Dailey Ideas + News

Dailey Creates New Ad Campaign for FreeScore.com Debuting Today!

2010-08-02T12:01:00.000-07:00

Norwalk, CT -- August 2, 2010 -- FreeScore.com, a leading online consumer credit site, providing consumers with affordable, unlimited access to all three of their credit scores and complete credit profile, debuts a new advertising campaign today featuring a commercial with “The Three Score Guys.”

The new campaign highlights FreeScore.com’s main strength: providing consumers with immediate access to their complete credit profile including all three of their credit scores from Experian, TransUnion and Equifax. The fun and playful “Three Score Guys,” wearing black leotard-type suits sporting a credit score, appear in :60 second and :30 second TV commercials in the midst of a consumer’s everyday credit situation like obtaining a car loan. The spots point out that one bad score can potentially ruin any consumer’s ability to obtain a loan. In addition to the TV spots, which will run on national cable, the campaign includes web videos and online banners. Elements will also be featured on the FreeScore.com website.

The campaign, created by Los Angeles-based Dailey ,was developed in response to the May 2010 Credit Score Awareness Survey of 1,000 U.S. consumers, which showed that 57% of consumers did not realize that they have three major credit scores, essential to understanding their complete credit profile.

According to Phil Sandler, Vice President of Marketing of FreeScore.com, “This campaign is fun, tells a story, and reminds people that checking one score is not enough. Every person needs to know that he or she has three credit scores from the three major bureaus and that checking and monitoring scores is essential. One bad score can affect a person’s loan prospects and raise the cost of borrowing money. We think that Dailey did a great job of capturing our key consumer advantage in a memorable way.”

Bruce Miller, CEO of Dailey said, “It's great to have the opportunity to help a leader like FreeScore.com continue to grow the credit monitoring industry. It is critical for consumers to realize that they have easy-to-use, affordable access to their credit scores and profile. Reaching as many consumers in need as possible is important during these times of tight credit.”

Legoland Opens New Water Park!

2010-06-24T09:32:00.000-07:00

Legoland opened a new water park Memorial Day Weekend! Check out their TV spot that started airing this week:

The water park features a unique build-a-raft river and is the latest addition to the Legoland Resort in Carlsbad, CA.

Dailey Employees Speak at OMMA Conference Today

2010-06-16T10:29:00.000-07:00

Dailey employees Nick Collier, VP, Creative Director, and Jason Simon, VP, Director Interactive Services, are speaking today at the OMMA Social conference in NYC. OMMA Social is designed to guide marketing and media professionals through the constantly shifting terrain of social media. Nick and Jason will be speaking about a unique program created for Dailey client, TurboTax, that curated customer reviews of the service to help match customer needs with individual reviews.

Aspen Dental Management, Inc. Selects Dailey for Advertising and Media Services

2010-06-14T09:43:00.000-07:00

Dailey is proud to announce that it has been appointed as Aspen Dental Management, Inc.'s (ADMI) new advertising agency of record. Dailey will handle marketing strategy, digital and advertising services, as well as media planning and buying for ADMI, effective August 1, 2010.

One of the largest and fastest growing networks of denture and dental care providers in the U.S., Aspen Dental practices are committed to providing patients with affordable, high-quality care under the Aspen Dental brand.

"It's great to have the opportunity to work with a dynamic, growing partner like Aspen Dental that truly makes a difference in people's lives by providing access to quality and affordable dental care for so many patients," said Bruce Miller, CEO, Dailey.

"After seeing their work with clients as diverse as Nestlé, Honda and Dole, I am confident that the Dailey team will help to grow the success of the Aspen Dental retail brand associated dental practices," said Mary Boysman, Vice President, Brand Marketing and Advertising, ADMI.

Gawk Responsibly

2010-04-21T16:41:00.002-07:00

Dailey Welcomes Matt Stefl, Senior Vice President, Director of Planning

2010-04-12T08:55:00.000-07:00

Matt Stefl has been appointed senior vice president, director of planning, it was announced today by Bruce Miller, chief executive officer of Dailey. In this role, Stefl will lead the agency’s communications planning practice. He will report to Miller and will be based in Los Angeles.

“Matt has everything you’d want in a planning director: smarts, insight and common sense,” said Miller. “And his past work as a media planner and copywriter gives him unique perspective. He is the perfect person to take our ideas-driven philosophy through our entire planning practice.”

Stefl’s past experience includes tenures at leading agencies such as at RPA, DDB and Rapp Worldwide. He joins Dailey from Fraser Communications in Los Angeles, where he served as director of strategic planning and research, working on an array of automotive, financial services and public works accounts. During his tenure he has led strategic efforts on world-class brands like Honda, Bank of America and Wells Fargo. Additionally, he most recently focused his career on behavioral change initiatives such as water and energy conservation, HIV/AIDS testing and prevention and child-focused programs like First 5 California.

“I was drawn to Dailey because of the strategic and results-oriented mindset throughout the Agency, and look forward to working with a great team and roster of clients,” said Stefl.

Stefl has served as a guest lecturer at USC Annenberg School, University of California at Santa Barbara and has spoken on multiple panels at the USC Marshall School of Business.

King’s Hawaiian Awards Advertising and Media Services to Dailey

2010-03-26T10:11:00.000-07:00

We're thrilled to welcome everyone at King's Hawaiian to the Dailey family.

Aloha and mahalo!

King’s Hawaiian Bakery, the nation’s leading and original producer of Hawaiian sweet bread and top-selling branded dinner rolls, has named Los Angeles-based Dailey to handle integrated U.S. advertising communications, following a competitive review.

“When considering an agency change for King’s Hawaiian, it was important to find a partner with an integrated model, category expertise, digital prowess and the ability to consistently generate breakthrough ideas across all platforms. Dailey delivered all of this and embodied the ‘aloha spirit’ that is so important for our brand. We look forward to working with them as our new advertising partner,” said Julie Abraham, head of marketing at King’s Hawaiian Bakery.

Dailey will handle advertising services for King’s Hawaiian Bakery effective immediately, including advertising, promotion, website development and social media. Dailey will also handle media planning and buying.

“Winning King’s Hawaiian was like ‘batting 3 for 3’ – an iconic brand, huge upside potential and an incredibly nice and passionate client team,” said Bruce Miller, Dailey’s CEO.

America's Hottest Brands

2009-11-19T18:30:00.001-08:00

Check out TurboTax: an America's Hottest Brands Case Study here on Advertising Age.

"This past tax season, TurboTax was the first marketer to employ Google's tweet aggregating AdSense placements. Other NDBs include an NBC hybrid promotion program and an AOL branded logo, said Mr. Young, marketing lead for Intuit's consumer group, which works with agency partners like Dailey & Associates and Interpublic Group of Cos.' Initiative for media."

get the full article here

Dailey Wins Gold at 2009 Midas Awards

2009-10-24T12:37:00.000-07:00

Honoring advertising in banking, brokerage, insurance, mutual fund, credit card, real estate, accounting and consulting, Midas Awards focuses on four distinct areas:

* Consumer and B2B Communications
* Corporate Communications
* Craft and Technique
* Best Use of Medium

With entries from 21 countries around the world, the 2009 Midas Awards GrandJury awarded one Grand Midas Award, 10 Gold Ingots, and 24 Silver Ingots. In addition, 29 entries were awarded Finalist Certificates.

Dailey is honored to be selected as one of 10 Gold Ingot winners worldwide, awarded for the Intuit QuickBooks Integrated Small Business campaign.

Download the complete list of winners here.

3 OMMA Wins in New York

2009-09-22T11:15:00.000-07:00

Together with Intuit and Initiative Media we're excited to announce 3 wins out of our 5 finalist entries at the 2009 Online Marketing and Media Association (OMMA) Awards in New York City.

Rich Media: Best Single Execution: TurboTron

Capitalizing on the 2009 Super bowl weekend, the football-themed ad from Intuit starts off with a literal and metaphorical explosion as a TurboTax football helmet goes head to head with a tax helmet and wins. Then things get really crazy. The ad unit opens into a giant jumbotron, packed with testimonials, a video from YouTube star Tay Zonday, a panel for asking tax questions, an offer to win $25,000, and a clock counting down the number of days until taxes are due. Built specifically for the Yahoo! homepage, the "Turbotron" broke ground as one of their single-most interacted-with ad units.

Social: Best Use of Widget: SuperStatus

This innovative campaign asked people to solve simple tax-themed challenges by updating their status via Facebook, MySpace, or Twitter with their answer in 140 characters or less. The effort centered on an embeddable widget allowing users to grab and share the contest via social networks. By submitting clever responses, players gained the chance to win prizes, from cash rewards to trips to New York and L.A. The SuperStatus widget delivered over 6 million impressions during the tax-season campaign.

Best Integrated Online Campaign, Financial Services: TurboTax

TurboTax developed custom opportunities with a broad range of vendors such as AOL, Digg, Google, Weather.com, MySpace and Yahoo, with customized creative. For AOL, TurboTax sponsored a tax navigation bar off the AOL Homepage leading to a TurboTax sponsored section. On Weather.com, a rich media execution featured "maximum refund forecast," leading to a specially designed landing page. Promotions on Yahoo included a rich-media "TurboTron" featuring interactive video, customer reviews, live tax Q&A and a contest. The promotion lead to a broader audience reach, an 80% increase in site traffic and a 32% increase in online sales.

The competition set a high bar, with brands such as Mercedes-Benz, Toyota, HBO, and Disney and agencies Saatchi & Saatchi, Razorfish, and TribalDDB as co-finalists in the categories above.

For a full list of the competition, click here.

Thanks to all of the Dailey, Initiative and Intuit folks who made all of the work a success!

Dailey @ IAB and OMMA Today

2009-09-21T11:36:00.001-07:00

Together with our client partners at Intuit, NBCUniversal, and our sister agency Initiative Media, Dailey is represented at OMMA as a finalist today in 5 categories and at IAB with Intuit/NBCU panel this afternoon at 4:00pm here in Times Square.

Stop by and say hi!

-- Posted from iPhone

Pen and pencil, how old-fashioned of you!

2009-09-10T14:34:00.000-07:00

Make a font from your handwriting for free. Write hand-written thank you notes and love letters in Microsoft Word.

Sluggles and Sour Puckerooms

2009-09-08T18:46:00.000-07:00

Check out another one of our latest spots for Wonka Gummies. Mmmm. Sour candy makes our mouth water just thinking about it. Feed your imagination.

Graphis Advertising Annual

2009-09-08T18:27:00.000-07:00

Check out Graphis' upcoming 2010 Advertising Annual, where our work for Honda's CBR campaign will be featured.

2009 OMMA Awards

2009-08-31T23:08:00.000-07:00

Today OMMA announced finalists in the 2009 Online Advertising and Creativity and Integrated Online Campaigns award show, and we're excited to be finalists in 5 categories. Each year OMMA recognizes innovation and creativity among leading agencies and brands.

Here are OMMA's excerpts for each campaign:

Banner: Standard Flash or Rich Media
First-Ever Google Twitter Ad

Seeing an opportunity, as the Web’s social media allegiance switched from Facebook to Twitter, Intuit entered the fray with a TurboTax Twitter ad. The banner, born of a partnership with Google and Twitter, soothed tax-time anxiety by streaming dynamic, real-time feedback to consumer questions about taxes straight from the TurboTax Twitter page. The goal was to recruit the social media audience, and enthusiasts responded in droves, resulting in a 69% increase in Turbo Tax Twitter followers over a two-week period.

Contest/Promotion/Sweepstakes

SuperStatus

To take the stress out of tax time, Dailey Advertising and Intuit distracted filers by offering up a contest that let players solve challenges by updating their status via Facebook, MySpace or Twitter. To win prizes they had to write a clever string of text, pushing creativity…as well as TurboTax. Widgets were passed around via social networks and 20 challenges were played over tax season. TurboTax judged over 5,000 entries estimated to have made around 1MM direct impressions. Supported by TV spots, sponsorships, YouTube and display ads, TurboTax filed a brilliant return.

Rich Media

TurboTron

Capitalizing on the 2009 Super bowl weekend, the football-themed ad from Intuit starts off with a literal and metaphorical explosion as a TurboTax football helmet goes head to head with a tax helmet and wins. Then things get really crazy. The ad unit opens into a giant jumbotron, packed with testimonials, a video from YouTube star Tay Zonday, a panel for asking tax questions, an offer to win $25,000, and a clock counting down the number of days until taxes are due. Built specifically for the Yahoo! homepage, the “Turbotron” broke ground as one of their single-most interacted-with ad units.

Social: Use of Widgets

SuperStatus

Best Integrated Campaign - Financial Services

TurboTax

TurboTax developed custom opportunities with a broad range of vendors such as AOL, Digg, Google, Weather.com, MySpace and Yahoo, with customized creative. For AOL, TurboTax sponsored a tax navigation bar off the AOL Homepage leading to a TurboTax sponsored section. On Weather.com, a rich media execution featured “maximum refund forecast,” leading to a specially designed landing page. Promotions on Yahoo included a rich-media “TurboTron” featuring interactive video, customer reviews, live tax Q&A and a contest. The promotion lead to a broader audience reach, an 80% increase in site traffic and a 32% increase in online sales.

The judges are judging for the September 21 awards, but you can cast your vote for the "audience choice" award by clicking here.

New Dailey Carnation Instant Breakfast spot

2009-08-25T12:04:00.001-07:00

2X the protein of an egg!

2009-08-24T14:22:00.000-07:00

Here's a new spot we just finished for Carnation Instant Breakfast . . .

New Butterfinger Spot

2009-08-24T13:35:00.000-07:00

Check out our new spot for Butterfinger!

Part of the Butterfinger Comedy Network . . .

Join Us!

2009-08-21T16:38:00.000-07:00

Our current openings include opportunities for Sr. Art Directors, Associate Digital Art Directors, Account Executives, and Interactive Project Managers. Apply here!

We offer generous benefits, on-site fitness center and yoga, supportive teams, and an environment built around encouraging meaningful ideas. Join us!

Honda Promotion with Spin Magazine

2009-08-20T15:16:00.000-07:00

The added-value media promotion that Dailey put together with Spin Magazine for Honda just surpassed all previous sweepstakes run by the magazine in terms of entries . . even those from automotive.

This was part of a holistic media plan that included taking over the homepage skin and roadblock ad placements to find and engage the Honda consumer in sports, music, and niche markets.

Wonka: Reimagined

2009-05-21T16:37:00.000-07:00

Your favorite Wonka candies just got even more imaginative...

For the first time in nearly two decades, the Wonka brand is being “reimagined”, and Dailey has had the good fortune to have been at the center of these efforts right from the beginning. The Dailey-developed “Feed Your Imagination” campaign launched recently with two new TV spots, designed to communicate Wonka’s spirit of imagination while aging up the brand beyond its previous tween target.

Take a look at the spots here, or search for WONKAnation on Facebook:

Intuit Recognizes Dailey for Innovative Work Across Two Business Units

2009-05-06T20:07:00.000-07:00

Intuit Inc. recently presented Dailey with the first Intuit Supplier Innovation Award. Dailey was chosen from more than 200 Intuit suppliers to receive the recognition for the innovative work it did for two business units of Intuit, promoting the nation's No. 1-rated, best-selling tax preparation software, TurboTax, and a new Intuit small-business initiative.

“ ‘The Mother of All Banner Ads’ is the only way to describe TurboTron, the creative that Dailey brought to the TurboTax marketing campaign this year,” said Scott Beth, vice president of finance operations for Intuit.

“Intuit not only looks to its employees for innovative ideas, it looks to its suppliers too,” Beth said. “The integrated advertising and marketing campaigns that we did with Dailey broke the mold in so many ways.”

TurboTron was unleashed on the homepage of Yahoo! during Super Bowl weekend, and the banner ad posted the highest engagement of any Yahoo! homepage advertiser in the past three years. TurboTron doubled both the best traffic and conversion rates of any other Intuit homepage banner.

Dailey also helped Intuit celebrate TurboTax’s 25th anniversary on tax day with something AOL had never done previously. Dailey worked with AOL to animate the AOL logo to morph into the TurboTax logo.

Dailey also brought its innovative approach to the Intuit Small Business United campaign. This campaign was designed to allow Intuit to connect with prospects and customers in a new, more emotional way, tapping into their entrepreneurial spirit and inviting them to deeply engage in a community of small businesses. Early results are strong, with almost one million visitors to the Small Business United site in the first quarter of the campaign and thousands of small businesses signing up to win more than $300,000 in business grants, plus free software and services from Intuit.

“To have a client as innovative as Intuit single out our team for an innovation award is particularly sweet,” said Bruce Miller, CEO of Dailey.

“There’s the old adage ‘a client gets the advertising he deserves’— Intuit is totally open to new thinking, and it’s that openness that inspired us to deliver the ideas and results honored by this award.”

About Intuit Inc.

Intuit Inc. is a leading provider of business and financial management solutions for small and mid-sized businesses; financial institutions, including banks and credit unions; consumers and accounting professionals. Its flagship products and services, including QuickBooks®, Quicken® and TurboTax® software, simplify small business management and payroll processing, personal finance, and tax preparation and filing. ProSeries® and Lacerte® are Intuit's leading tax preparation software suites for professional accountants. The company's financial institutions division, anchored by Digital Insight, provides on-demand banking services to help banks and credit unions serve businesses and consumers with innovative solutions.
Founded in 1983, Intuit had annual revenue of $3.1 billion in its fiscal year 2008. The company has approximately 8,000 employees with major offices in the United States, Canada, the United Kingdom and other locations. More information can be found here.

About Dailey

Dailey is one of the oldest and largest agencies in the west. Part of the Interpublic Group of Companies, Dailey works for a blue chip list of national clients, including Intuit, Nestlé, Honda, Weyerhaeuser and Dole. Positioned simply as an agency obsessed with delivering its Clients business-building ideas, more information about Dailey can be found here.

Advertising Age: H&R Block vs. TurboTax: Who Had a Better Media Strategy?

2009-04-15T22:05:00.000-07:00

Two brands enter. One brand leaves. It's Mad Max Thunderdome, for tax brands . . . but without Tina Turner.

Advertising Age ranks Dailey/Initiative/Intuits work versus H&R Block's agencies' execution in this article. and we're thrilled at the overall results.

SOME EXCERPTS:

"TurboTax, given its base of e-commerce sales and history as a heavy online user, showed a lot of digital savvy in social media, online display and search. Its TV strategy with NBC Universal was a highlight."

"In February TurboTax teamed up with NBC Universal to deliver one of the most innovative broadcast-partnership programs of the year. The unique deal, worth an estimated $20 million, integrated NBC programs and talent into TurboTax commercials and gave NBC Universal creative ownership. It developed custom TV spots for nine different TV shows on six different NBCU networks."

"TurboTax's 2009 social-media approach involved Twitter, Facebook and MySpace. Two notable programs were Freeloader Nation and Super Status."

" TurboTax was the first advertiser to use ad units throughout Google's AdSense network to send clicks to its Twitter page."

Check out the full article for head to head comparisions in Social Media, Online Display, Promotions, TV, Mobile, and Print.

5 Ways TurboTax Is Reinventing Tax Day With Social Media

2009-04-15T18:55:00.000-07:00

It's tax day, and we're proud to be part of the success that Intuit has been recognized for this year as a leader in innovative social initiatives. Here's an article on Social Media Today that highlights some of Dailey's social work for the TurboTax brand.

On another note, for the first time in AOL history, the masthead logo has been "taken over" by a sponsor . . . you guessed it: TurboTax.

Read the AdWeek article here . . . but ONLY if you've finished eFiling with the IRS.

An Insight Into Insights

2009-04-13T11:29:00.000-07:00

Much of the time agencies/marketers spend talking to consumers involves gauging responses to work in progress. Such an approach serves an immediate purpose – namely, finding out whether the work is “on target” – but on balance, it’s likely a superficial exercise. We don’t really get inside the consumer’s head as much as we could.

This article in the NY Times about Disney’s efforts to find out what drives boys ages 6 – 14 reveals a different approach. Far from superficial, they deep dive into boys’ lives – literally into their bedrooms: looking under their beds, at the back of their bookshelves and into their dressers. It's nothing new, by any standard, but what's refreshing is Disney’s willingness to commit 18 months to the process. This is, after all, a company driven by quarterly profits. But the more they dig, the more they find. In other words, taking a longer view, they're getting a bigger picture.

It’s an old advertising truth that to get people to talk about you, first you must talk about them. Gleaning the insights that drive strong communications is little different. We have to start with the consumers first, not ourselves...

> read the full article

Ever wonder who's on Facebook? Is it still primarily college kids? Has it surpassed MySpace? The answers are NO and YES.

2009-04-08T20:32:00.000-07:00

Click the link to see how this has quickly become the largest social network. The latest statistics about Facebook, by Facebook, posted today.

Twitter and Status Update Hysteria

2009-04-08T20:02:00.000-07:00

Here's a series we've worked with Mashable.com to develop in concert with our SuperStatus.com campaign for Intuit—the first social media contest that uses status updates to answer challenges.

April 8th, 2009 | by Jennifer Van Grove

Every time you change your status on instant messenger or send a tweet, you’re taking advantage of the simplicity and power of status updates. How did status updates begin and how have they evolved since their first iterations?

For a brief historical analysis of how the status update as we currently know it has evolved from an early form of instant messaging in the 60s to the multifaceted, rich-media update of today, we’ll take you back in time and highlight some of the important milestones as short-form messages transitioned from static to status.

A LOOK BACK

The rise of the status update in popularity has been a long time coming. Before you could tweet, update your Facebook status, or even edit continue

Dailey/Intuit First Advertiser to use New Google Twitter Unit

2009-04-03T12:46:00.000-07:00

Dailey has worked with leading innovators at Intuit to help develop advertising for a new Google AdSense option that harnesses Twitter. Here's an excerpt:

NEW YORK (AdAge.com) -- Twitter may still be tweaking its own business model, but Google has found a way to use the popular microblogging service to sell ads.

When a user clicks on an ad from Google, it takes them to TurboTax's Twitter page.

The search giant has started offering marketers ad units that stream their five most recent "tweets" across the Google AdSense network. The first marketer to use the ad units is Intuit, whose TurboTax brand is trying to boost its Twitter followers. Intuit used several of the measures available for any AdSense campaign to target the ads, which are running on sites such as Bebo, Facebook, Hi5, MySpace and Alltop.
"It's syndicating whatever the team that works on the TurboTax Twitter account [@turbotax] posts," said Seth Greenberg, director of marketing at Intuit. When a user clicks on an ad it takes them not to TurboTax.com but to twitter.com/turbotax. read the full article

NXT Stage Online and Mobile Entertainment

2009-03-22T16:34:00.000-07:00

We will be speaking at the NXT Stage conference in Hollywood on Wednesday on a panel discussing social media and widgets. Check out the event here, and stop by.

Widgets as a Promotion and Syndication Platform Panel

The ability to share is key to gaining viral traction online. Widgets, portable applications that people can share across social networks and even add to their desktops, have evolved. Social Marketing Applications, which include, but are not limited to, widgets, mashups, Facebook and MySpace applications, are being used by brands--in some cases in lieu of traditional online advertising--to advertise, launch new products, syndicate video content, and more. Social marketing applications allow content owners to “spread the word” quickly and cheaply, turn users into brand ambassadors, and track ROI easily.

Moderator

Jason Ling
Promethean Industries - Founder/Chief Strategist
former Head of Mobile - MySpace

Panelists

Jennifer Cooper

CEO - Mixercast

Zach Posner
VP Corporate Development - National Lampoon

Nick Collier
VP Creative Director - Dailey

Dailey Social Media Campaign Featured on Marketwatch

2009-03-18T16:45:00.000-07:00

The SuperStatus campaign was featured on CBS Marketwatch Radio. Have a listen:

Kiss Me, I'm Dailey

2009-03-17T19:06:00.000-07:00

Little known Dailey fact #315: Peter Dailey was the U.S. Ambassador to Ireland from 1982 - 1984. Happy St. Patrick's Day.

Welcome Jennifer Dellapina, SVP, Director of Planning!

2009-03-11T19:06:00.000-07:00

Jennifer’s career in Account Planning began in the emergency room. At University of Kentucky Hospital, she worked in the trauma unit, looking for patterns in statistics (like increases in unrestrained motor vehicle accidents among teenage drivers) and recommending communications programs (like going to high schools to teach teens why driving without a seatbelt is a terrible idea).

After earning an MBA from Emory University, she headed to New York City. There she spent a few years at MVBMS/Euro RSCG on the MCI/1-800-COLLECT account. Unable to stand the winters (despite a childhood in Pittsburgh), she migrated west to Los Angeles. After a ten-year stint at DDB (working with clients like Ameriquest Mortgage, Southern California Edison, Hasbro, and Smashbox Cosmetics), she landed at Dailey. Here her duties include getting people fired up about digging for insights, turning research on its ear, inspiring creatives and avoiding the emergency room.

Today's Most-Viewed Video On YouTube

2009-03-02T12:07:00.000-08:00

From the freaky n' fun marketing department:

If you've heard of or like the song "Chocolate Rain" by YouTube "star" Tay Zonday, you'll probably like this. The video had over 800,000 views which made it the most viewed video on YouTube for the day, beating the one week view count President Obama's address to congress (via CSPAN). Developed in partnership with TurboTax PR department, it's part of our SuperStatus game, where people answer challenges by updating their Facebook or MySpace status.

The results are good, however we did not eclipse "Man Hits Head on Basketball Rim", or "Fish with Transparent Head".

TurboTax Blows Up the Interweb

2009-02-27T18:29:00.000-08:00

It's a heavy-up weekend—our TurboTax creative will own several homepages - check them out . . . Most will be live at 9pm PST tonight!

MSN (Sat & Sun)
AOL (Saturday only)
Yahoo (Market Place Text link) (Sat & Sun)
YouTube (Saturday only)
Myspace (Saturday only, live at 12 midnight)

Click on them, people!

Live Design Battle: Cut and Paste Los Angeles

2009-02-20T10:44:00.000-08:00

If you're in LA this weekend and you'd like to see something spectacular, you should stop by the Los Angeles show of the Cut and Paste Digital Design Tournament. It's like a cross between a concert, a breakdancing battle, and Project Runway, and it's all live.

Check out the video below:

Cut&Paste Digital Design Tournament 2007 from Cut&Paste on Vimeo.

Kelly Nichols, one of our motion graphics folks at Dailey, was instrumental in developing this global tour with events worldwide in Hong Kong, New York, Amsterdam, Tokyo, San Fran and more.

Contestants are put through several rounds of design challenges, where they must create concepts in realtime in front of a massive crowd. Categories include 2d design, 3d design, and motion graphics. What ensues is a voyeuristic social experiment where what is usually a solitary pursuit becomes an electrified community experience. The contestants themselves are part rock star, part reality show contestant—and for anyone who has ever worked in Photoshop, the idea of having a crowd watch your every mouse-move is no doubt a galvanizing experience.

The tour has garnered sponsorship from major brands including Diesel, Adobe, Wired Magazine, Autodesk and more. Congrats to Kelly for helping launch this interesting confluence of design and global culture.

Cut and Paste LA
Saturday Feb 21, doors open @ 5:00pm
The Avalon, Hollywood
1735 Vine Street
LA CA, 90028
323-467-4571

Social Media May Cause Death

2009-02-19T18:40:00.000-08:00

People's health could be harmed by social networking sites because they reduce levels of face-to-face contact, an expert claims.

Dr Aric Sigman says websites such as Facebook set out to enrich social lives, but end up keeping people apart.

Dr Sigman makes his warning in Biologist, the journal of the Institute of Biology.

A lack of "real" social networking, involving personal interaction, may have biological effects, he suggests.

He also says that evidence suggests that a lack of face-to-face networking could alter the way genes work, upset immune responses, hormone levels, the function of arteries, and influence mental performance.

This, he claims, could increase the risk of health problems as serious as cancer, strokes, heart disease, and dementia.

intrigued? read the whole article

Welcome, City National Bank!

2009-02-11T14:00:00.001-08:00

Dailey is excited to be part of the development of some new and innovative digital projects for City National Bank.

Unlike many other financial institutions, CNB has no sub-prime mortgages, is well-capitalized, and is a Double-A rated company.

CNB offers a full complement of banking, trust and investment services through 62 offices, including 15 full-service regional centers, in Southern California, the San Francisco Bay Area, Nevada and New York City.

Its 3,000 colleagues deliver specialized and highly personal service and complete financial solutions to entrepreneurs, professionals, their businesses and their families.

We're thrilled to be a small part of the City National story.

Dailey/Intuit Small Business United Campaign Gains Momentum

2009-02-09T15:32:00.001-08:00

Some nice press for our Small Business United campaign.

“…But the Federal bailout trough seems reserved for corporate giants, and it makes you wonder, where can a small business go to catch a break? Intuit has stepped up to the plate with an initiative called, Small Business United …” – Small Business Computing

“Typically, these kinds of promotions are mostly gimmicks. But with Intuit's stimulus plan, the value is certainly real and worth checking out.” – AOL BloggingStocks.com

Umm. Uncle Frank, did you really need to take your shirt off?

2009-02-09T15:28:00.000-08:00

Custom Hybrid Promotional Spot on NBC's Heroes

2009-02-03T18:47:00.000-08:00

Yesterday evening, we ran an innovative custom “hybrid” promotional spot during the first commercial break of the season premiere of Chapter 4 of Heroes on NBC. This is another component of a major alliance between NBC Universal and TurboTax that we developed with our partners at Initiative, and it's another way we’re getting inside the minds of tax software users in non-traditional ideas. This promo links to our SuperStatus.com contest—where players answer challenges by updating their Facebook, MySpace, or Twitter status with their most clever answer.

Note to Self: Move it!

2009-02-02T12:30:00.000-08:00

If you were here today, instead of out there, reading this post, you would see a frenzy of Dailies lugging computers, files, photos, and yes, stickie pads, from one place to their new home.

We're rearranging the entire seating strategy, to physically integrate teams into smarter, more mobile and flexible client-based pods. So, if you're a client partner, in most cases your media folks will be sitting next to your creatives who will be right next to your account friends who also happen to be within shouting (striking?) distance of your interactive guys and gals.

It's a simple but profound move that we think will service the pursuit of great ideas. Good ideas are everywhere if you're open to them, but they're especially concentrated when divergent disciplines share close quarters—there is literally no barrier to a creative absorbing the latest in say, media possibilities with an advanced rich media expandable ad, or a (gasp!) account lead getting deep down into a creative expression.

If this were baseball, we're all sitting in teams now, rather than all the pitchers hanging out on one side, and all the catchers somewhere on the other half of the world apart from all the second basemen. Yeah, and the idea is the . . . um, ball.

Bad analogies aside, these little adjacencies and overlaps and hall meetings are where a lot of inspiration sparks—even more so after today. Drop your Dailey people a line and help them figure out where to put the beanie babies.

New Dailey Site Live

2009-01-30T10:46:00.000-08:00

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

2009-01-28T14:31:00.000-08:00

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

2009-01-27T23:03:00.000-08:00

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.

2009-01-22T00:41:00.001-08:00

Posted via Pixelpipe.

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

2009-01-21T11:36:00.000-08:00

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!

2009-01-20T21:55:00.001-08:00

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.

2009-01-01T16:25:00.000-08:00

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.

A Preview of the New Logo . . .

2008-09-09T17:08:00.000-07:00

Van Gogh said, "How difficult it is to be simple".

Here's a preview of our new logo. Our new identity was an exercise in undesign more than design; to be uncluttered, simple, straightforward, so the work and our clients can remain a focal point.

A process of eliminating artifice and "wrapping" led to a pretty simple and true definition: we make ideas— not "ads".

Consumers hate advertising (just ask them sometime when they're not in a focus group or being intercepted in a mall). Advertising tells them what to do. It yells at them. It annoys them. It's an invited guest in their living rooms and computers.

While advertising tends to emulate, ideas tend to innovate. Ideas outlive time, space, and budget. They can reinvigorate tired brands and differentiate commodity products. They open up a world of possibilities for engaging the consumer. They can make limited budgets go as far as limitless ones. And they can create unbreakable bonds.

In other words, ideas are the last legal unfair advantage you can have over your competition.

Sounds a lot better than advertising to us.

In the next few months, Dailey will begin the process of some significant changes, from the superficial (new signage, office design) to the functional (evolved processes, completely new ways of working with clients and contributors), right down to the core of what makes us different (making innovative ideas).

Join us here, connect with us on Facebook, take a peek inside at Flickr.

Or even better—stop by and say hi.