Bringing Humanity to a Technology Brand.

EC1 set out to uncover the humanity behind the #2 browser in the world, Mozilla Firefox. On our search for the heart and soul of the brand, we interviewed the staff, the founders and the hard-core techies who made Firefox what it is today. We listened—sometimes very hard as the technology was slightly over our heads—but we felt a lot.  We felt their passion for their product.  And even more so, we felt their dedication to the cause of keeping the web free, open and accessible to everyone.

Firefox is the only non-profit browser in the market. It creates and innovates by putting the public’s benefit over the bottom line. Every product and service is created for the end user—not for the gain of anyone else.

The thing is, most people don’t know about Firefox’s non-profit status, which we found is a very compelling point of difference to consumers. It makes new users want to seek the browser out.  It makes current users more loyal.  It makes lapsed users open-minded for a second chance.  It gives people a reason to love Firefox beyond it being a great product.

Out of these findings, we created three campaigns:

1) The first was an internal campaign in the form of a 24-page brand book distributed to Mozilla’s 300+ employees.

2) The second was a single-market OOH campaign. It’s a toe in the water, so to speak, of a much larger brand initiative to come.

3) The third (which technically happened first) was Firefoxlive.org. The main purpose was to engage a more general audience (aka an unengaged audience) with the brand for a beta test. In lieu of having exact messaging in place, we harnessed the power of cute, which turned out to be quite powerful: 3 million site visitors spending a total of 19 million minutes on the site. Visitors learned Firefox is a non-profit organization that protects the online world and its endangered mascot in the real world.

Cosmetic Confessions

Challenge

Create a community-based website and an online display campaign to support it – all in six weeks, to support the launch of a new suite of products.

Insight

Every woman has a naughty side. Our "Confessions" campaign encouraged them to share that side with others. When they did so, they could win prizes, including the highly coveted opportunity to name a BUXOM lip gloss.

Communication

An interactive microsite and online display campaign.

Results

We generated nearly seven million impressions, and had a cost per click nearly three times lower than the industry standard.

The Story's On 7

Challenge

With parity and personalities dominating much of local news advertising, the challenge was to serve up ABC 7's passion for delivering "the story"—news beyond a headline or a sound byte.

Insight

A news anchor talking about a story, or the reporting process, always turned the news anchor into a salesperson. To make the concept and the claim (the story's on 7) credible, these spots rely upon the words and ideas that form the story to build—engaging the viewer's curiosity, demonstrating the process and allowing the story to be king.

Communication

Brand positioning (to guide the station’s in-house promotions team), print advertising in local newspapers, outdoor advertising.

I love Monterey.org

Challenge

Bring one of the world’s finest aquariums to top of mind for travelers nationwide who are considering a trip to California.

Insight

As Monterey’s premier destination, Monterey Bay Aquarium could benefit not just from Aquarium-specific advertising, but from creating an immersive Monterey experience.

Communication

Lovemonterey.org – an interactive microsite that allows users to discover Monterey, and the Aquarium, on their own terms.

Pacific Life

Challenge

Pacific Life is well known as "the whale company," but how do you turn that symbol into a meaningful metaphor? How do you use it to build affinity for the brand?

Insight

In many ways, there is a strong kinship between the humpback whale and humankind. We built a campaign around the humanity of whales.

Communication

Television campaign.

The Time Is Now

Challenge

The 2009 San Francisco 49ers season started with all the potential of making the playoffs, but unfortunately the most common commodity in the NFL is unrealized potential. Close is not good enough for this storied franchise. Unfulfilled potential does not motivate season ticket renewals, attention to every detail helps. Our challenge was to instill a sense of urgency as voiced by the players.

Insight

All the sweat and hard work in the off-season will not erase the memory of an 8-8 season. Only winning can do that. Our messaging was a reflection of the frustrations felt by players and fans alike. We focused on the idea that the time is now. The success of this season is in the execution of every detail, the discipline to finish every play and every game.

Our ability to execute cannot be a sometimes thing. We must leave no doubt and offer no excuses. There is only one thing left to do...FINISH.

Communication

TV, online, print, billboards, contests, events and merchandise designs.

Love, Aquarium Style

Challenge

Remind Californians that the Aquarium is the premier place to visit for entertainment and education, despite the worsening economy and a substantial increase in ticket prices. The Aquarium’s newest exhibit, The Secret Lives of Seahorses, invited visitors to discover more about these fascinating creatures.

Insight

Although many seahorse habitats are wonderfully odd (male pregnancy, for one), we brought to life the relationship aspect of these creatures, surprisingly similar to our own.

Communication

Digital PR, email, online, television, radio, outdoor, transit takeovers, events, sponsorships.

Aligning a Small-Town Image with State-of-the-Art Capabilities

Challenge

The Community Hospital of the Monterey Peninsula has long been known as an integral part of Monterey – the perfect place for routine tests, checkups and community events. But they’re also one of the top heart centers in the region and a state-of-the-art medical facility. They decided it was time to step up and let people know about their full suite of capabilities.

Insight

A hospital isn’t necessarily judged on its technology and statistics – instead, it's judged by its ability to help patients continue to live well.

Communication

Television Campaign.

The elements of Beach Mex

Challenge

Find an engaging way to explain the idea behind “Beach Mex” that allows us to delve into both cuisine and lifestyle.

Insight

“Great food, great fun” is a lot more memorable when expressed in an unconventional way.

Communication

TV, online, in-store, packaging.

Results

The “Elements of Beach Mex” campaign started off as a cup design project and is now being employed in Rubio’s television spots and website. It’s a simple, memorable way to talk about the many things that make Beach Mex, Beach Mex, and set Rubio’s apart from its competition.

Doing Good for the Do-Gooders

Ordinary People. Extraordinary Stories.

Challenge

Develop brand awareness and lasting interest for an event that only happens once a year.

Insight

The environmental activists that the Goldman Prize honors are so extraordinary, their stories so amazing, that our task was simply to present their stories in a clear, compelling way, and let the Prize winners amazing feats speak for themselves.

Communication

The New York Times full-page print ad, rich media and display campaign, blogger outreach and targeted social media campaigns.

Explore Chattanooga

Challenge

Chattanooga's cultural and geographic diversity make it difficult to describe to those who have yet to visit the city and its surrounding areas. Additionally, the new Georgia Aquarium, while rated lower on guest satisfaction in comparison to the Tennessee Aquarium, is one of the region's hottest attractions and has been luring visitors to Atlanta instead of Chattanooga.

Insight

Chattanooga offers the best of both worlds: big city events and activities—including the award winning aquarium—wrapped in the charm of a small Southern town, making it uniquely engaging.

Communication

Online, email, microsite, and radio.

The Story of California. The Story of You

Challenge

The Oakland Museum of California (OMCA) was reopening its doors after a $58 million renovation. While the museum is unparalleled in telling the story of California through its art, history and natural science galleries, it suffered from a non-existent brand identity and lack of awareness within the community. It also faced competition from the better known museums in the area and, due to its non-tourist location, must rely on local support, repeat visits and annual memberships to be successful.

Far more than your typical museum, the OMCA is a community hub where visitors can interact, share their perspectives on California and become part of the museum experience.

Communication

Print, outdoor, online, TV, radio, and transit takeovers.