 Client List
Consumer Products & Services
AirTouch, Jenny Craig, Tectrix, Maglite Inc, Kellogg’s, Giant Golf, Toshiba, Epson, Canon,
Los Angeles International Airport, LA Looks
Food & Beverage
Starbucks Corporation, Winchell’s, Del Taco, El Pollo Loco, McDonalds Corporation, Home Town Buffet, Nestle,
Coca-Cola, Lamb Weston, Edwards Bakery
Medical Products & Services
Cordis Neuroscience, Futura, MemorialCare, Electra Instruments, Hoag Hospital,
Blue Cross of CA, Planned Parenthood
Industrial Products & Services
76 Lubricants, Daylight, U.S. Freightways, Hughes Aircraft, Optical Disc Corp., American Lock & Supply,
Thomas Staffing, Ingram Micro, Rain Bird, MonierLifetile LLC
Education
University of California Irvine, University of California Davis, Chapman University,
Saddleback College, Aris, New Horizons
Finance
Fremont Investment & Loan, Edison Capital
Housing Products & Services
The Irvine Company, MonierLifetile LLC
Government & Social Marketing
State of California, City of Huntington Beach
Retail
Smart & Final, Black & Decker Society Brass
Partner List
Search Engine Marketing and Internet Consulting
Information Resource
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Success Stories
Powerful Advertising messaging
Challenge:
Alarmed by the rising use of new so-called “club drugs” the State of California decided to initiate an anti-drug campaign targeted towards 18-25 year olds. The goal of the campaign was to heighten awareness of the crippling effects of club drugs, change prevailing attitudes, and reduce usage.
This demographic is notoriously hard to elicit insight from and we tailored the study to break through all barriers. Every detail was attended to as research staffers with a deep understanding of the rave scene screened focus group candidates to eliminate fake or unqualified respondents. At the onset of the research it was understood participants would be hesitant to discuss drug use in a focus group setting. To circumvent this possible barrier, Insights Worldwide Research implemented a strategic research approach to get participants to discuss openly the use of club drugs. Participants in every group mentioneddrug use and shared stories about witnessing people who overdose at raves. In every group, participants initiated the discussion of drug use. Moderators seized this opportunity to steer the discussion and focus on participants’ experiences with the use of club drugs.
Insight:
Through careful planning, “dig deeper” moderation style, and effective atmosphere, we generated insights into creating an effective advertising message for this target market. In particular, messages that educates rather than lecture, messages that are strong, graphic and image-driven, as well as those that provide credible information from perceived reliable sources, are most effective.
Results:
The new advertising campaign, “AFTERFX” and its tagline, “Facts Don’t Lie,” were direct results of uncovering the true motivators in this hard to reach market.
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