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Glidden® Paint Website Development
Glidden.com was named Best of Show 2010
by the Web Marketing Association
AkzoNobel Paints came to hfa with a major task – support an initiative to reinvent the Glidden Paint brand among the DIY audience by launching a newly imagined glidden.com website.
The objective was to raise awareness and, most importantly, inspire confidence. Research found that this audience wanted expert help in finding their style. Glidden.com would provide them with a simple, fun and easy process for choosing colors and assembling a "Stuff List."
The centerpiece of the redesign is the Glidden Room Painter, an online tool that allows users to sample various paint colors in a wide-open room environment.
Users choose colors from 282 virtual paint chips. A "Flip The Chip" feature allows them to find professionally chosen complementary colors to help create an overall color scheme.
The Top 10 page has pre-selected color palettes with themes like “Feels Like Home” and "Quiet Time."
Paint amounts, supply needs and favorite color schemes are saved on a "Stuff List." Users may share color schemes to gather opinions and ideas. And a store locator indicates where they can make their purchases.
"hfa's re-imagining of Glidden.com has been crucial to the renewed success of the Glidden brand."
Rob Horton, Vice President of Marketing, AkzoNobel
Archerfish Product Launch
Archerfish developed a new high-tech product to bring to market. But the launch of the cutting-edge Archerfish Solo video surveillance system presented an age-old problem – how to generate as much awareness as possible on a strict budget.
With three months to make it happen, Archerfish needed effective solutions with little margin for error. hfa was up to the challenge – and delivered a launch plan with serious impact.
The creative campaign was sleek, clean and conversational – appealing to a tech-savvy audience.
Online advertorials and website takeovers delivered the message to high-traffic digital touchpoints.
This screen in Times Square generated around 20,000 impressions a day, making it a premium location for mass brand exposure.
Amazon.com sold out of the initial order of Archerfish Solo video surveillance systems.
Akron General Rebranding
One of Akron's most esteemed hospitals, Akron General, was facing stiff competition from multiple healthcare institutions aggressively expanding their field of influence into the Akron area. Akron General’s challenge was daunting: How could they build preference for their brand while promoting the importance of making informed choices when selecting a hospital?
hfa responded with a dramatic and far-reaching campaign that cut through a sea of marketing sameness to empower consumers, reinvigorate the brand and increase preference for Akron General.
An introductory print campaign with the tagline "The Choice You Can Believe In" showcased key Akron General physicians, employees and volunteers.
Acknowledging that people don’t like emergency rooms waits, hfa used digital billboards to share current average wait times at Akron General ERs. Wait times were also available on Akron General's website.
To get consumers thinking about their health, Akron General's multi-tiered campaign included informative web banners and takeover pages.
Rated “Most Preferred Hospital” for 14 years
Liquid Nails® Brand Repositioning
The LIQUID NAILS® Adhesive brand needed invigoration after a two-year period of relative silence. The goal was to re-establish its position as an industry leader by building interest among contractors, growing brand share and expanding the account base.
hfa responded with caulking guns a-blazing. A revamped website was just the beginning of a brand rejuvenation initiative that spanned multiple media, disciplines and languages. The constantly evolving, integrated work powered LIQUID NAILS brand awareness throughout the contractor segment.
The new website included separate Pro and DIY pages with content and tone specific to each audience.
A strategic media spend maximized the exposure of the evolving campaign, including expansion into the Hispanic market.
The Extreme Temperature Treasure Hunt promotion used an online game to gather customer data and showcase product benefits.
