Opportunity

Investment company Shamrock Solutions funded the production of a premium, oversized collectable coffee table book celebrating the genre and its global impact. Frontline was engaged to provide and launch strategy and to manage the US launch and develop affinity partnerships to drive awareness, relevance, interest and purchase of the book. Frontline’s role was expanded to include the distribution management and integrated marketing of the book beyond the launch.

Plan

• Developed book strategy including target audience, integrated marketing programs and online engagement plan to serve as blueprint for all activities.
• Developed campaign creative look and feel.
• Designed, developed, tested and launched Hiphopculturebook.com website to showcase the book and serve as the online purchase portal.
• Identified and negotiated relevant broadcast and online media partnerships (BET, Allhiphopcom, Live Nation, Black Enterprise, etc.) to drive interest and online traffic to purchase portal and to online social media environments.
• Built back-end management tool to track incoming site traffic and manage partner metrics and compensation.
• Enlisted industry artist and influencers to support and endorse book in marketing programs.
• Created and launched platinum edition of the book around holiday season to boost media interest and to expand the portfolio of offerings.

Results

• Book Sale up 447%
• Facebook likes up 24%
• Twitter followers up 21%
• Platinum Edition Launched

Opportunity

Leverage Amazon’s loyal technology shopper base to drive consideration and purchase of a new collection of Windows based laptop PC’s during the Holiday 2008 season. Position Amazon as a preferred online destination for PC purchases.

Plan

• Design an Amazon customer exclusive catalog that features the Choice PC collection of products that are Microsoft tested and experience enhanced to drive online traffic.
• Design online email blasts that feature Choice PC products and offers only available on Amazon.
• Develop an Amazon based sitelet improves the customers online PC shopping experience, decision making process and sell-through. Delivered to over 2MM households.

Results

• Delivered first of its kind integrated PC campaign in partnership with Amazon.
• Staples sell through of Select PCs have increased.
• Early results show an increase in Amazon PC site traffic.

Opportunity

Leverage the momentum and success that ASUS was having in the EeePC space as a platform to announce their latest Fashion forward high-end EeePC NetBook to technology industry and fashion influencers in the US.

Plan

• Create an upscale launch experience which gives media and select VIP’s the opportunity to be introduced to the ASUS products in an interactive way.
• Event theme and execution designed to reinforce ASUS’ brand position as an innovator and leader in the NoteBook and NetBook industry.
• Target key media and influencers in the business, technology and lifestyle industries that result in positive exposure for the ASUS brand.

Results

• Valuable one-on-one engagement opportunity created with key technology industry and lifestyle press in attendance.
• Press coverage garnered in targeted press outlets, and new opportunities uncovered resulting in increased media impressions.
• Increased brand exposure and relations between ASUS and the lifestyle press and influencer segment.

Opportunity

ASUS, although succesful in Europe and Asia, has little brand awareness in the U.S. and wishes to launch their compelling line of fashion laptops.

Plan

• Determine if US market has a latent demand for Fashion PC offerings.
• Benchmark best-in-class companies who have launched fashion technology products and garner learnings that are applicable.
• Assess if ASUS can launch their brand in the US with a differentiating and compelling enough proposition to “break through”, and if so propose how.

Results

• ASUS brand positioning and go-to-market plan recommended and approved.
• Successfully introduced ASUS’s fashion laptops at PROJECT and COTERIE ‘07.
• Achieved prime media placement with over 50M media impressions: BET The 5ive, Los Angeles Times, WWD, Nylon and Wear Magazines.
• Initiated potentially valuable relationships with media, fashion influentials, and high end fashion-conscious consumers.
• Over 75 products sold online through post-event email blast to over 2,000 contacts at average ARPU of $3K.

Opportunity

Cable & Wireless (CW) and BET partnered together in a unique, first of its kind, regional sponsorship designed to leverage the appeal of BET and BET Jazz as well as Cable & Wireless endorsed artists and celebrities to drive appeal and demand for Cable & Wireless products and services and increase engagement among viewers.

Plan

• Create 3 CW branded television shows, called Island Roam to be shown on BET, BET Jazz and local networks produced from popular island festivals and music events and hosted by Cable & Wireless endorsed celebrities.
• The 3 episodes to cover Reggae Sumfest (Completed), Barbados Crop Over (Completed), Trinidad & Tobago Carnival.
• Develop a Watch & Text-to-Win contest based upon the content from the telecasts.
• Winners from Jamaica SumFest and Barbados Crop-Over telecasts to win all expenses paid trips for 2 to Trinidad Carnival in Trinidad and winners from the Trinidad Carnival 2006 telecasts to win an all-expenses paid trip for 2 to the BET awards show in L.A.
• bMobile customers to request a question on the shows by texting the word ‘BET’ to short code 238 (4444BET in Jamaica), a question to be sent to them and a correct answer texted back gains entry into the draw for the prize.
• Premium text prices were able to be put in place for Jamaica, East, and Cayman.
• Promotion to be supported by TV (BET produced spot) Press and Radio.

Results

• Exceeded projected increase in text revenues and in-store sales.
• Heightened interest and momentum for bMobile brand and BET.
• Increased exposure for the Caribbean culture and tourism and C&W roaming services in US.

Opportunity

Develop an experiential, transactional, premium direct mail catalog to drive sales of Windows Vista Premium PC’s and complementary “attach” products at Circuit City retail stores during the Summer 2008 season.

Plan

• Design a catalog that elevates and enhances the brand imagery and value propositions of Windows Vista, Circuit City and Firedog installation services.
• Showcase Windows Vista target scenarios with complete solutions including premium PC’s and “attach” products.
• Drive sales of featured products and services at Circuit City.

Results

• Delivered turn-key project including: strategy, innovative design, imagery, copywriting, print vendor selection, management and mailing.
• Completed on accelerated 2.5 month timeframe from start to catalog drop.
• Mailed on schedule, due in 2.5M homes on May 19, 2008.

Opportunity

Generate awareness for the launch of Cover Girl’s Queen Collection Cosmetics while amplifying Cover Girl’s partnership with mega-star Queen Latifah.

Plan

• Develop a compelling and interactive consumer experience that drives awareness for the “I Am A Queen” campaign.
• Recruit key retail partners to help build consumer excitement at the point of purchase.
• Utilize key influencers, celebrities and distinguished press outlets to create buzz.
• Produce local “Queen for the Day” pampering events in key markets, at high profile events.
• Radio Interventions, Award show event tie ins, Red Carpet and Ambush Makeovers.
• Provide consumers the opportunity to be “Queen for the day” at tie-in events in local markets.

Results

• Broadened awareness among target consumers and retail outlets.
• Increased community profile for the brand through charitable contributions made to various local and national non-profit organizations.
• Established relevant media exposure for the Queen Collection brand in various markets across the U.S.

Opportunity

New revolutionary, all-in-one PC product scheduled to launch in four months nationwide with no strategy or launch plan.

Plan

• Determine the key product target segment(s).
• Develop category and product positioning strategy & plan.
• Create Out-of-the-Box ideas that will generate “buzz and momentum”.
• Recommend breakthrough integrated programs that will ignite influencers.
• Align three partner companies (Microsoft, Intel & Gateway) to strategy & plan.

Results

• Product launch plan approved and activated.
• Product logo & guidelines developed.
• Partners aligned to cohesive launch strategy & plan.

Opportunity

Create a national Multi-Market lifestyle based program to increase brand awareness, preference and drives case sales of Martell Congnac while providing promotional support for the national “Rise Above” advertising campaign.

Plan

• Developed an engaging consumer and retail experience that personifies the essence of the campaign by honoring and celebrating accomplishments of successful individuals not traditionally recognized by the mainstream media.
• Built a successful sampling program that was replicated in 24 markets.
• Elements included:
• Record company partnerships which created “cache” for the Martell brand and provided a showcase for their artist.
• “Invitation Only” events with celebrity appearances & proactive Public Relations. Product sampling.
• Branding & Merchandising.
• Created and implemented an in-store product sampling program to increase case sales.

Results

• Increased distribution to 876 new retail accounts throughout the U.S.
• Established brand relevance among target consumer.
• 16% increase in sales volume within specific on and off premise accounts.

Opportunity

In follow-up to the successful launch of Softwear by Microsoft and a newly formed partnership with Common, the Windows group wanted to build an event that leveraged that momentum to connect Windows to the young professional segment 25-44. Armed with data about these young achievers, Windows determined that a benefit concert would be an ideal way to connect to the segment. Pre-negotiating a partnership with VH1 Save the Music Foundation and Hard Rock Café, Frontline was then engaged to build the event from start to finish.

Plan

• Strategy and planning on how to best message and activate within budget parameters.
• Manage partner relationships internally and externally to produce an event where every one wins.
• Prepare activation plan and execute all facets of event negotiation and production including:
Event name & messaging, presentation video, post event video recap, event promotion and POS, Ticket pricing and sales, radio advertising and promotion, lifestyle and social marketing, celebrity outreach, PR Support, photographers, videographers and brand ambassadors, Microsoft experience lounge design, pre/post event survey development & execution, talent management, on-site set up, management and tear-down.

Results

• Ideated “Musicology 101 – Celebration of Technology & Music” as event name and mantra.
• 15% increase in donation to VH1 Save the Music Foundation realized through sold out venue at LA Hardrock, their first ever.
• Over 1200 consumer experienced the Windows Brand:
• 97% reported learning something new about Windows.
• 56% reported increased awareness of the range of Windows capabilities.
• 60% reported likelihood of purchasing a Windows PC within 12 months.
• Efforts yielded over 22 million media impressions.

Opportunity

Develop an integrated experiential campaign to create consumer awareness and excitement for the release of Grand Theft Auto 1 & 2 video game release.

Plan

• Target large arena lifestyle events such as “WCW, WWF and ECW” wrestling matches, Rock, Metal and Hip Hop music concerts to do product demonstrations.
• Deploy fully wrapped, interactive mobile advertising vehicles in venue parking lots, set up gaming consoles on artist tour buses and inside VIP lounge area.
• Produce and distribute Rockstar branded mix cd featuring music of Rock & Hip Hop artists.
• 1 mobile advertising vehicle routed in market 2 days before tour arrives, visiting key locations and distributing premiums.
• 2nd mobile advertising vehicle to follow tour bus, promoting at all tour stops (radio station, music retailers, etc.).
• Partner with record company and radio stations to arrange GTA tournaments between artists and fans.

Results

• Over 2.5 MM GTA1 games sold.
• Over 95,000 units of GTA2 pre-ordered (largest of any video game release at the time).
• Frontline lifestyle integrated approach incorporated into all future Rockstar releases.

Opportunity

Develop and procure a national merchandising program and promotional elements to support the launch of all new Seagram’s Gin and Gin & Juice Flavors, including Seagram’s Lime Twisted Gin, Seagram’s Gin & Juice Purple Rage, Seagram’s Apple Twisted Gin & Seagram’s Orange Twisted Gin.

Plan

• Create unique and relevant promotional themes that create a buzz among specific target demographic and encourage consumer purchasing decisions.
• Design promotional elements to support and express the theme of the program, illustrate the brand’s image and engage the consumer.
• Procure all program merchandising & promotional items.
• Develop merchandising program execution manual to ensure consistent program execution nationally.

Results

• Company-wide adoption of merchandising program and executional elements.
• Enhanced Seagram’s Gin brand image, awareness and preference.
• Increased case sales, preference and penetration among target consumer.

Opportunity

The PC industry continues to experience declining revenues and margins on PC products. Like other technology categories, there is an opportunity to increase interest, sales and profits by offering consumers products that reflect their personal lifestyle. Microsoft wanted to lead the PC Fashion Revolution at one of the world’s largest consumer electronics shows.

Plan

• Showcase and create excitement around the most fashion forward Windows Vista based PC’s at the Consumer Electronics Show 2008.
• Global call for submission, celebrity judges and award presentation.
• Supporting brochure, video and live fashion show.
• PR outreach support.

Results

• Created excitement around Windows Vista at CES 2008.
• Changed perception of Windows Vista based PC’s in terms of style and aesthetics.
• Garnered significant media coverage: WallStreet Journal (front page), MSN (home page), BusinessWeek.