Today Bissell announced it has chosen BD'M to handle the launch of an exciting and important new brand. Everyone at the agency who worked on the pitch was so taken by the culture and people and Bissell. And the new product is definitely going to make a statement. We're looking forward to a very good partnership.
So far 2010 is shaping up to be a year of quiet momentum at the agency. In addition to winning this assignment from Bissell, earlier in the year Pulte Group named BD'M as AOR for its Del Webb brand; UnitedHealth Group enlisted us to lead a brand positioning and identity project; and, along with our partners at United Airlines, we just won an EFFIE for our Travel Options campaign.
The people at BD'M have given their all and more this year, and it's beginning to pay off. Let's hope the Great Recession is finally giving way to the Great Recovery!
Sunday, June 13, 2010
Last week BD'M and United Airlines were awarded an EFFIE by the American Marketing Association for the success of its Travel Options campaign.
Travel Options by United is a marketing program that enables customers to purchase a la carte the premium perks traditionally enjoyed only by elite business travelers – e.g., using the faster security line, boarding early, enjoying extra legroom in Economy Plus, shipping your bags directly to your hotel room, lounging in the Red Carpet Club.
The agency's challenge was to launch Travel Options in a way that separated it from things like baggage fees and other price increases airlines had to implement to combat volatile fuel prices and a drop in air travel during the recession.
United and BD'M made this a success by digging deep to understand the product from the customer's point of view, mapping every conceivable touchpoint along the customer's journey, and adopting a very collaborative test and learn approach. But perhaps real magic behind the program was the quirky little word we happened upon: "Opt." This simple idea not only conveyed choice, but became the glue which held together the full range of products and services United offers within Travel Options.
While BD'M has earned a number of accolades during this past year, including a Gold Lion in Film at Cannes and the distinction of being named "Best Small Agency in the U.S." by the 4As, the EFFIE Award represents an agency at its best – creating distinctive work that delivers superior results for its clients.