"During last year's partnership with MEC we accomplished our goals. MEC's Integrated Channel Planning across 2008 has helped Caterpillar achieve the annual communication objectives on lead generation and awareness. MEC has been a true strategic partner for Caterpillar and beyond a media buying agency, MEC has become a trusted strategic advisor."

Silvia T. Duarte - Marketing Communications, Caterpillar Latin America

"We wanted someone to help us pioneer smart, integrated marketing, and we very much like what we are seeing in a global, local and central level. MEC is a breath of fresh air."

Paramount

"They (MEC) are deeply passionate about what they do. They really do eat, sleep and drink it...their grasp on the industry and its future enables them to lead the conversation."

AT&T

Shoestring

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> Active Engagement
> Earned
> Owned
> Research / ROI
> Small budget
> Sponsorship

Going further for travelers

By creating a buzz in the student community, we successfully launched a new travel brand in the competitive German market.

The challenge

The competitive German leisure travel industry is dominated by three tour operators, each backed with a heavyweight ad spend. Our challenge was to create a launch campaign for Shoestring, a new web-based travel brand selling adventure holidays in exotic remote destinations. We had to generate brand awareness and trust with a smart yet inexpensive campaign

Our insight

Students love to explore new countries, share adventurous travel experiences and find new international friends. If we could generate excitement among the student community, they could act as effective, enthusiastic ambassadors for the Shoestring brand

Our solution

We developed the Shoestring Cube, a huge eye-catching structure. Without any warning, the Cube would appear on campus...but remain closed during the first day, with only the web address displayed. This created an intriguing sense of anticipation, prompting students to visit the website. The next day the Cube would open, enabling students to step into the world of the Shoestring travel experience.

Next, we offered students the chance to win a ‘dream internship', working for Shoestring at one of their destinations. This offer was circulated via social networking sites, prompting them to visit a Shoestring microsite where they could view video clips and apply for the dream job.

To generate word-of-mouth, we ran a competition for student travel writers. The best 16 entries won a trip to South East Asia with Shoestring's founder, blogging to friends and colleagues back home about their experiences

The results

20% sales increase
38% increase in website visits
Brand awareness up from zero to 6%

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