create / May 13, 2013

Lennar Selects Struck as National Digital Creative Agency

SALT LAKE CITY – May 13, 2013 – Struck, a digital-forward creative agency, today announced their selection as the new corporate digital creative agency by Lennar Corporation (NYSE: LEN and LEN.B), one of the nation’s leading homebuilders. Struck will be responsible for Lennar’s national advertising and digital campaigns during the 2-year engagement. Struck’s strong digital capabilities will support Lennar’s already robust Internet, mobile and social media efforts.

“We are extremely excited to be teaming up with Struck for our Digital Creative initiatives moving forward,” said Kay Howard, Director of Communications, Lennar Corporation. “We sought out a digital agency who could help elevate our brand and our online presence with great digital content—and we feel we have definitely found the right team with Struck.”

Though predominantly digital, Struck will apply a strategic, multi-disciplinary approach for Lennar. The partnership will allow Lennar to continue to effectively respond to market changes and maximize customer relationships by creating deeper online engagement.

“Lennar is leading the industry in their use of social media and mobile marketing to connect with their customer base,” said Daniel Conner, CEO at Struck. “We are extremely proud to be working with a homebuilding leader and, more importantly, a company that recognizes the incredible value of their digital communication streams in creating customer value.”

ABOUT LENNAR

Lennar Corporation, founded in 1954, is one of the nation’s largest builders of quality homes for all generations. The Company builds affordable, move-up and retirement homes primarily under the Lennar brand name. Previous press releases and further information about Lennar may be obtained at the “Investor Relations” section of the Company’s website.

ABOUT STRUCK

Struck is a national digital-forward creative agency with offices in Los Angeles, Salt Lake City, and Portland. The brand solutions the agency creates are well recognized for their forward thinking, breakthrough creativity, and pioneering technology. Clients include Jack in the Box, Nickelodeon, DreamWorks, ASICS, PROBAR, Westfield, Deer Valley Resort, The Little Gym, and Utah Office of Tourism.

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create / May 7, 2013

Lagoon: Defining Fun

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Last summer, we were challenged with the task of promoting one of Utah’s most iconic attractions: Lagoon Amusement Park. As one of the longest-operating amusement parks in the country, Lagoon’s awareness isn’t a problem around the Intermountain West. But communicating the Lagoon experience was a bit tougher.

Our approach? We looked at their existing tagline “It’s what fun is!”, and actually dissected what “fun” is through the words of their guests. We explored how to connect that back with their core audiences of both families and youth. The Struck team then took those insights and created two video pieces, each tailored to those guest segments.

For Lagoon’s broadcast campaign starting in May, we showcased Lagoon for families in the magic hour that only evening light can provide. We defined fun for families through the lens of nostalgia, memory, and capturing moments with family and friends… right as the sun goes down and the neon flickers on. Set to the song “Pure” by Blackbird Blackbird, the spot re-introduces Lagoon as a place to re-connect and to make indelible memories. The spot’s aptly entitled: Let fun reign.

On the other hand, the definition of fun for Lagoon’s youth demographic was through the lens of social interaction and shared experience. That lent itself to a feel and tone that was far more whimsical, with tongue firmly planted in cheek. The end result was a web-only, ’80s-vibe video entitled “Best Friends”, available now through Lagoon’s YouTube channel. Check it out.

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Of course, your own definition of fun will be determined when or if you visit Lagoon. (Shameless plug alert!) If you’re in the State or within striking distance, put Lagoon on the ‘ol itinerary and let us know if fun reigned.

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By: jeremyChase
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create / April 17, 2013

Kevin Perry: National AIGA Board Member

SALT LAKE CITY–April , 2013 — Struck, a digital-forward creative agency, announced today that Kevin Perry has received the distinguished honor of being appointed to the national board of AIGA, the largest professional membership association for design.

Perry was nominated from a wide national pool of candidates and he will serve a three-year term to help shape the direction of the organization, which represents a variety of professions under the umbrella of communication design. Perry’s appointment to the esteemed design association represents the high standards for creativity and design that are at the forefront of Struck’s innovative and groundbreaking work.

“We are extremely proud of Kevin’s accomplishments and his prestigious appointment with the AIGA,” says Daniel Conner, CEO at Struck. “He is an exceptional part of our team and is a perfect example of the caliber of top-tier talent that Struck has on board.”

Perry is a designer and business professional with more than 13 years of agency experience, and has played a leading role at Struck for the past 2 years. He provides operational expertise to the agency and orchestrates the diverse talents of more than 75 creative and strategic experts across the agency’s multiple offices. Perry is a past board member and president of the Salt Lake City chapter of AIGA.  His work has been awarded by major design competitions, including the AIGA 100 Show and Print. He was previously the creative director at Fluid Studio, and is the cofounder of Salt Lake Design Week and the ReVinylize Project.

“Today, design is recognized for its ability to join empathy and creativity in creating value for business and improving the experience,” said Ric Grefé, executive director, AIGA. “At the same time, the role of associations is challenged by social media and the internet. AIGA needed a leader who instilled confidence among his peers to help redefine AIGA’s role as a powerful advocate for design and Kevin definitely fits that challenge.”

ABOUT AIGA

AIGA is the professional association for design, a nonprofit organization dedicated to advancing design as a professional craft, strategic tool and vital cultural force. Founded in 1914, AIGA today serves more than 22,000 members through 67 chapters and 200 student groups throughout the United States. AIGA stimulates thinking about design, demonstrates the value of design and empowers the success of designers at each stage of their careers. Learn more at aiga.org/about.

ABOUT STRUCK

Struck is a national digital-forward creative agency with offices in Los Angeles, Salt Lake City, and Portland. The brand solutions the agency creates are well recognized for their forward thinking, breakthrough creativity, and pioneering technology. Clients include Jack in the Box, Nickelodeon, DreamWorks, ASICS, ProBar, Westfield, Grand America Hotels & Resorts, The Little Gym, and Utah Office of Tourism.

No one has anything to say about this.

By: DrRahlf
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play / March 28, 2013

AdWeek Portrait

AdWeek did a nifty little portrait  and write up on Struck. We grabbed Steve, Dan and Pauline to represent. Click on the image or here to see the full article.

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By: DrRahlf
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create /

New Campaign Features The Mighty Five™ National Parks

SALT LAKE CITY–March 27, 2013 — Struck (www.struck.com), the digital-forward creative agency of record for the Utah Office of Tourism, today launched a new national advertising campaign featuring the spectacular beauty and easy accessibility of the state’s national parks.

The new campaign, which breaks today and includes broadcast, print, outdoor and digital, establishes the Utah National Park circuit as a don’t-miss adventure and offers visitors tools to plan their own Mighty Five™ adventure.  An online planning site (http://www.visitutah.com/parks-monuments/mighty5/) helps create custom Mighty Five itineraries from 3-10 days in length.

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Utah is home to Zion, Bryce Canyon, Capitol Reef, Canyonlands and Arches National Parks. The Mighty Five campaign is the first of its kind for Utah’s state tourism as it focuses on the unique opportunity to visit all five national parks in a single week.

“Utah’s diverse landscapes can make it challenging to create a tourism campaign that accurately represents the unbelievable experiences you can have here,” said Vicki Varela, Managing Director, Utah Office of Tourism. “But The Mighty Five does a tremendous job of showcasing what makes Utah so magnificent and how easy it is to pack it all into one vacation.”

“Only Utah can offer five iconic parks in one epic adventure,” said Daniel Conner, CEO, Struck. “The Mighty Five campaign does an exceptional job of showcasing the beauty and adventure of Utah – the video is breath-taking, the planning tools are amazing, and we even created souvenirs so visitors can proudly declare they’ve conquered The Mighty Five.”

In addition to targeted broadcast, print, and digital advertising, the campaign will also feature hand-painted murals in Los Angeles and building wraps in Colorado.

ABOUT STRUCK

Struck (www.struck.com) is a national digital-forward creative agency with offices in Los Angeles, Salt Lake City, and Portland. The brand solutions the agency creates are well recognized for their forward thinking, breakthrough creativity, and pioneering technology. Clients include Jack in the Box, Nickelodeon, DreamWorks, ASICS, ProBar, Westfield, Grand America Hotels & Resorts, The Little Gym, and Utah Office of Tourism.

At least one person cares.

By: DrRahlf
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create / March 21, 2013

Turning Trash into Bicycles

When people ask me what I do, I generally respond that I work in advertising. Sometimes I mention something about digital. And, if I’m brave, I’ll tell them I’m a *creative director*. Actually I’m a trash digger, a dumpster diver. Even though I’m a writer by training and trade, what I’m really good at (and what I really love) is thinking. And that means I spend a lot of time here at Struck neck-deep in piles of trash.

Let me explain.

Clients come to us with dumpsters full of garbage. This isn’t an insult. It’s a truth—and it’s a huge credit to our clients. They’re trying to solve messy problems. They’re fighting for attention in an exponentially fragmented marketplace. They have piles of research at their disposal. They have gobs of tactics begging for a chance. They have a little bit of everything. And, if they’re really great clients, they recognize that they need help. So they wheel their dumpster over to our front door and ask us to dig in.

What happens next? We dump that garbage in a big open space and we start going through it all. Some of it truly is garbage. It’s trash—distractions, broken tools, bad ideas, red herrings. But there’s greatness in that dumpster as well. That thing looks like a tire, that piece of leather might be a seat. There may be a rusty chain buried under that stack of telephone books.

We search for insights and guardrails, trusting that a campaign or a platform or something truly valuable can be uncovered. And I love every minute of it. I love the Post-it notes, the 3×5 cards, the Sharpies, the undecipherable stacks of customer data. As a creative director, I have a hard time imagining how we’d ever arrive at a creative solution without first digging through the client’s garbage.

What I love the most is the moment when you realize that the trash is no longer trash. It’s something else. In this case, it might be bicycle. All that digging and sorting has yielded some wheels, a frame and a pedal or two. We’ve oiled the chain and pieced together some handlebars. So, we sketch up some plans. We bundle up all the pieces. We take our time and we choose our words carefully. We sell that vision of a bicycle to our clients and then we unleash our designers, writers, developers, illustrators and filmmakers to do what only they can do: They make the most beautiful, the most effective and the most powerful bike that has ever been built.

That’s how we turn a dumpster full of trash into a bicycle. That’s how we solve problems for our clients.

Just one lonely little comment.

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think / March 19, 2013

Is Google Glass the Next Segway?

A few Struckers were in Austin for SXSWi a couple weeks ago. On the way to a party (apparently parties are things that happen in Austin… weird, right?), they stepped into an elevator and quickly noticed that a woman in the corner was wearing a pair of Google Glasses (Google Glass Glasses? Googlasses? Googli?). This conversation ensued:

Strucker: Excuse me. Are those Google Glasses?
Woman: Yes.
Strucker: Cool. Uh. Where… uh… how did you get them?
Woman: I work at Google.

The doors opened. The woman exited and that was that. It was either the most boring conversation of the week or the most brilliantly planned product placement of the entire conference. Like everyone else, we’ve been thinking a lot about “wearable computing”—everything from Nike Fuelband and Jawbone UP to the much-reported Apple Watch and Mr. Wolfdog’s Translation Collar. It’s thrilling territory, but the most thrilling territory is also the riskiest. The allure of becoming the next iPod/iPhone/iPad is great. But the danger of becoming the next Segway is also a (more-than-likely) probability.

Whether it’s Gob off-roading through a construction site or Paul Blart bumbling through the West Orange Pavillion Mall, the failure of the Segway has become the ultimate punchline. There’s nothing funnier than the early adopters who bet on the wrong world-changing innovation. Unless maybe it’s the late adopters who scored *sweet* deals on the products everyone else rejected.

And, while it’s impossible to predict where Google Glass will land, I’m afraid there are signs of Segway-ness written all over this one. Here are five reasons we might be laughing about them in a few years (and, yeah, I’m probably wrong): Read More »

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think / March 15, 2013

ZMOT and Mobile

From last weeks attendance at Google Engage and Adobe Summit it’s certainly clear that marketers need to know how consumers use their mobile devices and how to best reach those devices. Google Engage explored the “Where” with their Zero Moment of Truth (ZMOT) presentation and Adobe helped attack the “How.”

There are three moments of truth for a consumer. The first two moments are: 1) When the consumer first encounters a product in the store and decides to make a purchase and 2) When they take it home and actually use it for its purpose. But these days there are several other factors that influence a consumers decision. Google defines this as ZMOT.

Amazon reviews, website research, price comparison, asking their friends on Facebook and even checking eBay are all ZMOT. It’s everything that surrounds a consumer’s decision before they actually go to a retail (or online) store for a purchase. Retailers, marketers and advertisers have worked tirelessly to engage consumers with the first two moments of truth. From packaging, color, logo and location of their actual product to demonstrating the second moment of truth through their advertising, PR and other marketing efforts. In the past the most successful brands were able to deliver on both Moments of Truth.

These days, it’s the marketers that engage their consumer in those ZMOT who are most successful. It’s no secret that content creation across multiple channels is where brands are trying to break through and influence their consumer. From Twitter accounts, to YouTube channels and blog posts. And the race is on for the most effective way to connect with people through mobile and drive them to the 1st and 2nd moments.

Read More »

This is embarrassing. Will someone please leave a comment?

By: DrRahlf
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