First, the birthday had to feel like a big deal.
So we updated the classic Reeves logo to include large “50th Birthday,” firework and balloon elements. Placed on every group asset beginning in early February, this birthday identity set the stage for what came next.
And what came next was an integration with the biggest game in town — the Super Bowl, conveniently hosted in Tampa. CBS was broadcasting the game, so we partnered with local CBS affiliate WTSP to develop a custom 3-week promotion that put the client’s brand and birthday at the center of the coverage leading up to the Big Game.
With the birthday kicked-off strong, next came TV commercials, co-branding, animation, social media identities, billboards, print ads, website takeovers, gift cards and more. You name it, we integrated the 50th birthday with it to make it feel special. And what’s followed has been five straight months of record-setting sales volume.