TEST & TRACE
blanketing the city
As testing became a critical component of flattening the COVID-19 curve in New York City, MSA was asked to construct a media strategy designed to reach as many New Yorkers as possible, particularly in the hardest hit communities. Within ten days, we were on the air with TV and radio spots urging New Yorkers to get tested. In the following weeks, the city was blanketed with hyper-targeted messaging in multiple languages that included billboards, convenience store signage, murals, street furniture, subway station take-overs, illuminated trucks in every borough and much more. The media buy resulted in over 2 billion impressions for the NYC Test + Trace corps. Yes, we said billion.
what we did
Multi-Language Television, Radio, Print, Subway Dominations, Premium Billboards, Street Furniture, Neighborhood Murals, Street Teams, Newsletters, Digital and Social – all with extensive added-value programming
SAMSUNG
helping launch the next big thing
When technology giant Samsung wanted to add a show-stopping element to their New York City event and product launch, MSA delivered in a big way. The agency plotted and planned a takeover of some of the biggest and most dramatic digital billboards in Times Square. The internationally-recognized home of the New Year's Eve Ball, Times Square offers the most valuable advertising opportunity in the world. These dynamic signs provide premium, center-stage exposure with full-motion, live-streaming, and interactive capabilities. With multiple media vendors involved, it was no small feat to ensure that the giant boards kicked on simultaneously the day before, so as to not reveal the creative prior to launch day. Working with the Samsung events team, MSA played a critical role in the events staged in Times Square as well as Radio City Music Hall. With a big budget but short fuse, MSA made it happen. The result was a very, very big thing.
what we did
Product Launch, Event Marketing, High Profile Media Event
FOOD BANK
reaching parallel targets
With tight budgets, MSA is charged with reaching both potential donors as well as those who may be in need of Food Bank’s services. Based on zip codes, neighborhood targeted campaigns ramp up throughout the year surrounding winter holidays when the need is greatest as well as Hunger Action Month, LGBTQ+ Pride, Tax Prep season and others. We utilize digital trucks and street team activations at high traffic locations throughout the city. This is augmented by English/Spanish radio as well as cable advertising, both with substantial value-added activations. The campaigns also include a robust social media and Google/YouTube element with TikTok significantly enhancing the LGBTQ+ effort. Finally, the agency developed a concept where promotional table tents were placed in restaurants allowing patrons to snap a QR code and donate while they await their food order.
what we did
Billboards, Street Teams, Digital Trucks, Restaurant Program, Television, Multi-Language Radio & Social, Wild Postings
NYC CARE
adding value and
over-delivering
MSA targeted uninsured New Yorkers in an effort to educate them about this vital benefit. The campaign included television, radio, LinkNYC kiosks, signage in convenience stores/barber shops/laundromats/pharmacies, digital mobile trucks, king size bus ads, subway brand trains, subway station dominations, community billboards, check cashing envelopes and community/ethnic newspapers.
Among the campaign highlights; the 3-month television flight delivered $335,728 in added value with the radio delivering $224,175 in no-charge spots. Both exceeded projected impressions. The digital element to the campaign utilized key properties in English, Spanish, Polish, Haitian Creole, Russian and Chinese. These efforts resulted in over 100,000 clicks to the NYC Care website. The program reached over 100,000 active enrolled members following the campaign.
what we did
Community & Ethnic Media, Multi-Language Digital, Television, Radio, Targeted Outdoor
METROPLUS
shifting the status quo
MetroPlusHealth Gold is a health plan for people who work for New York City government agencies. While the plan offers many attractive benefits such as $0 premiums, deductibles & copays, and unlimited telehealth visits, the leading competitor owns a vast majority of this market as they have been in that space much longer. Further, through an arrangement with New York City, employees’ health insurance defaults to the competitor unless they specify otherwise. All city employees are able to switch plans during a one-month annual enrollment period. The window of opportunity is narrow so the marketing has to really be impactful.
The concept for this campaign was to “disrupt” the status quo; to point out to city workers that they can actually pay less for the same coverage with MetroPlusHealth. The creative was designed to point out key benefits in a bold “in your face” execution. The use of QR codes throughout all facets of the campaign allowed MSA to track best-performing media and adjust in real-time.
what we did
Television, Print, Subway, Out-of-Home, Collateral Development, Street Teams, Radio, Digital, Social, and Competitive Analysis
ORREFORS
giving an old brand new life
Since 1898, fine art and crystal glass have been produced in Sweden under the Orrefors brand. In the US, Orrefors is well known by mature, discerning connoisseurs of elegant living. Successful almost entirely based on their heritage and word of mouth, Orrefors wanted to reach a younger upscale “urban lifestyle enthusiast." MSA executed a unique approach built entirely on travel-related media. Digital screens in airport terminals, print ads in airline magazines and exterior jumbo billboards at key US and Canadian airports not only reached the upscale traveler but also impressed important department store buyers who often travel on business. The results are in. Orrefors sales are up, up and away.
what we did
Branding, Consumer Research, Creative Development
FRAGOLI
brand loyalists in a crowded market
Beverage alcohol products come and go with the wind. One day it's honeydew vodka and the next it's pomegranate rum. MSA was asked to market a strawberry liqueur with real miniature strawberries that float. Without a huge ad budget, our strategy was to go after the party crowd in places like South Beach, LA, Fire Island and yes...Brooklyn. Our mix of event marketing, social media, video promotion and gay marketing soon made it past the red velvet rope and Fragoli Italian Strawberry Liqueur was named Hot Brand to Watch by a leading trade magazine.
what we did
In-Store Display, Video Promotion, Event Marketing,
Ethnic Marketing, LGBTQ Marketing
P-TOUCH
creating a product category
No one wakes up in the morning and thinks they have to buy a labeler. So when Brother International Corp came to MSA, it was a bit of a challenge to get P-touch to where it is today. By convincing consumers their lives would be better organized and they'd feel better, Brother P-touch spawned many competitors yet continues to own over two-thirds of the electronic labeling category.
what we did
Television, Radio, Print, Digital, Consumer Research,
Point-of-Sale, Sales Promotion, Packaging
