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Archive for June, 2013


Amazing Moves Year 3 Recap

Thursday, June 27th, 2013

In 2011,  as you may recall, FiG launched a new brand and website for Amazing Moves Moving and Storage.  Since the launch, FiG has continued to work with Amazing Moves through a search engine optimization, or SEO retainer.  Next month marks the completion of the third year on retainer and we have seen a lot of improvement and success in the past year.

Project:
After launching their new website, it was very important for Amazing Moves to increase the visibility of their site within search engines and FiG helped them do this through continued SEO work over the past few years.  Since the nature of the internet is always changing, it is important for SEO to be an ongoing effort and Amazing Moves has seen some great results because of this.

Results:
A year over year comparison of traffic from March through June shows us some of these results:

  • Overall traffic and visits to the site have doubled

  • Non-branded organic traffic is up 15.46%

  • Year over year form completions increased by 6.82% and, including both form completions and phone calls generated by organic search traffic, the total conversion rate was 22.86

  • As for social media, Facebook grew by 48.3%, almost doubling ‘Likes’ from the previous year, while Twitter followers grew by 71%

The trends also show an overall increase in mobile views of the site this year, doubling that of the previous year.  With this in mind, a next step would be to make the Amazing Moves site mobile friendly either by responsive web design or a separate mobile site.

Overall, FiG is very pleased with the success of the Amazing Moves website over the past few years and we hope it continues as we look to the coming year and the company’s busy summer season.

If your website needs a refresh or Search Engine Optimization help, contact FiG to see what we can do for you!

Intel Gets a New Slogan

Tuesday, June 25th, 2013

At the beginning of this month, Intel, which has used the slogan “Sponsors of Tomorrow” since May 2009, announced they have a new slogan, “Look Inside.”  This new slogan seems to be just the beginning of a deeper look into the brand strategy.

Why Change?
Vice President and chief marketing officer Deborah Conrad explained to New York Times the reason for the change, stating that “Sponsors of Tomorrow” did not speak to the companies heritage or the company’s current products.  Intel felt the slogan was not doing all it was meant to do.

The new slogan better reflects the ‘Intel inside’ co-op program that the company has been running since 1991.  As companies purchase Intel chips to use, such as Dell who puts the chips in their computers, Intel sets aside a certain dollar amount to reimburse the chip customer for any ads that include the ‘Intel inside’ logo.  Not only is the new slogan directly related to ‘Intel inside’ but it also speaks to current products and customers.  It is a call to action, inviting to old and new customers, and strategically speaks the brand promise of innovation.

The Bigger Picture
The slogan seems to be only the first step for Intel in creating a more cohesive and strategic brand identity.  For years the company has used various agencies for campaigns, deciding on a case by case basis who would run each.  Now, looking for a more consistent message, Intel has chosen an agency of record, San Francisco based agency Venables Bell & Partners.  The goal is to really look at the brand and decipher who Intel is and what the brand means.

Keep an eye and an ear out for Intel’s “Look Inside”.  Based on previous years ad spending, we can image we will be seeing a lot from Intel!

If you are looking to strategically build your brand identity, FiG can help!  We use market research to help develop your brand in order to reach your target audience.  Contact us today to find out more.

Agency Rebrands Chemotherapy as ‘Superformula’ for Kids

Tuesday, June 25th, 2013

Children battling cancer are already viewed as superheros in many eyes, and worldwide ad agency JWT is helping them to see this for themselves by rebranding chemotherapy as a superformula.

JWT Brazil has two very special clients who have come together in a three way collaboration to create a new, more positive experience for these kids, hitting a home run with branding and marketing along the way.

Clients, Warner Bros. and the A.C. Camargo Cancer Center of Sao Paulo, joined together with JWT Brazil to create a super-powered cure for kids with cancer.  Working in collaboration with doctors, the team developed superhero covers for intravenous bags used during chemotherapy, each cover representing a character from D.C. Comics Justice League.   The idea behind the covers is to help the children overcome the pain, problems and fear that comes with their experience.  The covers are meant to facilitate learning about the treatment and ideally to be less frightened of chemotherapy.  Instead of fearing the treatment, the kids can see it as getting their “powers”, or health, back from their ‘Superformula’.

Warner Bros. even produced special comic books for the children where they can see Batman, Superman, Wonder Woman and more going through similar experiences and regaining their powers through their ‘Superformula’, just like the kids have in their covered bags.

To top the whole thing off, the hospital’s hallways and doors were decked out in the same super hero theme and the game room was transformed into a Hall of Justice, requiring a special access for the kids to enter.

This collaboration has definitely yielded an outstanding and hard to beat brand campaign.  Check out a the video below for a look at the campaign.

Live Photoshop Prank Is a Hit

Friday, June 21st, 2013

You are minding your own business, waiting for the bus and you look over to see yourself on a bus stop billboard.  A little freaked out?  You would think so, but a few individuals in Sweden seem to find it much more entertaining.  In promotion of their Creative Days events,  Adobe teamed up with Swedish Agency Abby Norm and Photoshop wiz Erik Johansson to create a “Street Retouch” stunt.

Hidden in a van close by, Johansson’s accomplice photographer secretly snaps images of unknowing pedestrians at the bus stop as he works away on this computer.  The best part comes as the individuals see themselves on the billboard, just feet away, and react with smiles, laughs and picture taking.

Unlike a few other prank advertisements we’ve seen that use fear or flight response to get their point across, this one takes a much more carefree approach, leading to a positive experience for all.  It seems to even brightened one gentleman’s day, as he goes from grumpy faced to full smile seeing himself morphed within the billboard.  With the ‘victims’ less like victims in this scenario and more part of the project, this Photoshop prank is definitely a success, showing the potential of Adobe’s products with an innovative product demonstration.

Check out the stunt below!

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