I’m sure after careful scrutiny by a CPA, my agency financial statement would get the red pen treatment, and be returned with countless circles and suggestions on easy things I could be doing to bolster revenue. Any bookkeeper could tell me HAPI’s income-to-expense ratio should be based solely on FTE calculations. With performance so tied to profit and agencies under so much pressure to make numbers, there is a great temptation to make up for lost revenue through nickel and diming – something I refuse to do. I don’t believe it’s a sustainable business strategy. But that’s why I’m a poor businessman.
We don’t bill clients for small administrative tasks and office minutia. Clients hire us for our thinking and that’s what we bill them for. We don’t invoice for color copies, office supplies, downloading and emailing files and other small tasks that, amazingly, have become accepted practice in our industry. I recently had to bite my lip in a client meeting when I heard its vendor was sending over an estimate to upload images to Dropbox. To witness our nonprofit client getting raked over the coals over the price of such a simple request was maddening. But that’s just me and I’m a poor businessman.
Big ideas are the life-blood of HAPI and what attracts clients to us in the first place. Sometimes, the big idea just isn’t there yet and we need to spend more time on it, even if that means going beyond the hours we agreed to with the client. That’s a tough financial call I’m willing to make to get the job done right. And we don’t make up the difference by finding other small things to bill to clients or by putting through change orders on the back end. If a client gets a better idea for cheaper, I take full responsibility. As I a said I’m a poor businessman.
I believe a happier workplace leads to greater productivity. Culture can’t be billed back to a client. I’m willing to close shop and take the crew on an un-billable adventure and do other fun things to keep employees fresh and inspired. Financial consultants would say I treat my business like family. I do. That is why I’m a poor businessman.
My refusal to haggle clients at every turn has had a dramatic impact on business. HAPI recently led the strategy and creative for a capital campaign that achieved record-breaking donations for a client, even in the absence of a major donor. HAPI promoted an event for a second client that set a record for attendance and food donations. HAPI’s digital strategy and creative execution helped a third client reach $16 million in sales directly linked to our advertising. We completed new positioning and communications for a fourth client that helped increase campus enrollment to the point where they’re now exploring the idea of a second campus. We created an integrated print and digital campaign for a fifth client that achieved the most ever calls to its sales center in one month. We didn’t hit our margins on all these initiatives, but we exceeded our clients’ margins. That is a greater statement of success than a little extra change in my pocket. But don’t take my word for it. I’m a poor businessman.
While intelligent billing practices are paramount in any business, HAPI’s opportunity cost lies in the confidence we instill in clients over the long haul. I’m willing to forego painful client conversations over minutia such as charging for color copies and downloading files because they don’t establish enduring trust. If my crazy philosophy catches up with me some day, I hope it’s in the form of a sterling business reputation and steady agency growth. That’s just me. I’m a poor businessman.
My first job in advertising was an internship that didn’t pay. The boutique agency located in Troy, NY – the Tri-City city on the right side of the Hudson – consisted of only six people. While I helped with small tasks no one else wanted to do, the nice people at Smith & Jones never once asked me to take out the trash. Nor was I expected to take out the trash in my job as Special Events Manager for McCann Erickson Events Marketing, working on Cherry Coke/Sega and Exxon. And as my career advanced and my job responsibilities grew – from Junior Copywriter to Copywriter to Senior Copywriter to Associate Creative Director – I was never expected to take out the trash. In fact, no one who worked for the agencies ever took out the trash.
So it’s ironic when I opened my own business that, in addition to all my new roles, I began to take out the trash. It is a responsibility some believe to be beneath that of a company principal. To me, the act became emblematic of the underlying value system I want embedded in HAPI’s culture. We are an agency without ivory towers or egos, where everyone is expected to chip in regardless of title and task. Taking out the trash keeps HAPI’s moral compass pointing in the right direction.
When companies hire HAPI, they don’t get flash. They get a group of professionals who can successfully execute larger and more complicated branding initiatives, but who are never above helping out with the minutia. At HAPI you will never hear someone say, “that’s someone else’s responsibility.” Everyone here contributes. Everyone is held accountable. At the Olympic level, Gold, Silver and Bronze medals are determined by imperceptible degrees of extra effort. I want HAPI to represent the gold standard for trust and reliability. That means creating a culture of “can do” people who appreciate the significance of helping out with the smallest of tasks, like taking out the trash.
We are pleased to announce three entries from our ClassicCars.com postcard campaign have been selected to appear in the upcoming issue of Lurzer’s Archive. ClassicCars.com is the world’s largest online buyer, seller and trader of vintage cars and receives more than 2 million visitors monthly. For the postcard series, we wanted to convey the deep passion and nostalgia vintage car lovers feel for particular makes and models.
Lurzer’s Archive is a highly prestigious, international advertising publication that compiles the best campaigns from around the globe. It’s a difficult annual to get into and we are proud to be recognized in the upcoming edition. The coveted advertising magazine brings our clients global exposure as they bump shoulders with some of the biggest agencies and brands from around the world.
Ranking Arizona is an annual publication that ranks “The Best of Arizona Business” as voted on by clients, peers, friends, and good ol’ mom and dad. We won in the category for Advertising Agencies, 11 employees or fewer.
HAPI is a full service, branding firm specializing in digital advertising, traditional advertising, non-traditional advertising, design, marketing strategy, media buying and website development. We aren’t the types who use advertising gobbledygook and trademarked expressions to impress brands with our marketing know-how. We are roll-up-the-sleeves types who create successful advertising campaigns by working closely with clients to achieve their goals. Every campaign we do – whether for a local, national or international brand – is united by the same underlying theme: Trust. Trust leads to better partnerships and better work. That is what makes us, and our clients, HAPI.
Millennials are an intriguing generation of kids. I am still undecided whether or not I like them. Dealing with them as individuals who will one day run our country, they make me want to pre-register for Swiss citizenship, just in case. But I refuse to jump onto the dog pile of criticism that research has heaped on their young shoulders. If you view Millennials through the lens of an advertiser, you’ll see them in a completely different light. Their social behaviors give advertisers a glimpse into the future behaviors of Gen Xers and Baby Boomers and, in doing so, give advertisers the inside track on developing new marketing strategies to connect with Gen Xers and Boomers.
An advertiser’s dream is to sell consumers a product or service before they even know they want it. Study behavioral habits of Millennials and what’s trending with them today and you have a pretty good idea of how Generation Xers and Baby Boomers will consume goods and services, and interconnect with each other in the near future. Millennials give advertisers valuable insights on what new channels to use to market new products, technology and ideas to older generations of consumers.
Everett Rogers’ famous Diffusion of Innovations Bell Curve demonstrates the behavioral influences Milliennials have on Gen Xers and Boomers. Rogers’ Bell Curve breaks down the process by which “an innovation is communicated through certain channels over time among the members of a social system.” When our three consumer groups – Millennials, Gen Xers and Baby Boomers – are superimposed over the Diffusion of Innovations Bell Curve, they correspond almost too perfectly with each of the Bell Curve’s categories – Early Adopters, Early and Late Majorities and Laggards.
Millennials represent Early Adopters who are the first to snatch up new technologies and products. They are the ones waiting in line all night to get the first new iPhones. They filter out which new innovations will be successful and which ones will fail. We recently got a good chuckle at a digital media recommendation that included a MySpace ad buy. How quickly Millennials decided that Facebook was a superior communication platform to MySpace, and for advertisers a much more effective way to reach millions of Gen X and Baby Boomers.
As a consumer group, Millennials are reliable lab rats, continually testing new ways to communicate with each other. Gen Xers, like the Early and Late Majorities, take their behavioral cues from Millennials. As a group, they won’t aimlessly test new innovations until Millennials give them the thumbs up. Baby Boomers are the Laggards and the last consumer group to embrace anything new – especially technology. Boomers take their cues from Gen Xers. When my parents finally traded in their rotary phone for new iPhones, I looked out the window to make sure hell hadn’t frozen over. Smartphones and texting and posting are no longer a Millennial phenomena. They are now a cultural phenomena.
Millennials are a millions-strong focus group.
Millennials are savvy at testing new ways to connect and determining which ideas will go mainstream. But they also build the audiences for them that advertisers can leverage in their communications strategies. That’s valuable data for advertisers who are on the lookout for new ways to connect brands with Gen Xers and Boomers but also want to minimize the risk that comes with untested technology and media channels.
It is embarrassingly cliché to say that Millennials get a bad rap. They have been referred to as Generation Me for their constant posting and pictures and “look at me” narcissistic behavior. But are Millennials really worse than the rest of us? We live in a much more exposed world today. As a Gen Xer, life was easy in my twenties. The world didn’t have instant access to my whereabouts and I could misbehave in relative anonyminity. Millennials don’t have that luxury, and in fact, today’s society as a whole doesn’t have that luxury.
Millennials help advertisers predict how Gen Xers and Boomers will connect with each other in the future. From the technology they use to the new products they embrace to the new ways they communicate with each other, Millennials influence what products and services Gen Xers and Boomers are going to want. That’s akin to insider trading, allowing advertisers to hedge their bets on Gen X and Boomer strategies that utilize communications channels popularized by Millennials. Never before has there been a group that provided such predictive metrics. And as for the skeptics who still don’t like the way Millennials behave? Get used to it. It’s only a matter of time before they’ll be adopting the same behavior.
HAPI collected 16 ADDY awards at the 2015 Phoenix ADDY Awards gala. We had five campaigns recognized for four different clients including New Way Academy, ClassicCars.com, Dropout Wine and Rose & Crown British Pub. Needless to say, it was a fun evening catching up with industry peers, and we celebrated well into the after-party. Thank you to all our great clients, and especially to Arizona Humane Society for joining us and cheering us on. Check out the winning work and pics from the evening below.
NEW WAY ACADEMY: These on-campus posters were part of a larger, school-wide rebrand that included a new identity system, collateral, website and print ads.
DROPOUT WINE LABEL: Our label for Dropout wine won in the package design category.
ST. PADDY’S DAY BILLBOARDS: Rose & Crown St. Paddy’s campaign won in the out-of-home category, both as singles and as a campaign.
WORLD CUP PROMOTION: HAPI’s Rose & Crown World Cup branding campaign got soccer lovers excited about watching the big match at Rose & Crown.
MORE HAPI PICS FROM THE ADDYS
The Armored Group (TAG) is a global manufacturer of armored vehicles including cash-in-transit trucks, ballistic armored tactical transports and high-end luxury vehicles. Based in Phoenix, TAG has sales offices and manufacturing plants around the world. Most of TAG’s offices, however, provided their own unique branding materials to sales prospects. As a result, the overall brand was highly inconsistent. HAPI was brought in to help change that.
We noticed immediately that TAG spared no expense in providing the absolute safest armored vehicles on the market. From its steel-bending and cutting technology, ability for complete customization and armored certification, TAG went well beyond industry standards to ensure the survivability of police, military, government personnel, VIPs – anyone whose jobs put them in life-threatening situations.
HAPI began with a new tagline: Prepare to Live. We then developed a new brand identity for the company that consisted of a new business system and sales pieces, templates, printed and digital brochures, trade show signage, trade ads and advertorials. The new look has given TAG’s brand a cohesive look across its global offices. Now when clients purchase a TAG vehicle in Dubai or in Canada or in India, the brand is clearly communicated. These posters are a part of the overall rebrand pieces.
Our Rose & Crown client was originally worried that St. Paddy’s Day this last year fell on a Sunday. Customers have Sunday obligations and rituals they can’t get out of. Well, we felt they just needed the right incentive. We took one of those Sunday rituals and turned it into an enticing reason to get down to Rose & Crown.
The holidays are supposed to put you in better spirits. However, the craziness of holiday shopping can make you feel more like a grinch. Battling crowds, fighting over dwindling inventory, waiting in long lines – it’s enough to test the patience of Santa himself. Our new commercial for 6pm.com demonstrates that shopping online is the better way to go this holiday season. And since 6pm.com offers 100s of name brands up to 75% off, it’s a place where shoppers score on the style and score on the price. That makes for a happy holiday indeed.
While most of us will be out shopping to fulfill our long holiday food lists, 1000s of Arizona families will be struggling to put even simple meals on the table.
HAPI’s Holiday Food Drive Campaign for 3TV and Fry’s Food Stores reminds us of our good fortune, and that there are families out there who could use our help.
The food drive campaign consists of store signage and digital billboards, and drives awareness for the countless Arizona families on the verge of going hungry this holiday season.
As we fill our shopping carts this holiday, maybe we can help others fill theirs too. When you shop Fry’s during the next month, please consider a small donation of food or money. You will feel much fuller inside because of it. Happy Holidays!
Jason and Danny accept HAPI’s award to crowd whispers of “Who the f%*k are these guys?”
Pre-awards show happy hour. There were a lot of great art directors standing around. We put some to work taking pictures of us.
Here are some more pics from the event.
Jason on stage accepting the award.
Wieden-Kennedy welcomed the conference attendees on the evening before the event. While sipping Portland micro-brews on their balcony, we bumped into our friends from Nomadic.
Weird to see our hand-drawn logo hanging on the walls of W-K. Nice job on the kerning.
HAPI beat out two California firms to get the order to help San Francisco-based Easton Lacrosse generate buzz for its new Go Time “GT” Helmet and Mako glove. The sports company is revolutionizing the game with new helmets that offer greater protection, fit and customization, and gloves that offer players a bare handed feel. Easton needed new promotional materials for the 3d Denver Lacrosse Shootout, an Easton Lacrosse-sponsored tournament. HAPI created a bold design that clearly branded the company with the objective of generating excitement among young players and interest among team coaches. Here are some of the items the HAPI team created for the event.
HAPI recently developed a Pet Adoption campaign for Arizona Humane Society that consists of TV spots, billboards, online display ads, targeted door hangers and graphics for its online and social media channels. The campaign, Life Isn’t As Good Without Pets, demonstrates the transformational qualities of pets, and how their companionship leads to a more fulfilling life. If you’re thinking about adopting a pet, AHS can help.
INSIGHT: AHS is the leading destination for adoptions, easily outpacing the County, the big box chains and all other entities. Awareness of AHS’ adoption services is high. However…in 2012, only 23% of pet intakes were adopted at AHS.
STRATEGY: Get would-be owners excited at the prospect of adopting a pet while showing the benefits of adopting a pet at AHS. AHS offers a diversity of pets. All pets come pre-vaccinated and pre-spayed/pre-neutered. AHS also offers free microchipping for pets that are adopted before August 31.
There is nothing really special about an old tennis ball, or a backseat window or a ball of yarn. That is until you pair it with a pet. Pets are magic. They can turn ordinary, everyday objects into wonderful new adventures.
I am biased and I admit it. I place agency efficiency on a pedestal. I don’t believe ad agencies can remain competitive when their payrolls sag under the weight of thumb twiddlers. I have witnessed time and time again how bureaucracy waters down smart work, how layers halt forward progress and how the quality of opinions decreases as the number of people expressing opinions increases. Efficiency seems like a no brainer. Still many agencies lumber under the weight of excess. They argue that bigger is better, that staff size and capitalized billings result in greater ability to attend to clients’ needs. Perhaps. However, there is little question that the rise of technology is putting the “bigger is better” mentality to the test by forcing agencies to work faster than ever before. It’s difficult enough to get good work produced when large groups of egos need to constantly weigh in on ideas. Throw technology into the mix that shortens deadlines, and suddenly there is no time left to actually develop ideas. That’s what’s really at stake. Protecting the time it takes to develop ideas. When an agency’s big ideas go away, it’s only a matter of time before it does too.
Art for print ads used to be printed onto veloxes (high resolution black and white glossy proofs) and iris proofs (color negatives). Remember those? Funny to think the highest quality ads were second-generation copies. Agencies saved files on floppy disks they trafficked out to specialized film shops that processed and couriered high-res hard copies back again. The Traffic Manager would then FedEx the ad to the publication. There were more steps in the process, and it could take a week or more from the time an ad was approved to the time it landed in the publisher’s in-box. Today, publishers accept high-resolution, digital PDFs via e-mail, a process that takes seconds. Printers offer digital printing, a much faster process than traditional offset printing. Vendors own technology that gets the job done quicker and they sell speed to clients, who in turn expect greater speed from agencies.
Flip the date on the time machine back a decade further to the Art Directorsaurus Period of advertising. It was a time when art directors cut individual letters from font sheets and placed them one by one to craft the words of the ad copy. Art direction was a time-consuming profession. Art directors hate long copy ads to this day, a holdover mentality from a time that once was. And copywriters carpel-tunneled copy on typewriters with double spaces between sentences and all. Back in those days, advertising was less technological and more mechanical. Print-ready comps were, in fact, called mechanicals. The process of crafting advertising was slower and more methodical. There was more time to think. Grass grew faster than ads could be created, at least in context of the speed at which advertising moves today.
Today, high-def digital cameras are forcing film cameras the way of the Dodo bird. Digital cameras shorten production and post-production time by removing time-consuming processes like film transfer and telecining. In film edits, buttons and dials now replace razor blades and scotch tape. Radio talent doesn’t have to be in-studio to record spots. They can record spots via ISDN lines in their undies from their home studios 500 miles away. Finished TV and radio spots can be uploaded directly to stations, sans digi-Betas and courier services. Even FedEx is snail mail. Finish a spot today and you can air it on a hundred different stations tomorrow.
Ad agencies, specifically creatives (we all know AEs get the clunkers), have the biggest, slickest and fastest computers available – monster machines turbo charged with extra RAM cards and Terabyte-sized hard drives, and loaded with the latest and greatest cloud-sourced ADOBE C Suite software. Agencies have high tech printers that churn out reams of Guggenheim quality prints faster than trees can be felled. They have enough suitcase fonts to write their names a thousand different ways with the click of a button. They have high-speed, broadband Internet T1, T2 and T3 lines to mainline content out into the world in nanos of nanoseconds. Technology has equipped agencies to create ads faster than ever before, and pushes speed over quality. And when ideas must also be run up a hundred-foot flagpole for approval? Good luck getting anything decent out the door and on time.
The most sustainable asset an agency possesses is its ability to consistently deliver compelling creative work. Ideas don’t work on technology’s schedule, and agencies that still value good ideas find themselves in a pinch. On the one hand, technology puts them under the gun to get ads out the door more quickly than ever before. On the other hand, strategic and creative development needs nurturing and editing and starting over time. When you toss in more lost time due to the inability to move projects through the agency efficiently – whether it’s due to too many processes, too many approvals, too many meetings – you have a recipe for failure.
As technology speeds everything up, how do agencies protect the time to concept ideas? Here’s what we do: We remove office politics and bureaucracy. We get rid of redundant and unnecessary processes. We cancel unnecessary meetings, unnecessary people in meetings, unnecessary people’s unnecessary assistants in meetings. We consolidate briefs. We go wireless. We go paperless. We take an exacto knife to the company org chart. By maximizing efficiency, we create more time to think about our clients and the projects in our agency. No matter how big Apple became, Steve Jobs was adamant about keeping meetings limited and only to a handful of people. He valued efficiency and recognized that entrepreneurship and innovation was critical to being on the cutting-edge of technology and products. You can’t be on the cutting edge if you’re stuck in a meeting.
Agencies can debate whether or not they really are efficient. But they can’t argue that technology has placed a “get it done now” expectation on our industry that is at odds with the creative process. This is worrisome to agencies that place their work above all else and value the time it takes to develop good ideas. Efficient agencies will survive by remaining fast, flexible and adaptive. They will get more done with less. They will fight for the time needed to deliver high quality work as our industry moves faster than ever before. They will understand the importance of operating efficiently.
HAPI won 12 total awards, including Copywriter of the Year, at the 2013 Phoenix ADDY Awards. That number tied for the most awards given out to any agency of the evening. Since opening in 2009, HAPI has swept the ADDYs every year, a proud achievement for a boutique shop that competes against much larger and more established agencies in town. The winning work included campaigns for Downtown Phoenix Partnership, Rose & Crown and 6pm.com. HAPI’s Jason Hackett also won Copywriter of the year for the second year in a row.
As always, the HAPI crew had a fun night at the ADDY gala catching up with peers and cheering them on.
Here are some pictures from the evening.
DPP hired HAPI to create a compelling idea that would:
1) Leverage the growing popularity of zombie walks
2) Get people excited about dressing up as a zombie
3) Encourage them to take to the streets with their fellow zombies
HAPI delivered an all-out zombie apocalypse in the form of an integrated campaign that focused on downtown and included newsprint ads, digital billboards, kiosk posters, bar cards, internet videos and guerilla tactics.
One of the billboard companies refused to run the “head” concept. Apparently, severed zombie arms and legs aren’t as graphic as a severed zombie head. Explain that one.
This spring season we convinced our client Rose & Crown to sponsor our men’s amateur soccer team. The Rose & Crown Eagles consists of three HAPI members, Danny, Ian and Jason. Ian and Jason first formed the Eagles more than 17 years ago and have been playing every year since. Apparently all it took was a British pub sponsorship to push the Eagles to the top. Maybe it was the allure of Guinness after the games or the fear of letting our new sponsor (and client) down – whatever the reason, the Rose & Crown Eagles played a season of inspired football to make it to the championship game against Bosnia FC. The Eagles beat Bosnia 2 – 1, clinching SUASL’s Division 2C title and bringing home the team’s first championship. Bring on Division 2B! Congratulations to the Eagles and a big thanks to the Rose & Crown for supporting the team! Our winning plaque will soon adorn the shelves of the downtown British pub.
Victory! The motley 2012 Eagles!
Danny, Ian and Jason pose awkwardly after the match.
HAPI recently finished producing three new TV spots for AAA Arizona – two to promote the benefits of AAA membership and one to promote AAA Insurance. HAPI’s previous TV campaign for AAA dramatically raised unaided awareness among its core demographic of 55 – 70. The previous spots were so effective, AAA decided to make TV the centerpiece of its 2012 advertising and wanted three new TV concepts to refresh the old campaign. Here are some production pics followed by the new spots!!
And here are the TV spots!!
Jason and Mike accept Best of Show for their Arizona Humane Society’s Spay/Neuter TV Campaign.
Jason received Copywriter of the Year for his work on Rose & Crown.
You won’t find HAPI atop the Book of Lists. You won’t find HAPI ranking high in Ranking Arizona. Bigger isn’t better. Anyone can gather the votes they need to make the lists. We compete where it counts: by consistently producing smart, compelling and strategic campaigns for our roster of national, regional and local clients. That is our focus. That is our point of difference. That is our reason for being. We intentionally maintain a streamlined structure to minimize bureaucracy and maximize efficiency. If you want a conference room full of suits sitting around a conference table billing you for their time, consult the Book of Lists. If you want a humble group of experienced ad pros who consistently deliver campaigns that get noticed, hire HAPI. Enjoy the pics from this year’s ADDY Awards!!
HAPI wins bronze ADDY for a direct marketing postcard.
Lindi, our Junior Art Director, poses with an ADDY.
Rose & Crown British Pub celebrates St. Patrick’s Day in style: With a 16-hour block party that begins at 10am and shuts down at 2am. Best of all, they don’t charge a cover for admission. HAPI developed a building sign, billboards (see below), posters and postcards to promote what is arguably the best holiday celebration of the year. We hope to see you down there!
HAPI recently developed a poster to promote AAA Arizona’s most well known service, 24/7 Roadside Assistance. AAA Roadside Assistance sets the standard with one of the fastest response times in the industry, and the fastest average time for getting people back on the road. The free service (for AAA members) highlights one of AAA’s greatest brand benefits: reliability. Just as AAA has been helping people for more than a century, members trust AAA will be there for them today.
Shamrock Foodservice Warehouse stocks more than 6,000 items for local restaurants, small businesses, community groups and everyday grocery shoppers. HAPI knew the Website needed to communicate a lot of information without overwhelming users. Competitive Cash & Carry foodservice Websites were cold, content heavy and industrial feeling – not very inviting to shoppers nor user-friendly in general. We wanted to distinguish Shamrock’s site by providing users a better online experience.
Objective: Distinguish Shamrock through the value, variety and quality of its product offerings and organize the food items and content in a way that encouraged shoppers to return often, view the latest Shamrock Savings and download a promotional flyer. Of course the new Website had to also convey the integrity and high standards of the Shamrock brand.
Design: HAPI distinguished Shamrock’s Website with colorful product images surrounded by white space, a light color palette and separated the copy with headlines. We created a Freshly Priced section to display and rotate the latest Shamrock Savings. The result is a visually appealing, highly functional Website that makes it easy to find the latest deals and learn about products. To address the frequent discounts, a big allure of the site, HAPI built the Website with a complete, page-by-page Content Management System (CMS) that allowed Shamrock internal marketing and IS teams to easily upload discounts, news, images and content frequently. Visitors can also sign up for an e-mail newsletter that sends new flyers directly to them.
Lastly, HAPI created a User’s Manual for Shamrock’s internal marketing team that provides instructions on how to upload new content and images through the back-end of the new Website.
Cool beans! And a lot of other cool food products too!
Project 121: Action for Animals wins again!
Project 121: Action for Animals won a 2011 Governor’s Award, the highest recognition a submission can receive at the Rocky Mountain Emmys. Project 121 consisted of a collaborative fundraising initiative that included Arizona Humane Society, HAPI and 3TV. The Rocky Mountain Emmys are put on by the National Academy of Television Arts & Sciences and recognize and reward excellence in broadcasting. The winning campaign was submitted by 3TV on behalf of Arizona Humane Society, 3TV and HAPI.
HAPI developed the creative materials for Project 121 that consisted of TV spots, online banner ads, a microsite, a light rail wrap, posters, flyers and signage. (See the work in our previous post.) 3TV served as Project 121’s broadcast partner and utilized HAPI’s creative for all TV, radio and online promotional efforts. 3TV also managed, produced and broadcast this year’s pet telethon. The campaign represented a great collaborative effort from all partners and never lost sight of the end goal: Raising needed funds for Arizona Humane Society.
Project 121 Recap!
Project 121: Action for Animals raises $446,154 for Arizona Humane Society, a record-setting summer fundraiser for AHS.
HAPI’s Project 121 Logo recognized by LogoLounge, an international logo design competition.
Project 121 wins Governor’s Award at Rocky Mountain Emmys for broadcast excellence.
Congratz all around!
Huge news! LogoLounge selected HAPI’s Project 121 logo to appear in its next volume, LogoLounge Volume 7. LogoLounge is an international logo design competition created to seek out and catalogue the world’s best logos. The annual has become an indispensible tool for logo designers. This year, more than 36,000 logos were entered for consideration. Approximately 500 make the cut.
HAPI is even prouder of the success of Project 121: Action for Animals. The 3-month fundraising campaign focused on the 121 animals AHS takes in to its shelters daily. HAPI developed all the branding materials, design, copy and artwork for fundraising initiative which consisted of a light rail wrap, collateral materials for AJ’s, 3TV, posters, fact sheets, flyers, a Micro site, TV spots and graphics for the pet telethon.
AHS receives no state or federal funding to support its two shelters and relies on donations from individuals and businesses. Fundraising initiatives like Project 121 are critical to the survival of AHS.
HAPI just completed a non-traditional, out-of-home campaign for Rose & Crown British Pub. The medium of choice? The London Bus, an authentic English (and Phoenix’s only) double-decker bus. Props to the client for the idea. The London Bus provided a brilliant out-of-home marketing opportunity that tied perfectly into the Rose & Crown brand.
The creative concept pays homage to the pint and the honesty that having a few pints brings you. Our objective was to take humor that has become a hallmark of the brand and use it to communicate the light-hearted, social atmosphere of Rose & Crown. The pub is a great gathering place where people have fun socializing over a pint or two.
Be on the lookout. The bus can be spotted around town delivering groups to their favorites watering holes.
Here are some close-up shots of the signage.
The Vig restaurant and bar has a vibe all its own. We wanted the new menu to communicate that indescribable feeling when you walk in. As we combed through Webster’s in search of words to adequately describe The Vig’s unique ambiance, nothing felt quite right. So we invented our own language and infused the menu with Vig-inspired words that do a much better job of tapping into The Vig’s brand, and also make patrons smile as they ponder their order.
Did you hear the recent story about Israeli couple Lior and Vardit Adler who named their newborn girl Like after Facebook’s Like button? Wow, talk about marginalizing a life from the get go. Maybe little Like didn’t score so well on her Apgar. Maybe her parents weren’t in a particularly loving mood that day. Or maybe her soft, newly birthed head resembled a pixilated thumb? Whatever the reason, her parent’s naming decision does not get an up thumb from me. Of course, I’m biased. If I may borrow a discontinued phrase from Facebook, I have not “Become a Fan” of the Like button.
For clarification, I’m referring to Facebook’s Like API, the social widget that Facebook created for developers and enables anyone to put the Like button on their own Website. Facebook introduced the Like plug-in around April 20, 2010 and it quickly spread like a digital cold sore throughout the Internet. More than 50,000 Like buttons were installed on Websites within the first week and the button has averaged 10,000 new Website installations a day ever since. Fear of being left behind has caused a lemur-like movement among companies to incorporate the plug-in on their site with the allure of increased traffic, greater customer loyalty and something, anything to show for their social media marketing efforts.
Like is a friendly pat on the back, nothing more.
For companies searching for ways to measure their marketing efforts, the Like button presents an enticing way to drive traffic to their sites. The Like button shows instant feedback and every click populates the clickers’ Facebook pages for a compounded effect. Theoretically, Like provides a handy tool to get your message out. But as with the word it was named after, there are no guarantees.
Like is a non-committal and wishy-washy endearment at best. Saying you like something is a safe way to express your feelings without the promise of anything deeper or long term. The only time like ever had any real significance was in high school when you were told someone liked you. Like felt great back then. It felt awesome! But even in high school, like came with no guarantees. If no effort was put into developing the relationship, like had second thoughts and moved on to date the captain of the basketball team. For brands, likes are warm leads that need constant nurturing and cultivation and convincing. Putting a Like button on your Website or blog doesn’t represent a deep level of engagement with your customers. It’s not proof you’ve converted a person into a life long customer, or even a one-time customer. In fact, only 17% of consumers say they’re more likely to buy after becoming a FAN on Facebook. (Facebook X-Factors Report #5, ExactTarget coTweet, 2010)
Don’t set lofty goals for Like. Like is mediocre.
Say I’m an ad agency (which is not hypothetical because I really am an ad agency) and I decide to put Facebook’s Like button on my Website landing page (which is hypothetical because I haven’t). I want an easy, instantaneous metric to gauge people’s interest in my Website and content, drive more people to my Website and, if I’m lucky, even convert some of them to actual customers. I install the Like button on my site and within a week receive 100 Likes.
Here’s the thing. 100 Likes doesn’t mean I’ve got 100 new customers or that I will get a 100 calls asking for my business. Like isn’t a promise that prospective clients will drop their existing agencies and hire HAPI. Internet users are fish moving through the vast ocean. They may come across my Like button and may bite because it got their attention. But unless I’ve got something better to hook them with, they’ll spit it out and move on. Just 51% of FANS say they rarely or never visit a company’s page after “liking” them. (The Social Break-Up Report #8, ExactTarget CoTweet, 2011) If I want to be successful in converting Likes to loyal customers, I need a more comprehensive, ongoing strategy. I need to engage them in more personal ways and on many more levels. I need to set many hooks. A Like button won’t suffice.
Like has privacy issues. But it’s Like’s ethical issues that are my real beef.
When questioned about the issue of privacy, Facebook reassured the public that it does not use the Like button to collect personal information such as browsing habits, Internet usage and names of individuals who click Like on company Websites. Okay, fine. However, and this is where it gets very ‘grey’ for third-party Websites, Facebook can use the information for advertising purposes. For advertising purposes? Really? Think about the implications.
Refer to my earlier example. 100 people clicked on my agency’s Website’s Like button. Hooray! No, I mean boo, boo! HAPI’s 100 Likes provided Facebook with valuable information about the individuals who clicked on my Like button, data they can use for advertising purposes. They now have a collection of individuals who are profiled to like ad agencies. Facebook can then use this information against me.
Facebook can hand your business leads, your Likes, over to competitors.
So now an agency comes along (one of my competitors) and wants to run a targeted online campaign to find prospective clients. Voila! Facebook has 100 prospects, my 100 Website clicks, who through its Like button have expressed an interest in my company and may be receptive to ads from competing agencies. Facebook effectively turned my business leads against me. The same is true for any business that uses Facebook Like buttons to engage consumers.
Like wasn’t designed to expand your business. Like was designed to expand Facebook’s business.
And consider this. Facebook is a major player in the Internet search game. Besides generating naturally high search rankings itself, Facebook has also aligned itself with Bing to compete directly against Google. Facebook wants to own search and some feel Facebook search may overtake Google search in the next couple of years. When you take that into account, you really begin to understand the slipperiness of the Like button. Sure, brands can use Like to superficially connect with customers, possibly achieve higher search engine rankings and feel good about implementing a metric that helps evaluate their marketing. But do they really want to do it at the risk of Facebook using that information against them? I certainly don’t. Not until I know more. For that reason, I just can’t bring myself around to like Like. Even for you Like Adler.
The road to winning a National ADDY is long.
Creative entries are first submitted and subsequently weeded out at local ADDY competitions. The winning local entries continue down the road to tougher District ADDY competitions where their numbers are reduced again. The surviving entries are forwarded the final National ADDY Awards competition where they compete against other finalists from around the nation. Of the approximately 60,000 entries that begin at local ADDY competitions, only about 1,200 make it to the national level. Less than that win gold. It’s hard to win a national ADDY and HAPI is proud to add a 2011 National ADDY trophy to its 2010 collection.
National awards are good for business. They help confirm that HAPI understands branding and what it takes to create effective advertising. HAPI can’t compete with larger agencies on capitalized billings or the square footage of its building or the number its employees. HAPI can compete where it counts: ideas. Every day HAPI strives to deliver high quality, results driven work to all its clients, from small businesses to large national corporations. It’s working. Clients and prospective clients feel good knowing they’ve discovered a little agency that can do big things for their brand.
The average American consumer has seen, heard, been exposed to hundreds of ads by the time he or she reached the office this morning. Whether they aired on the morning news or morning radio; ran in the paper or on billboards; whether they were delivered via e-blasts, the Internet or a mobile device; ads are ubiquitous. They occupy every available street corner, column width, dead air space, pixel and mobile application to get your attention.
Here’s the (insert your marketing budget here) question. You’ve been exposed to potentially hundreds of ads this morning. Did you notice or remember any of them? Something must have stuck. Anything? Bueller…Bueller?
If your campaign isn’t creative, it’s invisible.
Creativity turns good marketing strategies into effective marketing strategies.
Interesting ideas and compelling creative executions elevate your advertising above the white noise. There is a direct link between creativity and advertising effectiveness. A 2010 study conducted by IPA and Thinkbox, in conjunction with the Gunn Report, found that “pound for pound, creativity makes ad campaigns more efficient.” Another study by AdAge, “Why Marketers Shouldn’t Always Blame the Media,” found that “advertising messages and the strategy behind them play at least as much a role in marketing success as the media plans that carry them.”
We’ve been fortunate enough to witness first-hand how creativity can make a real difference in our clients’ businesses. HAPI’s branding campaign for Rose & Crown led to a 300% increase in foot traffic at a time when other downtown restaurants were experiencing a decline in business. Our TV and radio campaign for AAA Arizona is raising measurable awareness for AAA Auto Insurance, and has pushed AAA Insurance into the top five “insurances of consideration” for people thinking about switching their insurance. Our Pet Telethon campaign and subsequent branding campaign for Arizona Humane Society has helped raise community support for the organization and distinguish its services from other Valley shelters.
People are naturally drawn to creativity.
Humans have a genuine curiosity about and appreciation for things that inspire them. That is why they visit museums and theatres and symphonies, and attend concerts and watch movies and read books. People will travel the globe to view a painting created with dots or a tower that leans or a stone wall that stretches on for hundreds of miles. Humans yearn to be stimulated intellectually and emotionally, a desire that is satisfied by observing other people’s unique take on the world. Creative advertising, like good art (but perhaps not as well as good art), is satisfying. It elicits a deeper and more powerful response in your consumers.
Advertising can even influence culture.
Creative advertising gives your campaign an edge, helping to increase awareness, sales and market share. The very best advertising transcends advertising itself and becomes a part of culture. “Just Do It” took Nike from an unknown athletic company to a leading athletic brand by positioning shoes as a lifestyle. “Got Milk” made drinking milk cool and led to a thousand knock-off Got Milk slogans still being used today: Got Cavities? Got Weeds? Got Insurance? Got an original idea? Apple’s advertising was successful by purposefully excluding mainstream America and focusing its advertising on “creative types,” a very niche group. Soon, mainstream moved over to join the hip “mac” crowd. Today pc users can be seen standing in line shoulder to shoulder with their mac counterparts, eagerly awaiting the latest Apple product offering. Creative advertising works.
In advertising, creativity counts.
Will people travel the world to see your advertising? Will it become a part of culture? Doubtful. However, creativity undeniably gives your marketing a much better shot at reaching its objectives and helping your business. Creativity adds that intangible and satisfying quality that engages consumers on a deeper level. Creativity shows extra effort. Consumers like extra effort. So resolve to being smart, efficient and creative. And may the next memorable ad you see be yours.
Designing a state-of-mind can be a little tricky. Our objective was to create an office environment that lowered the blood pressure and elevated the creativity. We kept things clean and uncluttered to give people room to think. We added splashes of colors for inspiration. We designed custom art pieces, each using a logo element from an iconic American brand, to get conversations started. We made sure the windows opened to fresh air. And the work spaces opened to collaboration. Many workers smile when they leave the office. Ours smile when they arrive.
HAPI developed billboard concepts for Rose & Crown British Pub to promote the pub’s St. Patty’s Day block party. For media placement, we selected a west-facing digital billboard on the I-10 that targeted business commuters exiting the highway and heading into downtown Phoenix, where Rose & Crown is located. We also wanted our client to get more bang for his buck. Instead of submitting one billboard to the media company, HAPI developed four different billboard ideas and politely requested that they be rotated equally in the week leading up to St. Patty’s Day.
For the second year running HAPI wins most ADDY awards, including prestigious Best in Show.
March 23, 2011) – Hackett Advertising Public Relations Interactive, HAPI, recently completed a creatively impressive first two years in business. For the second year in a row, the Phoenix-based agency won the most awards at the Phoenix ADDY Awards. HAPI won 18 awards total – 6 gold, 8 silver, and 4 bronze – including the coveted Best of Show Award that represents the best campaign of the year. The evening represented a proud achievement for HAPI and its clients, who outperformed some of the biggest agencies in the Valley.
HAPI opened its doors in 2009 with a commitment to delivering high concept, national quality work through streamlined processes and improved agency efficiency. Says founder Hackett, “Creativity turns good marketing strategies into effective marketing strategies. If advertising isn’t creative, it’s invisible.” HAPI’s winning clients included AAA Arizona, Arizona Humane Society, Rose & Crown British Pub, Me & Lee Cosmetics and Universal Technical Institute.
About the AAF ADDY AWARDS
The American Advertising Federation ADDY Awards is a national advertising competition that begins at the local level. Local winners move on to a district competition and district winners are then forwarded to compete at the national ADDY competition. The ADDY Awards represent the best creative advertising from around the nation.
Over the last century, AAA has been helping customers get back on the road and on with their lives. Whether through AAA Auto Body shops, 24/7 Roadside Assistance, Travel Planning or Insurance, AAA has added the appropriate services throughout years to ensure its customers are taken care of in as many ways possible. Sign up for AAA membership and you are good to go. This is one of two TV spots HAPI developed and produced for AAA in December 2010.
Arizona Humane Society receives no federal or state funding which is pretty amazing when you realize everything they do to help animals in need. You’ve also never met a group of more passionate and selfless people who are absolutely committed to animals. The least we could do is help increase awareness for the amazing and heart-wrenching work they do throughout our community every day.
March 7, 2010 (Phoenix, AZ) – The creatives of startup boutique agency HAPI started their first year in business equipped with a box of sketch pads and Sharpies, PowerMacs perched atop wobbly desks, 400 square feet of office space and the determination to make a creative impact. They ended their first year winning 27 awards at the American Advertising Federation (AAF) Metro Phoenix 25th Annual ADDY® Awards gala. HAPI’s 27 wins, consisting of 11 gold, 11 silver and 5 bronze, were the most awards received by any agency of the evening.
“Our creative thinking and ability to solve our clients’ business problems is the most impressive feature of our young agency,” says HAPI Founder and Creative Director Jason Hackett. “The 2010 ADDYs validated our belief that the best ideas don’t have to come from big agencies.”
Prior to launching HAPI in March 2009, Hackett spent more than 15 years producing award-winning work for some of the Valley’s largest ad agencies. Hackett started HAPI to help companies balance their marketing needs with economic reality. “With HAPI, clients receive big agency experience and thinking without inflated costs. Our streamlined structure allows us to respond quickly to client requests, complete jobs on accelerated timelines, and maneuver in ways big agencies can’t.”
About the ADDY Awards
The ADDY Awards are the world’s largest and most prestigious advertising competition, recognizing creative excellence in advertising. It is the only creative awards program administered by the advertising industry for the industry. The American Advertising Federation, a not-for-profit industry association, conducts the ADDY® Awards through its 200 member advertising clubs and 15 districts. Saturday’s gala celebrated 25 years of ADDY competition in the Phoenix Metro area.
Recently, HAPI pitched Zappos.com. Anyone who follows the ad rags knows that this pitch received a lot of publicity for its unconventional, and many agencies felt unfair, RFP process. Zappos originally sent out their RFP to sixteen agencies, which many believed was too many to begin with. Shortly thereafter, their CEO announced in an AdWeek interview that Zappos would open the review process up to the public. Any agency could send in a written proposal. The top six would be invited to pitch in person with the original sixteen.
HAPI was the 91st agency to get involved in the Zappos.com RFP. By the time we toured the facility four days later (two of which were a weekend), 114 agencies were involved. By the time we decided to go for it, with five days remaining before the proposal was due, 141 agencies were involved. And by the time the written proposal was due, 170 agencies were involved. 104 agencies submitted their written proposals on time.
Squeezed in-between 104 proposals from monsters shops that spanned from LA to New York to Boston to San Francisco was a boutique agency from Phoenix with big dreams and even bigger ideas on how to improve Zappos.com’s business. It was a test to see if our philosophy and thinking really were something worth reading about.
Two weeks later HAPI received a call from Zappos.com inviting the agency to the oral presentation. Our written proposal had beaten out 98 other agencies. We heard the news on a Wednesday and barely had time to realize our accomplishment before a follow-up e-mail dinged my computer.
“Hey Jason – Looks like we’re set for Friday at 1:00. Looking forward to it. I thought your RFP was creative and done very well. Thanks for being able to respond on such short notice!” Crap. We had two days to prepare for the oral presentation.
As you know by now, if you do read the ad rags, we didn’t win the Zappos.com business. As of this writing, no agency has won it. Three finalist were selected from the 26 agencies that were invited to present. Among fellow presenters that didn’t make the top three were Omnicom Group’s BBDO in New York, Interpublic Group’s The Martin Agency in Richmond and Havas’ Arnold in Boston. No wonder that pile of proposals felt so heavy.
Ordinarily, we wouldn’t promote a defeat. But this pitch wasn’t a defeat. HAPI didn’t win the Zappos business. HAPI won validation that agencies are on a more level playing field than ever before. While strategic and creative thinking are still the driving force in our industry, companies are demanding greater flexibility and responsiveness from agencies. If big conventional agencies are unwilling to accept the change and play within the new rules, brands are ready to look elsewhere. Even to a green-covered proposal sticking out from a stack of hundreds. And how can we not feel happy about that?
El Chorro Lodge has hired HAPI as creative partner. Our agency has been asked to develop El Chorro’s new branding materials including, logo, business system, graphics standards and collateral. El Chorro Lodge is a true Arizona landmark that first opened its doors in 1937. Famous for its sticky buns and down-to-earth Arizona charm, El Chorro recently underwent a change in ownership and management. The new owners want to preserve the legacy of the original while enhancing the experience for all with new architecture, interior design, and landscaping. We get to do the creative branding. Don’t panic, sticky buns will still be a big a part of the menu, along with other El Chorro favorites. You thought El Chorro was fun last holiday season? Wait until you see the new-old El Chorro, opening Fall 2009. Check out their Website right over yonder to find out more.
Welcome to HAPI’s blog, one of millions of blogs cluttering the Internet. Blogging is like putting a bullhorn to your mouth and trying to yell over a stadium full of people all with bullhorns to their mouths. HAPI promises not to use this blog as a soap box, nor to use it as a forum to wax eloquent about ourselves. We refuse to be blog hogs. While we certainly aspire to contribute and circulate relevant information about our industry, this blog has a different calling. Blogs are incredibly fast ways to communicate information. The purpose of HAPI News! is to keep clients and prospective clients up to date on our business (advertising). HAPI News! is the logical place to publicize our most recent news and work until we’ve had a chance to upload it to our Website. We’ll do our best to keep the content focused and entertaining, and to spread the happiness where we can. And we promise not to yell. Have a great day!