By Jeff Goss, CEO/Creative Director
Clunky ID bracelets of the ‘50s and ‘60s by Speidel were engraved with teens’ names and exchanged and worn when dating–a brand and product withering of the vine in the ‘90s.
What to do? With a little research we identified the top 3 social issues for teens: drunk driving, environment and drugs. We selected very cool, hot and top realistic models to share their personal perspective on these issues. We shot in Central Park, SoHo and 23rd Street in New York City. We took the name Speidel and enlarged the letters “ID” to fit within the photo and perspective of the teen.
The campaign was placed in magazines Teen, Sassy, YM, and Miss–a hit and very popular with teens and written up in Ad Age–and won a bronze EFFIE for advertising effectiveness with a 37% increase in sales, exceeding all projections and goals.
This is an example and result of identifying with a target audience with your product and its benefit–the core of all effective advertising.