In 1947, Polaroid became the leading innovator in photography by making the first ever camera that developed pictures in a minute or two. After many years of success Polaroid filed for bankruptcy in 2001. The failure of Polaroid was simple- it was really just a great product, but never a great brand. Around the same time that Polaroid was creating cameras, BMW started branding themselves as “ The Ultimate Driving Machine.” By doing this, BMW has successfully changed their brand image from building aircraft engines to building cars.
To become great, a product must evolve into a brand. By becoming memorable, a brand will succeed in areas other than what was intended. Building a brand means you are building recognition and setting yourself above the competition. At Johnson Gray we re-brand companies as a whole to make them last a lifetime. We are growing companies into brands one step at a time.
With Pinnacle Capital Mortgage being our third rebrand this year, we decided to go with…get ready for it (drum roll on whichever office appliance is in closest proximity)…a simple, clean, and all around better look and feel.
Pinnacle Capital Mortgage is structured as a parent company to Peak Mortgage and Alpine Mortgage Planning. The JGA team saw an importance in creating brand consistency between all three conglomerates yet give each branch the opportunity to customize their individual sites separately. Each site went under some much needed spring cleaning, along with logo enhancements, testimonials, and a nifty mortgage calculator. Usability is another noteworthy improvement with the addition of mobile friendly sites and an advanced mapping system to easily locate offices and affiliated brokers across the country.
PIH Health recently engaged their diverse community with an extension of their cross-cultural Medicare campaign. Serving the Los Angeles County with their network of hospitals, urgent care centers and physician groups; the seasonal arrival of Medicare Open Enrollment meant the timing was right for an informative campaign. Their goal being to engage their senior community by offering informational seminars on various health and wellness topics, educate their community on the benefits of staying active and healthy, and assist in simplifying the at times complicated Open Enrollment process.
The Johnson Gray team met this complex situation head on by starting with both qualitative and quantitative research. With expertise in pinpointing and implementing multicultural media options, we achieved high efficiency and reach for PIH Health’s ethnically diverse target audiences. Our strategy helped catapult this noteworthy campaign with print, online, outdoor, TV, digital, and direct mail pieces in English, Spanish, and Chinese.
The creative concept made an emotional appeal that resonated culturally within each group. Collateral portrayed people enjoying healthy, active lifestyles. This was in line with PIH Health’s desire to inform prospective users of available resources and help them make the best choices for their healthcare needs.
As a dedicated group of multicultural Vikings, the Johnson Gray team was excited for PIH Health to see a notable increase in attendance at their personal wellness workshops, even surpassing forecasted numbers.
The month of January is named after the Roman god Janus who is usually depicted with having two heads facing in opposite direction. One head to look back at the year behind us, evaluating our regrets and celebrating our successes and the other to look forward to the future year to make resolutions and hope for the best.
In honor of the head looking back and focusing on agency accomplishments we asked President of Johnson Gray Advertising, Will Johnson, to share one of his most memorable creative accomplishments.
Exactly 20 years ago in 1994, Will launched a campaign for Daniel Freeman Marina Hospital, who is still a client with a slight name change, Marina Del Rey Hospital. The “Chest Pain” campaign was well acknowledged and received numerous national awards including an OBIE (Outdoor Advertising Association of America) for the outdoor board in 1995.
Oh, crikey! The Johnson Gray team is at it again with a spiffy rebrand for client, Australian Swim School. For over 35 years the Australian Swim School has been bringing advanced swim training techniques with a fun Aussie twist to families in Southern California. Having four separate locations, their philosophy remains unchanged: To offer developmentally appropriate teaching techniques with an excellent customer experience.
The client turned to Johnson Gray for assistance in coordinating their marketing efforts to re-create their brand, renovate their website, and generate awareness for the opening of an additional swim school. A rebrand was achieved by freshening up all brand components—a renewed and modernized logo, fun and lively imaging, and a visually appealing yet highly functional website. Exposure for Australian Swim School’s new Santa Ana location was acquired through print ads, outdoor vinyls and additional promotional signage, and social media marketing.
Alter-G has brought moon-walking back in style with their seemingly futuristic innovation of the NASA inspired Anti-Gravity Treadmill. This nearly unfathomable device uses air pressure to offset 80% of the user’s body weight in lower extremity therapy and training. Alter-G’s Anti-Gravity Treadmill offers benefits to several different markets; having specifically targeted advanced and professional athletes, they have secured allegiance from Kobe Bryant, Lebron James, Manchester United and numerous other talent.
In addition, the company recently acquired their newest product, a Bionic Leg robotic assistance device for neurorehabilitation and physical therapy. With the acquisition of the Bionic Leg to the Anti-Gravity Treadmill, Alter-G’s innovative product portfolio has yet to meet a direct competitor. They recognized an urgency and relevance in defining their brand and paralleling its message with their company culture. Alter-G’s concern was that the look and feel of their brand was cold, dark, and disconnected; having no clear message. Their website was difficult to navigate, lacking consumer appeal and engagement. Alter-G’s brand was in need of a facelift.
A total rebrand is a hard task to take on, but not one too hard for a Viking. Always remember that Vikings are superior to pirates but equal to ninjas. Putting our helmets down and our thinking caps on, the Johnson Gray Team positioned Alter-G as a game-changer. We viewed the absence of light in the company’s branding to be the opposite of what Alter-G stands for. We wanted to highlight the inspirational and touching testimonials while offering an encouraging atmosphere to prospective users. By lightening up collateral, we captured the weightlessness component of the product into Alter-G’s brand messaging. With a complete web revamp we created a modern allure while increasing usability and translated all “medical speak” into more relatable language. Our specific strategy evoked messaging to reveal that ordinary people are surely capable of making astonishing accomplishments. Alter-G truly is “changing the way the world rehabs”.
In support of Breast Cancer Awareness Month, Johnson Gray collaborated with new client, Huntington Hospital to produce their “HuntingtonForHer.com” website to celebrate survivors and encourage fighters.
Our swift turnaround campaign included signage for last week’s event, “Paint the Wall Pink”, where over 200 loving supporters covered a 4,000 square foot wall with pink handprints. In addition to visual support at the event, JGA created support collateral for Huntington Hospital and print ads featured in the Pasadena Star News. All of which highlight the “Huntington Difference”: innovative solutions that center on every individual need of each unique patient, from cutting-edge treatment to holistic healing approaches to secure exceptional clinical outcomes.
The Advertising community had a entertaining and interesting April Fools run. Major companies like Google went all-out and others pushed their jokes on YouTube commercials, Facebook and their websites.
Googleâ€™s videos that described their â€œApril Foolsâ€ jokes left an impression of realistic sarcasm. Before you watch their videos for Google Nose Beta, the You Tube contest or Google Treasure Maps View you may feel that perhaps, because they are Google, they did invent it, or maybe it is true. Most people go to the Internet to check their sources and search through Google. Google is what the majority of people depend on when doing searches, so the likeliness of being caught as gullible before you read more or watch the videos is a bit greater. The employees of Google are so called experts, so if you were to fall for their April Fools stunts, you won’t be judged.
Check out how Google and some others tried to fool you this April 1, 2013.
YouTube Best Video Ever and Shut Down
Treasure Mode with Google Maps
Virgin Atlantic launches the worldâ€™s first glass bottomed plane ever
Verizon FiOS launches FiOS Hipster
Han Solo Frozen in Carbonite Pop-Tarts
Toshiba has created the Shibasphere, a gaming console that’s a game-changer.
Capital One Canada announces the Cocoa Rewards Mastercard
BMW (UK) announces the latest edition to its lifestyle collection â€“ The BMW P.R.A.M.
Skype introduces Skype Into Space
New York Ad agency, Mother New York named the Illuminati as their new client.
What a great organization. Our Ads for The Blind Children’s Learning Center.
Everyday we are constantly inundated with product placements and embedded advertisements on that little thing we like to call “the tube”. Well, the big screen meets the silver screen in a whole new way as of late with the recently aired advertisements for companies like Coors and Target. Here are some interesting, new, and trendy ads that incorporate the best blockbusters and these innovative brands. Take a look at these two ads that catch your eye and take product placement to a whole new level!
So, now that you’ve seen the ads, what do you think? Is this a fun, great way to incorporate product placement? Or is it too obvious, and in the way of the movie or the brand? Its up to you to decide!
Post by: Allison Daino