New Dailey Site Live

Our new site is live, and will continue to evolve with some new features and elements. Some of our latest work is just breaking, so as it becomes live we will be adding it to the site. Let us know what you think.

If you're a client partner, notice that your Dailey contacts' email has changed from name@daileyads.com to name@daileyideas.com (although we still get mail if you send it to the old address).

Dailey Launches Small Business United Initiative for Intuit QuickBooks

Last week we launched the Small Business United campaign with our partners at Intuit QuickBooks.



A lot of marketers have used the economic climate as an opportunity to tack themselves and their products to somewhat (or totally) unrelated social movements—we feel like consumers are smart enough to realize that in many cases the associations between, say, sugary soda pop, and political change are tenuous at best.

The Small Business United initiative is different. It originates from a remarkable truth that in the past 30 years, more than ninety percent of new jobs created have come from small businesses.

Intuit QuickBooks helps entrepreneurs and their small businesses thrive, by helping them attract customers, save money and make money.

We developed design and strategy for the Small Business United site:


With Intuit, we took a decidedly positive view—as a company, rather than playing into doom and gloom and the ever-present tagphrase "now more than ever".
"Small business owners remain generally optimistic, with 89 percent saying that they still see opportunities for their business in spite of current economic conditions." - Intuit Research




The United initiative includes a small business grant of $25,000 awarded to the winner of a user-generated submission. This is part of about $350,000 in grants and other donations.

Dailey has developed ideas for Intuit QuickBooks for over 9 years.

New Product Launch Campaign for Honda, New Process, New Dialogues with Consumers

We're excited about a fresh campaign now rolling out for an all-new Honda product—The Fury. The ideas for this campaign were born from a simplified approach that we developed for Honda and other clients. The campaign "sweet spot" is located by the overlap of three datasets;

• Truths about the Product itself (what makes it unique, better, how it looks and feels)

• Truths about the Consumer (quantitative and qualitative insights)

• Truths about how the Consumer interacts with information (interaction with media, identifying patterns)

The overlap of these truth areas dictated that a radical departure from typically conservative Honda marketing was essential—and the way in which the campaign lived and breathed had to be completely new as well.

Here's how it went down:

The launch was teased with wild postings in Los Angeles, New York, Miami, and other major metros, with suggestive imagery and a URL.

Wild postings pointed to a teaser video online, and an email sign-up, offering the chance to be "the first to know".




Meanwhile, a suite of online virals generated speculation and were passed around on all the major video portals and on enthusiast networks:




Simultaneously, selected bloggers were given advance previews to the product to generate a prelaunch online word of mouth frenzy, which we monitored using online conversation monitoring tools with our New York-based partner Reprise Media. Seeing what was being said helped give realtime feedback that helped shape messaging—immediately we saw what product aspects were relevant for consumers, and what wasn't.

Shortly thereafter, the product was unveiled online simultaneously with a real-world reveal in New York City.

View the final "revealed" product site here.

Content was developed to enhance the mythology around the product, like this.

Additionally, we developed an integrated ecosystem of social venues for users to invite the product into their community—click to view fury living within: Facebook, MySpace, Flickr, Twitter, and YouTube.

We continued to monitor and shape the organic evolution of the product in the blogosphere, with mentions on popular blogs uncrate (for stylish dudes) and gizmodo (for stylish nerdz).

And, ultimately, the proof will be in the sales figures from dealers—we're eager to put together a model that maps key performance indicators throughout the campaign and correlates them to sales.

In over 28 years of working with Honda, this was a campaign of firsts in many respects, and we're exited to learn from it and share out insights.

Posted via Pixelpipe.

A little on the Dailey "Hong Kong, Singapore, and London Offices"

It's a great time to look forward to the potential of '09; but we couldn't resist this quick blast from the past— a Dailey & Associates employee handbook from 1985, back when print advertising was the center of the universe, and people still smoked cigarettes in meetings:

"Dailey & Associates was founded in 1968 when Peter Dailey and a group of fellow employees of Campbell-Ewald purchased the agency's Western and Pacific regional offices. It immediately became—and remains today—the only international advertising agency based on the West Coast, with offices in Hong Kong, Singapore, Tokyo, and London.

The years 1983 and 1984 saw very exciting changes for Dailey & Associates. In July 1983 the agency was acquired by the Interpublic Group of Companies, a New-York-based conglomerate which serves as the parent company to the world's most prestigious advertising firms. In 1984 Dailey & Associates purchased the West Coast office of SSC&B, absorbing all its accounts and employees, thus assuring continuity of service for the clients.

There are many facets to commercial or print advertisement and many people are involved in the process, all acting interdependently. Each person and function is vital to creating a quality finished product. This booklet will explain the different departments at Dailey and give some insight into the complex and fascinating world of advertising. 

Welcome to Dailey & Associates."

The first-ever social status contest, grab the widget and play!

Carrie is . . .

There are few things as viral as the "what are you doing now" status in Facebook and Myspace, or Twitter's microblogging. Write a few inflammatory, humorous, or thoughtful lines, and suddenly your social network lights up with activity—both comments and views.

The TurboTax SuperStatus Contest

Today we launched the first-ever contest of its kind that harnesses the inherent virality of the status update and turns it into a fun, opt-in contest that you can play with thousands of people, on your Facebook or Myspace page or through Twitter. Check out and grab TurboTax SuperStatus here.

What is it?:

Similar to an old-school caption contest, TurboTax SuperStatus is "ridiculously" easy to play; we pose a challenge, and you type your answer or solution into your FB/MS status or tweet it out to the world. There are a couple of guidelines, one is to work "TurboTax" into your answer. Then, we pick the best status update and give out the prize.

Widgetized, portable, syndicated:

For an innovative delivery method, we collaborated with San Francisco-based Mixercast, to develop a portable widget (a.k.a. application, gadget) that lives out "in the wild" of web 2.0, being grabbed from pages, passed along among friends. On this small screen that you invite into your social livingspace, we broadcast clues, tips, tricks, challenges, and updates on the contest. This allows the contest itself to physically be passed along/grabbed from one friend to another—and we are able to update thousands of widgets all throughout the internet, with a couple key strokes.

Media Support

The program will be supported with broadcast TV mentions on NBC and sites throughout the NBC/Universal network, display media, word of mouth, as well as our Myspace Secret Shows sponsorship.

Dailey collaborated closely with innovators on the Intuit TurboTax and Mixercast teams to develop this program. We also developed integrated TV, online (display) and corporate identity. In 2006, Dailey developed the first UCG major social campaign for Intuit. If you missed it, here's CNN Money anchor Ali Velshi's attempted rap.

Dailey is the TurboTax brand's general and interactive agency of record.

More ideas in '09.

We're looking forward to sharing recent work, news, updates, and more with you here. To learn more, visit our site, or our flickr page or subscribe to the blog.