Chili's Art of the Margarita Microsite
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Challenge
Promote Chili’s Bar as the place to go for margaritas.
Solution
Positioned Chili’s bartenders as artisans making the perfect margarita. Developed ChilisMargaritaMadness.com, which encouraged visitors to make their own margarita art.
Results
The site attracted 246,000 visits over seven weeks, with an average time spent on the site of 13 minutes.
Chili's Break the Routine Campaign
Challenge
Increase declining sales in a down economy.
Solution
Conducted research that showed Chili's is viewed as a break from the routine; developed a series of commercials contrasting routine and Chili's.
Results
Increased sales by 5.1% in a single year, as well as improving customer counts by 3% and winning the 2006 Silver EFFIE award for advertising effectiveness.
Deloitte College Recruiting Research & Campaign
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Challenge
Update Deloitte’s recruiting campaign in a highly competitive talent market to attract Gen Z college students.
Solution
Conducted in-depth interviews with the Gen Z audience, utilized insights to write a creative brief, and worked with the creative team to develop the tagline, “The best way there, is here”; created recruiting brochures, films, and event designs.
Results
Increasd percentage of job offers accepted.
Bat Conservation Brand Redesign
Challenge
The Bat Conservation logo was based on the Chinese symbol of prosperity and luck, and featured Chinese writing and bats. The logo did not clearly portray bats as an essential part of the ecosystem and made some potential donors fear this was possibly a fraudulent organization.
Solution
Redesign the logo to highlight the bat’s role in a healthy ecosystem and the need for conservation.