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Glidden® Paint Website Development
Glidden.com was named Best of Show 2010
by the Web Marketing Association
AkzoNobel Paints came to hfa with a major task – support an initiative to reinvent the Glidden Paint brand among the DIY audience by launching a newly imagined glidden.com website.
The objective was to raise awareness and, most importantly, inspire confidence. Research found that this audience wanted expert help in finding their style. Glidden.com would provide them with a simple, fun and easy process for choosing colors and assembling a "Stuff List."
The centerpiece of the redesign is the Glidden Room Painter, an online tool that allows users to sample various paint colors in a wide-open room environment.
Users choose colors from 282 virtual paint chips. A "Flip The Chip" feature allows them to find professionally chosen complementary colors to help create an overall color scheme.
The Top 10 page has pre-selected color palettes with themes like “Feels Like Home” and "Quiet Time."
Paint amounts, supply needs and favorite color schemes are saved on a "Stuff List." Users may share color schemes to gather opinions and ideas. And a store locator indicates where they can make their purchases.
"hfa's re-imagining of Glidden.com has been crucial to the renewed success of the Glidden brand."
Rob Horton, Vice President of Marketing, AkzoNobel
Archerfish Product Launch
Archerfish developed a new high-tech product to bring to market. But the launch of the cutting-edge Archerfish Solo video surveillance system presented an age-old problem – how to generate as much awareness as possible on a strict budget.
With three months to make it happen, Archerfish needed effective solutions with little margin for error. hfa was up to the challenge – and delivered a launch plan with serious impact.
The creative campaign was sleek, clean and conversational – appealing to a tech-savvy audience.
Online advertorials and website takeovers delivered the message to high-traffic digital touchpoints.
This screen in Times Square generated around 20,000 impressions a day, making it a premium location for mass brand exposure.
Amazon.com sold out of the initial order of Archerfish Solo video surveillance systems.
Akron General Rebranding
One of Akron's most esteemed hospitals, Akron General, was facing stiff competition from multiple healthcare institutions aggressively expanding their field of influence into the Akron area. Akron General’s challenge was daunting: How could they build preference for their brand while promoting the importance of making informed choices when selecting a hospital?
hfa responded with a dramatic and far-reaching campaign that cut through a sea of marketing sameness to empower consumers, reinvigorate the brand and increase preference for Akron General.
An introductory print campaign with the tagline "The Choice You Can Believe In" showcased key Akron General physicians, employees and volunteers.
Acknowledging that people don’t like emergency rooms waits, hfa used digital billboards to share current average wait times at Akron General ERs. Wait times were also available on Akron General's website.
To get consumers thinking about their health, Akron General's multi-tiered campaign included informative web banners and takeover pages.
Rated “Most Preferred Hospital” for 14 years
Liquid Nails® Making It Stick
The LIQUID NAILS® Adhesive brand needed invigoration after a two-year period of relative silence. The goal was to re-establish its position as an industry leader by building interest among contractors and growing brand share.
hfa responded with caulking guns a-blazing. A revamped website and multi-media campaign were just the beginning. Inspired by audience insights, a unique traveling event delivered powerful, hands-on demos, drove purchases and elevated brand engagement to a whole new level.
The new website included separate Pro and DIY pages with content and tone specific to each audience.
A strategic media spend maximized the exposure of the evolving campaign, including expansion into the Hispanic market.
Events outside home improvement stores nationwide captured contractors' undivided attention and convinced them to switch brands right then and there.
GOODYEAR WRANGLER MT/R with Kevlar Launch Planning
hfa helped Goodyear breakthrough the intensely competitive off-road tire segment with the launch of the new Wrangler MT/R with Kevlar. A comprehensive online campaign strategically targeted 4x4 enthusiasts who are notable online researchers and heavy influencers on blogs and forums. The campaign rallied the off-road community and re-crowned the Wrangler MT/R with Kevlar as the king of
off-road tires.
"hfa helped launch this new tire and take back our market share in the off-road tire segment." – John Lee
This banner ad featured mini-site navigation to promote the new tire and make relevant connections with the off-road community.
Featured in Goodyear's "Know How" tablet, retailers had a sales tool to show customers the innovations in this new tire.
This interactive banner ad let visitors visualize their Jeep by changing the color and tire size of the vehicle.
