Radio FG
The Ask: Launch and establish the France-based house music streaming platform, Radio FG, in America and drive downloads of the Radio FG app.
The Challenge: Spotify, Apple Music, and Soundcloud dominate the US music streaming market and American House fans are unaware of Radio FG’s brand and offerings.
The Insight: The fear of fitting in unlocks the pride of being different. House Connoisseurs and Radio FG both reject the mainstream and embrace diverse self-expression. People who subscribe to the culture of House are afraid of becoming mainstream because it means losing their unique identities.
The Opportunity: Position Radio FG as a side dish to the main meal of major streaming platforms (Spotify, Apple Music).
The Strategy: Find Radio FG House a new home in the US by being seen through sound. Show the House-hungry US consumer how appetizing the side of Radio FG is by identifying opportunities where Radio FG can integrate its streaming offerings into the existing American House landscape by connecting and finding common ground with House Connoisseurs.
Fiat x Giorgio Armani
The Ask: Center a brand activation around the “Big Game” that uses the launch of the Fiat 500e Armani edition to increase awareness of the standard 500e and position it as a luxury sustainable vehicle.
The Challenge: The American consumer does not associate Fiat with luxury and cherry-picks prioritizing sustainability at their convenience.
The Insight: People work hard to avoid being part of the problem, but do little work to be part of the solution.
The Opportunity: Stretch Fiat’s brand perception into the luxury sector by leaning into Armani’s sophisticated and chic brand image and strong female consumer base.
The Strategy: Inspire smart, sustainable choices with Fiat's aesthetic excellence for mindful transportation decisions.
Vital Farms
The Ask: Create a new campaign that highlights the unique qualities of Vital Farms Organic Eggs in a way that encourages first-time trial among a more mainstream audience.
The Challenge: Consumers are not informed about animal welfare jargon and lack reasoning to justify Vital Farms’ higher price point.
The Insight: Parents strive to bring the best to the table for their kids.
The Opportunity: Position Vital Farms as the unequivocal leader in transparent sustainability to reach brand-agnostic consumers who associate sustainability with high prices with no animal welfare outcomes.
The Strategy: Encourage conscientious parents to switch to Vital Farms Organic eggs by aligning the values of both nutrition and ethics with their desire to provide the best for their kids.