A BRAND VOICE THAT SPEAKS THE TRUTH: The Atlanta Hawks wanted to transform their brand into something that would represent who they are and how they felt about Atlanta. It was important to the Hawks to show their dedication, authenticity and commitment to the fans of Atlanta so they engaged CSE to help them create and spread that message.
TRUE TAKES SHAPE: We boiled it down to one word: True. That word embodied everything the team stood for: True to the game, true to themselves and true to our city. By personifying “True” and giving it a voice, we were able to bring it to life across a variety of mediums including out-of-home, radio and television.
TRUE BELIEVERS: The timing and foreshadowing of this outdoor board was incredible. It launched at season's open as one of the first advertising elements. The Hawks then went on to make believers out of an entire city by posting a franchise-best, 60-win season and entering the NBA playoffs as the #1 seed in the Eastern Conference.
TRUE SUCCESS: Along with the Hawks stellar play on the court, the 2015 season also broke records off the court. "True to Atlanta" was not only a tagline but a rally cry. Along the way, the team witnessed multiple sell-outs and Season Ticket Memberships doubled.
TAKING IT TO THE STREETS: We use outdoor to keep brand awareness high while creatively messaging to the medium. In our playbook, keeping our communication simple and graphically arresting always scores.
For the third year, CSE managed all aspects of the NBC Sports-Sunday Night Football tour, inclusive of procuring and leading the vehicle design, development of all interactive experiences within vehicle, management of events in each market, NFL stadiums gameday executions, and assisted in social content creation. The NBC Sports Sunday Night Football Bus travels throughout the country making stops at local landmarks and events in the host cities prior to the biggest matchup of the weekend, the Sunday Night Football NFL game.
The SNF Experience brings to life inside of the bus what you see on your TV each week, featuring many immersive areas and photo opportunities: a NFL footballs display wall, SNF Highlight movie, Team lockers, Football Night in America Broadcast Experience/Gif Photo kiosk, lifesize NFL player “Photobomb wall” and Microsoft Touchscreen that provide live voting polls, exclusive content and real-time social feed.
AT&T was looking to reach millennials with a passion for music, culture and entertainment through the lens of technology. CSE presented the idea of sponsoring the BET Experience now it’s 4th year (AT&T has been a sponsor for 3 years) which aligned AT&T with a high profile entertainment brand. This blending of millennials and technology further highlighted AT&T’s commitment to the AA consumer and creating customized experiences.
In order to create memorable moments for the AA consumers, reinforce the ‘Mobilizing Your World’ tagline and integrate social & digital media, CSE developed the concept of “AT&T Live”, a 50x50 footprint setup for live performances and personalized sharable content. In addition, the recommendation was made to be a presenting sponsor of the “Genius Talks” providing consumers both on-site and at home (through an online live stream and social extension) the chance to receive knowledge and inspiration from sports, music and entertainment focused celebrities.
CSE worked with Coca-Cola and AMC Theatres to develop a program targeting the teen market. Working in conjunction with other agencies, CSE led the communication and digital strategy that was successful in driving teen incidence in the critical fourth quarter of 2015. Anchored by a digital coupon redemption flow, the campaign drove teens to a site where they could download coupons to their mobile devices. Integrating social queues into the flow allowed teens to share the offer with one another further driving the reach of the program.