminate the stratification of our messages. Successful outcomes included agreement on key message templates to unify our image, increased visibility, developing a collective identity, and enrolling more students.
Samaritan Inns helps homeless people with substance abuse problems rehabilitate and become contributing members of society.
They exist entirely on donations from companies and individuals.
We created an emotionally compelling video to help with fund-raising that pointed out a simple and troubling fact: Every homeless person we see is "somebody."
Lots of people win the DC Lottery. They win at home watching numbers come up on TV. They win on street corners when they remember an instant ticket they forgot to scratch is still in a pants pocket. They win on the spot at a lottery agent. And sometimes, as you can see here, they win while outside on a warm summer evening, lying on a blanket, looking up at the sky, and a shooting star goes by.
Lansinoh is a leading manufacturer of products for moms who breastfeed their babies. Founded in 1984 by a breastfeeding mother, their goal is to do everything they can to make the nursing experience rewarding for mothers. They came to MDB for an advertising campaign that would distinguish their brand as an authority in an increasingly competitive marketplace.
National Geographic is famous for documenting even the most remote corners of the world and embracing some, oftentimes controversial, issues.
Such was the case when they promoted a book called Lost History, in which many of the inventions attributed to western civilization were actually invented my Muslims.
To promote this book post 9/11, we chose the controversial image of a Muslim woman wearing a burka. Knowing that different people see different things when they look at such a picture, we simply asked the provocative question: What do you see?
Since 2004, public support for the use of humane animal research to advance health in humans and animals had fallen 10 points, according to a survey from Zogby International. MDB’s “How cures happen” campaign was part of a national animal research education initiative for The Foundation for Biomedical Research. It was designed to counter the drop in public support for biomedical research. Advertising focused on the great power and shock inherent in the names of the terrible diseases that can now be cured or prevented thanks to the work of animal research. The campaign contributed to a significant reversal in the trend of declining public support. Market metrics from Zogby reported a 49.5% net improvement in opinion among the key target audience (women, 18-34).
Like to get a bonus this holiday? Who wouldn't? Just think of all the fun you can have with a little extra cash to spend.
That was the thinking behind a promotion called Holiday Bonus Bingo.
The game was promoted in radio, with an enthusiastic Broadway-esque tune that celebrated the idea that "We're all getting bonuses this year!"
To play the game, customers downloaded a special app so they could collect a series of holiday symbols and match them to win a bonus when they played DC Lottery games.
Holiday Bonus Bingo was so successful, it generated more downloads than any other app-based game in the lottery industry.
Holiday Bonus Bingo was just another way we help the DC Lottery distinguish itself in DC, as well as in the lottery industry.
As the tourism arm of the nation's capital, Destination DC 's goal is to make Washington, DC the vacation destination for tourists.
Of course, it's no secret that people come to DC to see the monuments. So it made sense to feature pictures of our treasured, historic monuments in the advertising.
Our challenge was to do this in a new and compelling way.
Using pictures bathed in soft morning light, monuments began to evoke a sense of lasting dignity. And carefully-crafted words elicited strong patriotic reminders of just how important these national treasures really are.
Viewed as a whole, each advertisement presented a strikingly beautiful page, projecting an image unique to Washington, DC.
The DC Lottery's Hot Lotto game offers a million dollar jackpot prize. But when they developed a promotion that said, "If you win the jackpot, we pay all the taxes," that became fodder for a unique creative approach in radio. Fashioned after a "Dr. Seuss-like" story, the commercial posited a world where there were no more taxes to pay.