Come Seek
ROYAL CARIBBEAN LAUNCH
Royal Caribbean needed to attract new people while not alienating their existing customers. I believe the phrase in the RFP was, “Help, our customer base is dying off!” Though I may be remembering that wrong.
A hugely successful campaign by all measures for the clients. 36% increase in new cruisers. $500+ million in incremental revenue. Immeasurable rise in good vibes within the company.
5-second TV
We launched the campaign on Monday Night Football with 5-second spots throughout the game. Then we ran our 30-second spot to tie it all together.
ESPN had never sold 5-second space, so we convinced them to do a little fancy math before they’d take our money.
A few of the :05s
Year 3: pushing against Disney
Zoinks
Outside Google HQ
We bought a lot of fun spaces in NY
Love this space
Yup, another billboard
CD: Me, Rob Kottkamp / CW: Me, Roger Baldacci, Adam Calvert, Kristina Saliba, Allison Rude / AD: Rob, Brian Leech, Pier Madonia, Sean O’Brien