Cramer-Krasselt is starting the New Year with a healthy dose of new biz: Matrixx Initiatives, the maker of over-the-counter cold remedy Zicam, has named C-K the new advertising agency of record for the brand. C-K’s Phoenix office will handle brand strategy, creative, digital and consumer engagement. Nielsen reported a spend of $30 million on Zicam in 2008, but spending for 2009 was expected to increase to $50 million in billings.
Cramer-Krasselt/Chicago partnered with client TransUnion Interactive on the development of a new, category-changing online product – zendough.com – and a fully-integrated launch campaign. zendough.com, an interactive tool that organizes an individual’s key financial information into a clear-cut customized snapshot complete with personalized analysis and advice, was developed out of a viable consumer need as the economic events of 2009 forced even the savviest financial managers to reassess their personal finance management routine. While the category conversation has been about credit scores and reports, zendough.com and its marketing effort reframe the category itself. With zendough.com we present a solution that helps consumers take control of their finances and find a sense of peace and order with their money. C-K and TUI developed the conceptualization and story of the brand -– from the name and zeitgeist rules of zendough.com to the product itself – culminating in a multifaceted, ROI-driven, integrated campaign. The engagement strategy connects with a unique type of financial manager – the active and involved – throughout their social graph with high-impact digital efforts and sponsorships, TV, print, media relations and a street marketing effort.
Click play below to view TV spot
