Situation

Pioneer New Media was in a real funk. Their agency of record didn't get it.  And they were running out of two by fours trying to gain their attention.
   Advertisingese, the English language as spoken by advertising copywriters, really wasn't what Pioneer needed. Copy that lacked empathy doesn't serve their strategy of working one-on-one with professional software developers. They had run out of time on creative and first closings for the new campaign's media schedule were just three weeks away. They needed to solve their creative dilemma now.

Problem

Solution

The Trust Your Master Campaign:  Doesn't it make sense to trust your master to the company that pioneered the technology?  That's what we thought too. 
   The single headline and original graphic campaign carried an integral message into a series of media formats. Space ads in vertical publications took the campaign message to the heart of the target market in an idiom that laid out the compelling logic. Later, these elements were extended into digital handouts as well as into direct mail and online media.

Results

The campaign had exceptional holding power. The agency was awarded the Pioneer New Media account and ran this campaign for over three years. The client never made his results known, but was obviously confident enough to expand and extend the media schedule into dozens of other media.