DIGO took a marketer’s approach to ending the world’s burgeoning love affair with bottled water, an overpriced and resource-draining product that just ends up overcrowding our landfills.
Our idea was simple: if people had a brand to associate with tap water and could visibly share that brand as a badge of honor, then they would.
Tappening encourages people to “Think Global. Drink Local.” Essentially, we’ve decided to ditch the bottle. And we hope to convince some other people to do the same. It’s a frivolous and wasteful habit, and we think that we could live without it.
The campaign has a website, print ads, a YouTube presence, buzz work and a Facebook page. Tappening also sells reusable water bottles for $14.95 each (Leonardo DiCaprio was one of our first customers). The Tappening movement is even linked to a film about our incessant creation of landfill mass, called Garbage!
So take a look, and feel free to order a good-looking, non-disposable water bottle. (more…)
When DIGO started working with thinkorswim last year, we were bowled over by the staggering technology behind their trading platform. We were also impressed by the level of service they give their customers on an ongoing basis and by the way they cultivate their unique customer base.
thinkorswim’s customers see themselves as a breed apart and, if you’re going to get through to them, your communications have to feel that way, too. So we applied what we call “insider insights” to help guide us to the best solution.
An insider insight sees a transaction from the inside out, from the user’s or customer’s point of view, rather than from the outside in.
Our challenge was to give thinkorswim a campaign that matched their brand and was in sync with their unique customer. So we devised a series of challenges that would lure high-energy, adrenaline-driven investors into thinkorswim’s world.
