DOUBLECLICK EMPOWERING ORIGINALS

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DEFINE THE CHALLENGE

  • Internet pioneer has perceptual baggage
  • Needed campaign to re-invigorate and unify
  • Cut through B2B clutter of staid communications

KNOW THY TARGET

  • DoubleClick's target wants to work smarter not harder so they have more time for things they really love to do.
  • Jaded advertising and web publishing professionals
  • Creative thinkers both on and off the job
  • Appreciate products/services that help them get on with it

CAPTURE THEIR ATTENTION

The “Empowering Originals” campaign extended from an internal rallying cry and rebranding program to trade shows, direct mail, collateral, newsletters, online ads and a website makeover. Featuring real DoubleClick clients doing unreal things, the campaign demonstrated vividly how the brand helps its customers work smarter, not harder.

CLOSE THE LOOP

Clients clamored to be featured in the ads that gained a global following. Locally, hi-end direct response programs yielded 25% response rates, open doors and leading to the cross-selling of new services. Trade show executions set records for leads generated and booth traffic, prompting a competing exhibitor to say “put us next to DoubleClick next year!”