The last thing you’d expect from a venture conference would be an innovative viral email campaign. But that’s exactly what we just produced for the visionary folks over at Astia. Parodying the industry’s staid public image, we threw out the rulebook and repositioned the it Conference as THE place for forward-thinking investors.
Straight after its launch, Astia CEO Sharon Vosmek emailed us to express her delight with the video’s reception, “Let me start with how amazing the response has been to the piece you created. People LOVE it. Thank you so very much! We are thrilled!”
Read more abut the Astia it Conference branding project
Back in April, we launched Capitol Volkswagen (the newest member of the Del Grande Dealer Group) with some cool, fun cable spots. Why? Because unlike network TV, cable is an incredibly targeted medium. If you want to reach San Jose, you buy the San Jose zone. If you want to reach San Francisco, you buy the San Francisco zone. High efficiency, low waste.
So why did we choose to shift to radio this month, when we know the spots will be heard in Marin, Sonoma and other areas where we can’t possibly expect listeners to make the trip to San Jose? Well, it’s frequently a close race between cable and radio, for the simple reason that radio is so inexpensive. With radio, we may be reaching people all over the Bay Area, but we’ll be reaching the same number of San Jose consumers (if not more), as we would with a cable buy.
Of course, the switch to radio at this stage begs the question of why we launched on cable. And the answer is: visual impact and brand awareness. The cable spots allowed us to connect with our consumers in a more visual, visceral way – they provided an interaction that goes further than a radio spot can, in terms of message retention. But now that some brand awareness has been built, we’re able to leverage that awareness and gain the cost efficiencies afforded by radio, by running continuity-minded spots that feature the same tone and voice as the cable spots. Take a listen:
This week we delivered the full stationery system to Springboard Forward, as part of our larger re-branding project (see our July 8 posting for more on the story). The business cards, shown here, dramatically deliver on the organization’s promise that they offer a fundamentally new model for transforming the lives of entry-level workers, and the organizations who employ them.
We are thrilled to report that the Stanford Cancer Center (SCC) has commissioned Iron to design a new science report, which will showcase the myriad achievements of one of the world’s leading Cancer Centers.
This exciting project builds on our ongoing program of work for the Cancer Center and gives us an opportunity to develop and strengthen the brand further.
In August we began working on an exciting collaborative project with The North Face and The Trust for Public Land, designed to get people out of the retailer’s store and into some of San Francisco’s lesser-known parks.
In-store maps will feature 10 parks you probably haven’t heard of, encouraging consumers to make the most of their North Face gear in some unexpected places. Below are our first round of creative concepts, featuring a standard map right through to an interactive “park calculator.” We’ll keep you posted as the project takes shape!
