Some innovative campaigns:
Client: Chrysler, Jeep Patriot
Media: internet/interactive/print
Campaign: Patriot Factor
Chrysler approached Organic to work on a campaign to attract an 18- to 30-year-old male audience to its Jeep Patriot, which was introduced in 2007. The auto manufacturer believed the car would appeal to that demographic partially because it had a lower base price ($14,985) than other Jeep models.
Organic Creative Director Connor Brady says the agency began its research by looking at the lifestyle of the target group and the types of brands and creatives the group responded to. The agency honed in on the rising popularity of comic book culture as a possible way to engage the demographic. What resulted was the collaboration between Jeep and Marvel comics, whereby the more than 130,000 visitors to the Patriot Factor site were able to submit ideas to a crowd-sourced comic book produced for print by Marvel writers and artists. The comic's protagonists, naturally, escaped would-be evil-doers by driving Jeep Patriots. The campaign won a Web Marketing Association Outstanding Website Award and was noted as an Adobe Site of the Day in early March.
Client: Bank of America
Media: internet/interactive
Campaign: Fees and Processes
As banking has expanded from the local branch to the phone to the web, its evolution has been accompanied by an increase in the avenues customers can use to complain to and about their financial institutions. Bank of America tasked Organic with creating a site that would be both a hub for customer feedback as well as a forum in which the bank could explain the most frequent source of customer complaints: bank fees for overdrafts and late payments.
Brady said Organic shied away from the proverbial "Reverse 'L' Website," known best for its left-handed navigation and endless pages of black text. Instead, Organic went for rich video with bottom-of-screen navigation. The site's videos take users through the different phases of their financial lives, from student through retirement. Organic also built into the videos a variety of tools that enable users to search according to specific needs or email info to friends.
Client: Warner Bros. International
Media: internet/interactive
Campaign: Harry Potter & the Order of the Phoenix
Warner Bros. International asked Organic to work on its web campaign to promote "Harry Potter & the Order of the Phoenix," the fifth movie in the Potter series. The goal of the campaign was two-fold: introduce Harry Potter to people who by whatever miracle had not yet heard of the young British wizard and to draw in hardcore Harry Potter fans through character development and participation.
Organic worked with clips and reels provided by Warner Bros. International to create a series of videos and interactive Flash ads, which can be seen at this site. One notable Flash piece enabled users to create and print their own Hogwarts proclamations, modeled after those posted in the movie by the wicked Professor Dolores Umbridge.
The agency's work on the campaign resulted in an OMMA Award for Best Rich Media Campaign.