| 哲学 | The presidents mandate Energize our franchisees and you will energize the brand. An economy-lodging brand fending off an image as a cheap motel, Super 8 assigned WORK a project in the fall of 2002 to develop brand positioning and a television campaign for presentation to the national franchisee meeting. In just eight weeks we explored a half-dozen positioning alternatives, developed more than thirty conceptual directions and produced a campaign of six commercials. Nearly two thousand franchisees rewarded the effort with a standing ovation, the first such enthusiastic reaction to any creative work in the brands history. After less than one year in the market, the campaign is now helping to produce gains in market share and top-line revenue for the brand. Franchisees and consumers properly energized, the president energized us by naming WORK agency of record for the brand. |