OTOi

How do you launch an intranasal steroid, into an already crowded allergy category? GSK faced the dual challenges of differentiating this new brand for acquisition and communicating the benefits of the product. Partnering with GSK and offline agencies, OTOi helped the client define the Veramyst brand identify and visual experience ,to create one of GSK’s most unified, cross-media product launches.

Motorola was prepared to introduce a new mobile computing platform that would transform digital phones into mobile computing devices. The first product in this new line of handsets was the i85s. This phone was exciting in that it represented the latest in current technology. But there was a problem: the technology was so new, no one had ever heard of it. An additional complication was that Motorola was uncertain of the i85 target audience. In addition to these specific objectives, Motorola also needed to engage prospective customers in inventive ways and provide richer experiences in order to support this technologically advanced product.

Nextel hired One to One to formally establish the online channel as a viable medium for acquiring new customers. Saddled with economic recession and disparate target audiences (both consumers and dealers had to be addressed at once), this was a significant task. One to One Interactive was tapped to help Nextel meet these challenges, and reach additional specific goals: drive qualified leads to an online store and/or telesales vehicle, generate maximum number of leads at just $35 each, make use of proven site categories and creative formats (versus untested formats), place multiple creative messages in the market at one time, and optimize often.