Can UX Save the World?

I work at an ad agency, and like many ad agencies, we are evolving quickly. When someone leaves us, we often replace them with someone more, well, digital. We speak in terms of concepts, but also usability. We're discussing the "mobile mindset." We're measuring bounce rates. We're not drinking martinis at lunch.

 This blog is about brands with purpose that do good in the world. Big picture stuff. UX, on the other hand, is about detailed user design metrics. That's why this is inspiring: "UX for Good."

First up, they're focusing on New Orleans musicians, whose cultural history and livelihood need help. They got an event coming up down there - #ux4good2012 - starting today, running through May 4th.

The "event" will include feet-on-the-ground research, and ideation sessions. Interesting sponsors signing up, like ad agency DraftFCB. They work with big brands like Dow, Dockers, Kraft, Kmart, Nestle, Sony, Taco Bell, VW ...

If DraftFCB sees the power in Doing Good for brands, I hope it starts some "Good" conversations with their clients. How doing good builds loyalty. How the UX can be designed for maximum results.

Follow the UX for Good team in NOLA this week on Twitter at @ux4good.

2010 Cone Holiday Trend Tracker

Cone is a cool little agency, delving into some consistent thought-leadership on customer attitudes toward companies that do Good. Here's their latest, just in time for the holidays.

Cone says: "‘Tis the season for giving back, and companies should be prepared to lead the charge. Nearly nine-in-10 consumers (89%) want companies to support causes this holiday season, and 78 percent want to be personally engaged in these efforts. Getting a jump on their shopping, half (49%) of Americans say they have already purchased or plan to purchase a holiday gift that supports a cause this year, according to the 2010 Cone Holiday Trend Tracker."

Download the results here: http://www.coneinc.com/2010-cone-holiday-trend-tracker
(Or, here ... http://www.coneinc.com/ )

The Elephant in Starbucks’ Social Media Room

One of the hottest social media case studies going these days is Starbucks. And as everyone’s pointing out, they’re doing a bang up job. So many great lessons other brands can learn. Listening (My Starbucks Idea), loyalty (online card tracking), engage (responsive Facebook presence) … just about every social media buzzword you can think of, they’re nailing it.

But there’s something at the heart of so many of their programs... People aren’t talking about it, but it’s critical. It’s how much “doing good” they use in the mix.

Here’s a great keynote speech by Starbucks Director of Social Media at some conference. It’s great. You can feel the hype in the room about the seamless coordination of digital and traditional. (Thanks to Griffn Farley for sharing this video on his blog, Propagation Planning.)


Did you notice how much Good they’re weaving into their marketing? And nobody’s talking about it. No one’s diagnosing it, analyzing it, figuring out how to adopt it as part of their model. Bizarre.

I guess it’s such a part of the Starbucks DNA that it’s a foregone conclusion. “They crowdsourced video from around the world! They created a movement online! They increased participation and talk value for the brand!” But let’s talk about the foundation of that program: Doing Good. The speaker all-but glosses over the very heart of what makes this effort succeed. “It’s supports our involvement in Project (RED), it launched on World AIDS Day, and we donated 5-cents for every cup of coffee we sold to the Global Fund.”

When we look to the Starbucks social media case study, we have to learn from the Purpose they build from. If you try to do this without a charitable component, would it stand a chance?

That great stunt of people coming together to make a big collage of coffee cups that made a huge drawing of a tree? So cool. And by the way, let’s not forget, the reason everybody is doing this fun thing is to reduce waste and save trees. A great effort, perfect for the brand, built on a foundation of Purpose from which to launch a cool execution. Her result: “We increased Facebook fans by 20%.” Personally, I’d like to know how much waste they reduced, or how many trees they saved, because that’s the thing people are becoming a fan of.

When I click “Like,” I’m not saying I like Starbucks coffee. I’m saying, “I like that Starbucks is doing big things to help the environment.” And so, I want to have a relationship with this brand.

And the bit about Haiti? Seems it had a lot more to do with doing Good than any expert deployment of social media.

Don’t get me wrong, I love this presentation, and I’m definitely looking to Starbucks to learn how to market online. But I’d love to hear the other half of this presentation; the one about how powerful doing Good is. The part about how to build Good into a marketing plan, how and when to tie it to sales, and how to deal with the politics and PR of it all. I’m sure there’s a lot we can all learn from that story as well.

My takeaway: Social media and doing Good work insanely well together.

Give people something to believe in, and give them a way to get involved.

Pepsi Refresh Everything

What are people becoming a fan of? In the case of Pepsi’s huge good-marketing campaign, seems like people are fans of Pepsi giving money to charities. They’re fans of making the world a better place.

Are they fans of Pepsi cola as a thirst-quenching liquid?

In an industry of absolute parity, maybe that doesn’t matter so much. With a hammer this large, maybe relevance isn’t an issue.

Pepsi’s crowdsourcing, voting, consumer involvement, use of social (Facebook and well beyond) is all fantastic. Their giving strategy is so broad, it’s all-encompassing.

Does it have anything to do with selling a can of soda?

Does it need to?


Pepsi is giving away $1.3 million in grants each month, to non-profits in six categories. Health. Arts & Culture. Food & Shelter. The Planet. Neighborhoods. Education.

They’ve partnered with GOOD Magazine, and some other, more functional, charity-related organizations. This gives them credibility, as does their alliances with the non-profit community, and transparent dialogue with customers and bloggers.

They’re doing this right.

http://www.good.is/post/vote-on-the-pepsi-refresh-project/

Funny thing. They’re getting tons of buzz in two areas: social media, and non-profits.

Have they stepped away from their role in the mainstream? Away from teens and the “new generation?” That’s always been what Pepsi is all about, right?

They’ve obviously recognized that doing good is a huge trend with the younger generation; it’s important to them. And Pepsi sees how it’s a much more meaningful bond to have with their customers than, say, Michael J Fox.

Smaller companies can’t spread themselves this thin, by adopting a strategy this broad, donating to “everything.” (“What should our charitable focus be?” … “I know. How about ‘everything’?”)

For most companies, the challenge (and opportunity) is to choose a narrow cause that aligns with their purpose, and their customers’ beliefs.

And any company, even Pepsi, has an opportunity to somehow tie their Good program into moving units.

The fact that an organization as huge as Pepsi has chosen to get behind the Good thing in such a huge way speaks volumes.

For advertisers, it may be another signpost on the road away from ads that are “merely entertaining.” (No small feat, that.)

This builds community, engages people, gets people talking and spreading the program on their own. The earned media exposure on this is un-buyably huge.

In the ‘60s, the medium was the message. Today, the consumer is the media. People themselves are one of the most potent communication channels. (And of course social media is a huge way to activate and influence the conversation.)

I’ve read a lot of knee-jerk reactions in the blogosphere about this campaign, but one stood out. Joanne Fritz of the Nonprofits Charitable Blog on About.com.) noted some nice aspects of Pepsi’s execution. 1) it’s not only on a closed site like Facebook (though I like how it also uses Facebook), 2) it’s understandable, 3) it pays attention to outcomes, 4) the grants come in several sizes, 5) there’s a new opportunity every month.

As Bonin Bough, Global Director for Digital and Social Media at PepsiCo says, (unlike other contests)
The Refresh Project “is a movement, not a moment.”

He also says, “never before has a trusted brand engaged in the work of doing social good with the level of resources behind the Pepsi Refresh Project.”

So. Pepsi is giving away $20 million. For little local charities, that’s a lot. But for Pepsi, that’s a drop in the bucket. In this case, a very well-placed drop.

www.refresheverything.com

Puma's Clever Little Bag

This one kind of speaks for itself.

It's a great example of a company doing some good, getting attention, and winning fans by doing so.



I don't think anyone is going to buy Puma's just for the bag.
But it gets attention for some very good reasons.

It makes Puma different; not just the packaging, but the way I view the brand.

Mad props to Fuseproject.
www.fuseproject.com

The Lonely Alligator

This is a great idea, bigger than just one company. But oddly, the one big brand that has embraced it is standing there alone. Well, they’ve enlisted a couple other small brands, but come on.

Let’s back up. Companies have used animals for logos since the dawn of time. Since then, some of these creatures we wear on our shirts and drink from our beer steins have become endangered. No help from those companies manufacturing said shirts, etc – until now.

It’s called Save Your Logo; a program that companies can participate in to fund preservation of their namesake critter.


The first big brand to sign up is Lacoste, that of the endangered crocodile.


Learn more here:
http://www.lacoste.com/saveyourlogo/
http://www.saveyourlogo.org/en

It's a simple, clear proposition. Buy a shirt with a crocodile on it, and some of the money goes to the crocodiles. That's pretty cool. Almost makes a $100 polo shirt worth it.

But. They need to enlist more companies to really make it a movement. Either this should be The Lacoste Thing, or it should be much bigger. Being in limbo, I can’t see this well-intended, original idea getting much traction.

Which other brands should save their logos, you ask? Below, I humbly offer some ideas.

Write your local CMO.

Toyota Sees Beyond Cars

Toyota is one of the biggest advertisers in the country. And they’ve staked their huge new brand campaign (from Dentsu) on Doing Good.


They talk about creating American jobs at all the plants they have here. They talk about producing as little waste as possible, and their zero landfill targets. – (Bear in mind, this isn’t a fringe sub-campaign. This is Toyota’s new brand campaign.)

They talk about their safety innovations. Their partnership with the Audubon Society to “green” communities from Brooklyn to San Antonio. The $35 million they’ve donated toward children’s literacy. Fixing parks. Planting trees. Supporting college water sustainability standards … The list goes on and on.

It’s a lot of information we didn’t know about Toyota. And while it may not constitute total transparency, it sure feels like it. It feels like Toyota isn’t afraid to pull back the curtain and show you the factories, the parks, the people, the customers.

And it also invites viewers to chime in with their own stories, building a sense of community, participation, fandom, and in a way – crowdsourcing stories and ideas.

Creatively, my first impression of “Beyond Cars” was, Okay you see beyond cars, but if I want to buy a car I want Toyota to be really focused on that car, not some hippy tree-planting stuff.* However ...


After delving into the website, the good feelings I gained about Toyota overpowered the need for them to show me sheet metal. I already know Toyota makes great cars. Now I know a lot more. And in this case, the more I learn, the more I like them.

What other car company can say that?

* (Also, the creative is not particularly attention-getting. What is attention-getting is the mechanics of it: all the Good stuff they do, the transparency of it all, and the involvement of the website. It’s the community-building that gets the attention here, not a clever ad. In this case, the most compelling thing is to simply say the truth.)

(PS - If you want another Green car idea that's more closely tied to sales, you may also like THIS.)

Yoplait and Breasts. (Advantage: Breasts)

This clip has already taken its swift lap around the interwebs, but I thought I’d chime in with a thought about balance. (First, let me say that I think this program is fantastic. The target and the cause align really well, and Yoplait will make lots of fans with this effort, I’m sure.)



I think this is 95% awesome, and really only falls down a bit in the balance of the creative. Don’t get me wrong, this spot is simple, clear, plenty edgy for their Gen Y target, and obviously it's compelling enough to get forwarded around the ad blogs, so I think it’s succeeding in a big way.

And I love the way they’re involving consumers (even though it’s not tied to purchase); “For every pledge received by October 31, 2009, Yoplait will donate 10 cents to Susan G. Komen for the Cure, up to $100,000.”

If I were to nit-pick (everyone’s a critic, right), it would be about losing the brand.

This is a great campaign for breast cancer, though I do wish it worked harder for Yoplait. They’ve almost relegated their own brand to sponsorship status (with the exception of the smart URL www.facebook.com/YoplaitPledge).

Creatively, the lesson here is, if you’re a big brand putting a spotlight on a great cause, don’t get off the stage too much.

(For an example, check out how the brand shares the spotlight in THIS campaign.)

(Thanks to the Cone agency for doing this great work, and spreading the news about it. Kudos.)

(Oh, and please do take the YoplaitPledge on Facebook, HERE

Good Down To Your Toes

There’s big business from the ankles down. And there may be no easier area for Joe shopper to do something good. It's almost freaky how many shoe companies are making the world a better place.

As I've mentioned before on this blog, you can look at the world-of-good as split into two camps: those that ARE good, and those that DO good.

Brooks running shoes made a shoe that IS good. What I mean is, they’re making the world a better place by the way they build (one of) their shoes. It’s called The Green Silence, and it's a high-performance marathon shoe made out of recycled plastic bottles, sofa foam, and CDs (pictured). It’s got pretty damn good green credentials. (NYTimes’ Green Blog covered it HERE.)


Similarly, Simple Shoes (“Shoes for a Happy Planet”) has long been the hipster’s purveyor of recycled and earth-friendly shoes. (I bought a pair off Zappos.com not long ago, and let me tell you, they kick the crap out of Converse All-Stars.)


Puma is taking the other approach. Rather than greening their operations, they’re helping those in need. They put on a shoe exchange program (with Soles4Souls) – bring in any pair of shoes, deposit them in them in the bin at the store and receive 30% off your purchase. The used shoes are given to charity. (June/July 2009)

Likewise, there’s the ugliest shoes (slippers, more like it) on earth, Toms Shoes. Their tagline is, “One for One”. Like Soles4Souls, they give a pair of shoes to those who need ‘em for every pair they sell. They've built their whole business on it. (More on Toms, HERE.)

Footwear is a mature market, rife with parity. So some smart companies are acting out to differentiate themselves, and do something people can get behind. Want to save the environment? There’s a shoe out there for you. Want to help the shoeless? Just buy this brand and it’s done.

This segment is leading with their good foot. The rest of the body is sure to catch up.

* Inappropriate footnote: the Soles4Souls tagline is, “Changing the World, One Pair at a Time.” Which is funny, if you have a dirty mind like me. More about them, HERE. http://www.soles4souls.org/

Snickers: Bar Hunger

Hello textbook strategy. If your brand position is “don’t go hungry,” then guess what your charity of choice will be?

So. Snickers is donating at least 3 million meals to Feeding America, fueled by customer participation. It’s simple, smart, strategic, and beats the heck out of just giving candy bars to those who can’t afford a meal. Nice work, Snickers. (I'm not sure how much TBWA/Chiat/Day New York had to do with this, but it seems they're at least involved, since they're Snickers' lead agency.)

It must be noted here – AGAIN with the Feeding America!

They’ve partnered with Quaker/Goodby/Edelman, and Mullen’s Bread Art Project, and countless others. Whoever’s in charge over at Feeding America is kicking ass with the brand participation. Someone give that do-gooder a candy bar.

Results

Today, I got an e-mail from the Bread Art Project, an online campaign for the Grain Food Foundation that supported Feeding America. It said, “Together We Made A Big Difference,” citing the earnings of $25,000.

Cynical guy that I am, I instantly guessed that the site must’ve cost at least twice that. It’s a very cool site, created by Mullen (see earlier blog post HERE).

So wouldn’t they have done more good by simply giving the marketing budget to charity?

This logic makes me think of the RED campaign. Converse, Target, Motorola, Gap, and many other huge retailers participated, not to mention celebrities. Critics of the RED campaign have said that they spent more on marketing than the amount they raised for charity. “They should’ve just given the marketing budget straight to charity. It would’ve done more good,” the critics say.


My response: that option wasn’t on the table. At the beginning of the project, they probably had a choice. The retailers could either send postcards to their databases, asking for donations, and maybe donate some themselves. (And they could’ve blown the whole budget that way.) Or, they could do something bigger. Something that invented new products, that let retailers own the campaign in a bigger way, something that consumers make a statement, and join a movement. They decided to do the latter.

If there’s a marketing budget, it’s a marketing budget. It’s supposed to get spent. And the more good it can do in the process, the better. Is it wasteful? Possibly. Maybe the ROI isn’t there. Maybe Gap should stop paying to make clothes, and use that money to eliminate AIDS in Africa instead.

I don’t think that’s gonna happen.

We can’t evaluate a “marketing+good” campaign on pure ROI for the charity. It’s a muddy mix of Goodwill and revenues that comes back.

Using marketing budgets for “good” is a win for the world. And if it’s also a win for the brand, so what? That's great. It encourages them to do it again and again.

Perhaps the cost of getting famous brands and celebrities to raise $200 million for Africa is $500 million.*

Even if it is, I still say do it. Because the alternative is to spend the full $500 million on a regular ad campaign with zero going to Africa. And maybe fewer people lining up to buy.

* these numbers are completely made up.

Absolut Gets Naked for the Gays. (Thankfully, Alec Baldwin just writes.)

As long as there is someone being discriminated against, there will be an opportunity for anyone – even a brand – to take their side. And in so doing, take the moral high ground.

Here, Absolut Vodka loses its label for folks being discriminated against due to their sexual orientation. “In An Absolut World, There Are No Labels."

The vodka brand goes on to say, "The vision from Absolut is to challenge the entire concept of labels and prejudice, in pursuit of a more diverse, vibrant and respectful world.”

Creatively, this is so simple and gutsy, it's great. And it works because the bottle is so iconic, even without the name of the product printed on the front you know exactly what brand it is. Not many brands can do this. Absolut realized they could, and then had the guts to take their name - arguably their very brand - off the package. That's cool.

And while the topic of Prop 8 is hot, Alec Baldwin offers his unique clarity in a little article, found HERE.

To see how another huge brand is responding to Prop 8, click HERE

NBC is a Brand. NBC is a Brand Doing Good

If you’re NBC, how do you do good? You have no physical product, no stores to appear in, your product isn’t filling land fills.

First, maybe you realize that any loyalty you may have is likely to the shows, not to your network. Secondly, use what you have.

NBC has millions of viewers who love certain characters on their shows. The asset they’re leveraging here is not the viewers, and it’s not so much the celebrities, but it’s the LOVE. One nice thing about doing good: celebrities like to join in.

The spots are as entertaining as the shows (well, some of them are), so people won’t change the channel.

Is the program working? All I know is, if it’s mainstream enough for the leading major network to get behind it, then I’ll bet more of mainstream America is “greening their routine.” It’s “normal-ified.” Here’s a bit about being healthy:



A star-studded clip about NBC’s “The More You Know” program in this handy video.



Even better, are NBC’s fake PSAs featuring the cast of The Office. (There’s a bunch of them on YouTube.) Here’s some useful information from Dwight Schrute about the Arctic Wolf.



If all your brand has is a loudspeaker and a spotlight, then that's what you can use for good. And guess what, your customers like you for it.

A Tree Falling In The Frosted Flake Forest

Apparently, Frosted Flakes is doing good.

Maybe I’m not hearing about this because I’m not watching Saturday morning cartoons. But I do pay attention to advertising. I have no idea why this isn’t getting more chatter. Perhaps kids’ ballparks isn’t as PR-friendly as a “green” program? Perhaps the media department fell asleep at the wheel? I don't know.

I will say this. The audience is pretty narrow. The ads seem to talk to parents, but only parents of little league players. (Including Tony the Tiger only makes sense, since he’s such an icon for the brand.) But for the 90% of parents out there whose kids aren’t in little league, this pitch doesn’t work. (The “Plant A Seed” language is confusing. Makes me think it’s a save-the-planet thing. “Fields of Dreams” or something would’ve been closer.)



I also resent the “write us a letter and we’ll decide if you’re worthy” approach. I’m all for consumer involvement, but this smells judgmental for some reason. I’d rather know that every box that I buy sends a little money toward the effort. That’s easier for me, and a real reason to buy.

Your heart’s in the right place, FF. the campaign is even integrated with their web site, etc. But the execution of the program? Not ggrrrrreat.

See their site, HERE.

(I believe this was done by Kellogg's agency, Leo Burnett.)

Levi’s Gets Political

Wow, what a gutsy choice by Levi’s.

Whether you’re for it, or against it, certainly you’ve been hearing about California’s same-sex marriage ban. It’s a heated debate, but is it too hot for a marketer to touch?

Levi’s dives straight in, taking sides with the gays. Making a stand. Saying, “we believe in equal rights.” Will it attract customers? I bet it will.

Levi’s store mannequins are being adorned with “White Knots,” the symbol for same-sex marriage rights.


This post isn’t about “good” vs. “bad.” It’s about building a belief brand, and being part of the conversations however nasty it may get.

As they say, victory goes to the bold, not to the smart. (Perhaps it goes to both.)

Read the New York Times article, HERE.

Cisco: Welcome To The Human Network

So, there you are, one of the biggest tech infrastructure companies in the world, and you’ve got a great tag line. You’re looking at the next year’s marketing plan, and wondering if you should just keep sponsoring more golf tournaments.

Or perhaps, there’s another way. Something that engages people. Maybe there’s a way to use your power for good.

Cisco has decided to do just that. They’re re-interpreting their tag, “Welcome To The Human Network” and engaging people to go green. It’s a program called One Million Acts Of Green, and they already have over 1.7 million people signed up worldwide. (They should’ve called it One Billion Acts Of Green, since billion is the new million.)

They frame it to support their message – that there is power in this human network. (And in case anyone misses that connection, the CEO says it at least three times in the web site’s welcome video.)

They’re not asking for much. Just one little thing. Multiply that times a million, and you start having an impact.

Welcome to the human network indeed.

One criticism: the creative. A video of the CEO talking (badly) on the web site? The name of the program doesn’t use the phrase “Human Network?” It’s enough to make me think this was cooked up by their PR firm. Seriously, people. When a program is this good, let’s do it justice with some decent creative.

(PS – I committed to my one little act of green. I’ve been using paper cups for my coffee, tossing about two a day. So, I’m going old-school and from now on, using a classic ceramic mug. Less waste is a good thing. And my mug is cool.)

Check out their program, HERE.

To Do: Drive Less

This is the paradox of big companies trying to "do good." They can reduce, reuse, and recycle all they want, and even ask us to do the same. But in the same breath, aren't they convincing us to use their product less? To bike, bus, and carpool, instead of driving a new Honda all over?

Ah well. Small steps. And great ideas in the process. I still can't help but like this Honda spot from Wieden+Kennedy London.

Trendwatch: “The Future Of Marketing” Is Good

So, the head of Planning at Modernista! Gareth Kay has written a little article called “The Future Of Marketing.” In it, he identifies four things smart brands and ad campaigns will be doing more of in the future. And guess what? The number one trend he identifies is NOT “Social Media” (the buzzword of the year). Nope. It’s this:

1. Brands will be built on cultural and social missions, not commercial propositions.

“Marketing historically has been obsessed with the concept of positioning – how you are different to your competitors in your category. Increasingly, great brands are realizing that people don’t see categories and don’t obsess about them. What actually matters is having a point of view on the world, a cultural mission to ask people to rally around. You can begin to see this come to life in marketing ideas like Dove’s ‘Campaign For Real Beauty’ and, more importantly, embedded into the very DNA of businesses.”

To read about his other 3 predictions, go HERE.

(Is it just me, or is it odd that this prediction comes from the agency responsible for the Hummer and Cadillac ads? Hey, some of those ads are enviably fantastic, but those brands seem pretty absent of a “cultural mission.” Perhaps that’s all in the past now. And if you're interested, Modernista's website is strange, and lives HERE.)

The (More) Complete SunChips Story

More on SunChips. Again, a huge brand taking an earth-friendly position. And the ads are good. (From an agency called Juniper Park in Toronto. The cybersphere rumors them to be a spin-off from BBDO.)

They won some awards with a “solar powered” billboard.


And they also did this solar-powered newpaper ad (which is hanging in my creative director's office.)


And of course, they’re activating it all with social media like Facebook and consumer-generated content.
It all comes together on the Sun Chips website, HERE.

As BrandWeek says of the eco-angle, “This strategy has paid off handsomely as Sun Chip sales are up 17.6%, totaling $201.8 million for the 52 weeks ending June 15, per IRI.”

And as the Sun Chips brand manager told BrandWeek, “We're seeing a lot of customers and retailers interested in these efforts. This resonates a lot with them. With Wal-Mart, we had a partnership earlier this year to be one of few brands they are pushing in the environment space along with GE light bulbs and Tide cold water. … It’s so on trend.”

Read the whole BrandWeek article, HERE.

My guess is, as they continue to take "small steps" to help the environment, they'll have more great stories to tell in their advertising.

Check out Juniper Park’s website, HERE.

Mad props to all involved.

Looking Directly Into The SunChips (bag)

Sun Chips is a Frito-Lay brand that’s tried to tout its “powered by the sun” positioning. Presumably, they’ve got some solar panels powering their facilities. And now, they’ve got something else to talk about.


They’ve redesigned their packaging to use compostable bags. What the hell does that mean, you ask? It means the bag will crumble in the dirt in just 14 weeks. It means, “The new SunChip bag's outer layer will be made with polyactic acid (PLA), a compostable, plant based renewable material. By Earth Day 2010, all North American Sunchips bags will feature the new 100% compostable packaging.” In enviro-speak, it will significantly reduce greenhouse emissions, and since the new packaging is plant-based, it will cut down on petroleum use.

So? So, now they’ve got something else to talk about, and the greater snacking public has another reason to go for the Sun Chips. They're a leader (in one respect) in their category. They're different.

Now let’s wait to see if the ads are any good.

You can read the more complete story, HERE.

UPDATE: the ads are good. Here's a nice, simple video from their agency, Juniper Park. Thanks to their planner/strategy guru Jason O. for sharing.)