2019 MedAdNews Awards Agency of the Year Finalist

Strategy

by SOUND Healthcare Communications

Hawaiian Tropic: Bringing the Beach Indoors

https://people.com/home/hawaiian-tropic-is-bringing-the-beach-to-you-with-their-new-limited-edition-candle/

Judging by the pics online of the beaches on July 4th weekend, maybe not as many people are sheltering in place as they should, but when people were a bit more risk averse, Hawaiian Tropic wanted to stay top of mind even if people weren’t actively lathering up in their sunblock. They came up with an idea that would make Cosmo Kramer proud…they released a candle to bring the beach inside. To top it off, they donated all proceeds of the $25 candle to American Shore and Beach Preservation Association to help coastal communities and businesses in need. On Brand!

Canada Goose: Cold Room (pre-COVID)

https://www.retaildive.com/news/canada-goose-expands-in-north-america/525902/

In the polar opposite direction of the beach, Canada Goose created cold rooms to let people try their gear on for size. A total immersive experience where customers could test parkas in temps as low
as -13oF. Reminds me of my childhood going to visit my dad, a butcher, in the freezers of supermarkets…wish I had a Canada Goose parka for those visits!

American Eagle and Chipotle: Virtual Prom

https://www.prnewswire.com/news-releases/chipotle-announces-virtual-prom-afterparty-with-david-dobrik-and-25k-scholarship-301054731.html

American Eagle didn’t want to let their customer base down as many high schoolers plan for prom their whole high school lives. So they pulled together some internet influencers and threw a virtual prom through Zoom (featured were TikTok star Addison Rae, Cheer’s Jerry Harris, and a performance from Tinashe…and yes, I had to Google these peeps as I had no idea who they were, but that’s ok since I’m not the core audience). Chipotle then tagged on an afterparty hosted by internet star David Dobrik that featured 10,000 free entrée codes and a special Instagram and Snapchat lens enabling attendees to take a photo with the host…then chat on Instagram Live. After typing this I feel both old and really hungry for a burrito!

Lowe’s and American Idol: Socially Distanced Home Stages

https://www.marketingdive.com/news/lowes-helps-american-idol-singers-build-home-stages-for-season-finale/578105/

I saw just enough American Idol this year with my kids to realize that the vast number of “talent” shows out there have diluted the end product. That being said, American Idol was very quick to pivot and adopt socially distanced finals. Lowe’s home improvement stores quickly chipped in to help the show go on with patio furniture, gardening tools, and lighting to help trick out contestants’ home stages to match each contestant’s personal styles. Fulfilling an unmet need while reaching a huge audience that is primed for renovation. Not too shabby!

Written by SOUND Healthcare Communications

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