Picks of the Week: January 9, 2017
GoDaddy Creates Itty Bitty Ballers with Jonas Valanciunas
GoDaddy has recently partnered with Toronto Raptors’ Jonas Valanciunas to launch the online store Itty Bitty Ballers. The website, which was built by Valanciunas himself in conjunction with GoDaddy’s professional support, features miniature figurines of Valanciunas for purchase. Proceeds of each figurine will go towards MLSE Foundation. The website and sponsorship is being promoted with both a 30 and 60-second national broadcast spot. GoDaddy is also running a contest for small business owners. Any owner can submit their entry by answering “What inspired your small business?” for a chance to win $5,000 cash and $2,500 in GoDaddy services. The campaign demonstrates GoDaddy’s services, while at the same time contributing MLSE Foundation - providing a valuable CSR component.
TurboTax Launches New Campaign with Multiple Endorsers
TurboTax has brought on multiple big name endorsers, including David Ortiz and DJ Khaled, for their new 'Relax, there's TurboTax' campaign. The campaign features a series of comedic spots that will play during tax season, as well as a 45 second feature during this year's Super Bowl. The main message of the campaign is that "You're never alone when doing your taxes". The spots all highlight TurboTax’s new feature called SmartLook, which allows customers direct access to a TurboTax expert or a professional accountant via a one-way video connection for real time answers to specific tax questions. The timing of this campaign comes just at the start of tax season, which can be stressful for many people. The TurboTax spots provide humour while showcasing a new and valuable feature. Also, by using a range of recognizable celebrities, TurboTax is able to appeal to a large audience (i.e. DJ Khaled to target millennials; David Ortiz to target an older demographic).
Armani Creates Short Film in Support of the Special Olympics
Ahead of the holidays, Armani launched a short film titled "A Night at Armani/Silos" in support of Special Olympics Italy. The video takes place at the Armani/Silos museum, featuring the EA7 Milano basketball team. The team is shown playing throughout the museum in the middle of the night, before disappearing when a museum guard investigates. The idea behind the short film is to bring together fashion, sport, and art, in celebration of the Milanese heritage. Through the spot, Armani is able to bring together multiple properties, including the Armani/Silos museum which plays host to Armani fashion shows, the EA7 basketball team, while promoting Armani's sponsorship of Special Olympics Italy. The Armani/Silos museum is currently home to the Emotions of the Athletic Body in Action exhibit, which has been personally curated by Giorgio Armani, tying into the athletic theme of the spot.