Cramer-Krasselt/Chicago’s new “Money Needs Attention” campaign for KeyBank features real customers sharing their personal stories in their own words – and voice. The effort, which includes TV, print, OOH and a microsite (http://www.moneyneedsattention.com), departs from the category norm of aspirational and product-focused messages at a time when people are under increasing financial pressure and in need of solutions to their day-to-day money needs.
While the economy is wreaking havoc on retailers in almost every category, it has presented an opportunity for “value” fashion retailers such as Burlington Coat Factory. BCF’s new agency of record, C-K/New York, found a fresh way to talk about BCF’s offering, preserving its timely and relevant “value” positioning while carving out a unique space for the brand that demonstrates its fashion credentials: using animated buyers to relay the message that BCF is a “smart, stylish shopper, just like you.” Two new TV spots break nationally this month in time for back-to-school.
Briggs & Stratton’s “Diamond in the Rough,” a community relations program managed by C-K/Milwaukee, shares young athletes’ lessons of what they’ve learned on the diamond to help them overcome challenges in life in order to receive a grant to renovate their field. By contrasting a positive message about youth baseball to the negativity of Major League Baseball’s steroid scandal this past year, CKPR was able to gain extensive national coverage -- and one of the winner’s stories was shared on the floor of the U.S. House of Representatives in support of anti-bullying legislation.
