Captains of Industry » Consumer

Creighton Farms Website

Tue, 09 Mar 2010 22:13:21 +0000

Southworth Development, a Boston-based luxury real estate developer, contracted Captains of Industry to design and build a new website for their Creighton Farms development on the Jack Nicklaus Signature Golf Course in Virginia. The website was designed to give potential homebuyers a look into life at Creighton Farms, with a particular emphasis on the beautiful photography of the area and homes. To make it easy for the people at Southworth Development to update and maintain, Captains programmed the website on the Drupal Content Management System. Complete with a media center to showcase the story of Creighton Farms, photo galleries of the available architectural styles, the golf course, and the surrounding area, and interactive maps of the location and golf course, the Creighton Farms website captures the spirit of Creighton Farms: elegant luxury.

D Stop Microsite

Wed, 23 Sep 2009 13:30:58 +0000

Dunkin’ Donuts had always relied heavily on TV advertising to reach consumers. But with TiVo coming on strong, and more customers using broadband Internet, the folks at Dunkin’ knew they needed to add some fresh new approaches to their traditional marketing mix.

Captains created The D Stop, a micro-site that features engaging web content: short interactive comedy films and animations, video e-cards, quizzes, prizes, offers and more. The most fun part was an interactive tutorial for the language of Dunkinese, a form of sign language known only to caffeinated Dunkin Donuts lovers. The D Stop, in effect, turns the traditional ad model on its ear; instead of paying media companies to run ads on their channels, our web content turns DunkinDonuts.com into its very own channel. The entertainment has been carefully crafted to reinforce the Dunkin’ Donuts brand in subtle ways, building customer loyalty while laying the foundation for ongoing opt-in e-mail communications. D Stop email promotion click-through rates were five times higher than the industry average, and D Stop visitors stayed on the site four times longer than they did on the corporate site.

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Print ad for media buyers

Tue, 22 Sep 2009 21:07:36 +0000

Getting media buyers comfortable with a new idea in television

Created for the Resort Sports Network, this print ad worked because it was simple, direct and compelling. The visual and copy quickly conveyed the relaxed mindset of RSN viewers and factual reasons why media buyers should purchase space.

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Email to launch D Stop

Tue, 22 Sep 2009 20:49:07 +0000

Launching a delicious website experience

It’s all well and good to create an award winning website experience, but how do you get the word out so people visit? Captains launched a series of fun emails to draw people to the D Stop, using some of the characters from the site to intrigue potential visitors. The emails achieved click-through rates five times the industry average.

Promotional email to media buyers

Tue, 22 Sep 2009 20:43:58 +0000

An email campaign that clicked with media buyers

Getting media people to actually open an email is no easy task, but this concept worked because it quickly conveyed Resort Sports Network’s benefits and why they matter to the audience: people go on vacation to get relaxed and clear their heads – a perfect time to fill their heads with your advertising. Click through rates on the email campaign averaged over 27% and up to 32%.

UPromise video

Tue, 22 Sep 2009 17:01:50 +0000

Telling the story of a whole new way to save for college

Our friends at Digitas hired us to help tell the story of uPromise to GM employees so more employees would take advantage of the program. Our approach was to not just tell about the program, but move people. The combination of the real benefits of uPromise, with imagery that evokes emotion, proved to be compelling and effective.

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“It Goes Without Saying” Viral Video

Tue, 22 Sep 2009 16:54:40 +0000

Creating a brand language – literally.

As part of the D Stop microsite for Dunkin’ Donuts, Captains created (or discovered, depending on how you look at it) a language for Dunkin’ lovers called Dunkinese. The first video on the site, shown here, set up the premise with construction workers using the Dunkinese sign language to communicate wordlessly. The site featured a whole video tutorial on the language, complete with a quiz. People who passed the quiz received a diploma via email that they could hang in their office. Thousands of customers took the test – and passed. While Dunkin’ captured emails for their database, allowing for ongoing engagement with their customers.

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Millipore Blot Race Viral

Tue, 22 Sep 2009 15:48:45 +0000

Turning a dull scientific process into a manic Japanese game show-style video

Millipore is a global life sciences company. They came to the Captains because they knew that in the age of YouTube they needed a fresh way to engage their customers. The task: create a viral video to help launch their Snap i.d. protein detection system – a nifty device that let’s lab scientists do Western Blots in about half an hour versus 4 hours for the traditional method. Captains created The Blot Race, with anthropomorphic characters in a real track race to the finish. The video is a good example of web content that is both entertaining and informative at the same time. Key benefits of the Snap i.d. are conveyed in the video, but in a way that’s fun and engaging, so it’s more likely to be passed around in the lab scientist community.

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Radio Spots for Alteris Renewables

Sun, 30 Jul 2006 15:21:40 +0000

Solar and wind energy installer Alteris Renewables needed a creative way to let homeowners in Massachusetts know about a great new offer – $0 down to get a solar installation to power your home. Captains wrote a pair of engaging radio spots to educate the public about the opportunity. The first focused on saving money on your electrical bill by poking fun at a fictional character named Bernie who actually likes giving money to the utility company. The second was a more factual ad, explaining the range of benefits. By running two ads, one funny, the other fact-based, the campaign appealed to a broader market segment, resulting in more qualified leads who want solar for different reasons.

Bernie

What if?

MassPort Commercial

Sun, 09 Apr 2006 20:23:23 +0000

Captains of Industry was hired by MassPort to help overcome local opposition to a new runway at Logan Airport by mobilizing a grassroots support effort. We created a campaign based on educating passengers in Boston to help them understand that creating a runway for small aircraft would help alleviate congestion on the major runways for larger commercial aircraft. We developed a 30 second spot showing real-life, personal reasons for reducing delayed flights, and strategically aired the spot in Boston neighborhoods most likely to be positively impacted by the new runway.

Ultimately, the runway was approved and built, and Logan’s on-time status moved from the bottom 50% to the top 50%.

The Islands of the Bahamas

Sun, 09 Apr 2006 20:18:04 +0000

Captains of Industry worked with the Bahamas Ministry of Tourism to create a series of commercials to drive leisure transient traffic during specific time flights on the Eastern Seaboard. We decided to showcase the island experience, making it both exotic and comfortably approachable, with whimsical storylines told over gorgeous footage that made people want to be in the Bahamas – right now. Additionally, we created a library of footage that could be used for multiple creative executions, including broadcast, web, and onboard cruise ships.

The campaign received rave reviews from the Bahamas Ministry of Tourism, and increased visits to the island by cruise ship passengers.