Entry

Deluxe As A Verb

Submitter:

Company:

Link:
https://www.youtube.com/watch?v=EUMNqyYamSM

Concept/Purpose of the Work:
The idea was to help transform perceptions of Deluxe, a 106 year old manufacturing company, into a relevant financial technology company by using the brand as an active verb rather than a passive noun. We particularly targeted small to medium businesses, especially entrepreneurs, to create awareness of our comprehensive array of products and services. Basically, the key message is "wherever you are in your small business journey, Deluxe has the products and services to take you to the next level.

Results of the Work:

Preliminary results show over performance in terms of brand awareness and a lift in sales. It is a recent campaign so the results are still on-going. We also created a fictional company with real swag that is currently in high demand.

How the Work Was Delivered to the Masses:
The video was part of a larger digital campaign test specifically targeting small business owners in the NE area. It was hosted on our small business home page, pushed out through facebook and instagram and you tube leveraging both paid and earned media.


Credits:
Laura Qvale: Creative Director
Kelly Bauernfeind: Design Director
Diana Ross-Gotta: Account Director
Jenny Radack: Copywriter
Lisa Crawford: Creative Producer
Creighton King and Sherry Meyer: Production
Johnny Hill: Website User Experience
Wes Walz and Kobby Appiah: Development

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