DNA Helps Clients Deliver Just-in-Time Advertising to Support Business at Critical Time
Independent creative agency DNA’s in-house production company, Petting Zoo, has ramped up several new projects in record time, to help clients such as Taco Time Northwest, Golden 1 Credit Union and others proactively reach consumers with important messages in response to the coronavirus.
For Taco Time Northwest, DNA put its own staff behind the cameras filming their home delivery of Taco Time meals. With the films in hand, Petting Zoo created television ads, 6 second digital ads, 15’s, and social media posts using boomerangs and gifs from their films. They also created ads for radio.
“We have always had a maker’s approach to creating advertising, but with Petting Zoo embedded into the agency’s creative process, we start first with the idea and story, working together with strategy and creatives to make production part of the integrated conception right from the start,” explained Gabe Hajiani, head of production at DNA’s Petting Zoo.
Taco Time urgently needed to shift its marketing approach to focus on its order ahead app and drive through options to help raise awareness of the services at a time when dine-in restaurants have been closed due to Coronavirus. They also needed to let their consumers know about a just signed partnership with DoorDash. The new ads were conceived, created and released in market in under one week.
“The need for speed has never been greater, but with that we also have to ensure that the marketing message and content is grounded in a brand’s overall strategy,” explained Alan Brown, CEO of DNA. “With our financial clients, for example, that means finding a way to reassure and speak to consumers’ financial needs and be able to take the message to the market almost overnight. Having Petting Zoo as part of the agency lets us be more responsive to our clients’ needs when they need us the most.”
DNA brought Gabe Hajiani into the agency to build Petting Zoo as a core element of its creative process.
“Having production integrated at the point of creative conception helps us bring ideas and stories to life in a more out-of-the-box way,” explained Steve Williams, ECD at DNA. “Last Spring, Gabe and his team literally built an 8-foot eagle’s nest for a livestream promoting the launch of Rainier’s new light beer. It was totally unconventional, but true to the spirit of the brand. These are challenging times for clients, and there’s never been more of a need for great ideas and the ability to produce them quickly.”
About DNA
Now in its 21st year, DNA is an independent creative agency in Seattle that makes love between people and brands in order to fuel passion, loyalty and business results. DNA’s clients include Amazon, BECU, Catalina Marketing, Swerve Sweetener, JetClosing, PCC Community Markets, Puget Sound Energy, Golden 1 Credit Union, Rainier Brewing, Taco Time, and Ziply Fiber. Visit DNA at www.dnaseattle.com, on Twitter at @dnaseattle and on Facebook.
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Simian, the showreel-building, review & approval, and production asset management platform used globally by creative leaders, is kicking off this fall season with a substantial leap forward for collaboration and project management – with more updates on the way during the holidays!
The new feature, aptly dubbed “Teams”, makes it easier than ever for users to give project responsibilities to team members and clients alike. “You can never have too many options when it comes to permission levels,” says Jay Brooks, Simian’s Chief Technology Officer. “Teams provides a streamlined way to assign multiple users to a project at once.”
“Teams are very powerful, but creating one is effortless,” Brian Atton, Simian’s Chief Operating Officer explains. “Simply enter a Team name, add members, and then apply the newly made Team to any desired project. You can even invite temporary guests without changing settings for other projects or needing to create a new Team.”
“We love helping our clients by providing efficient tools to improve their workflow, and this has been a frequently requested feature as of late,” shares Kellie Atton, Head of Sales at Simian. “It feels great to get Teams out into the wild because I know it’s going to be tremendously helpful to everyone who uses it”.
Teams is now available exclusively to Simian’s enterprise clients. Simian plans to release more product upgrades and enhancements during Q4 2024 and 2025 for enterprise and non-enterprise users, continuing its ongoing evolution as the industry’s leading production asset management solution.
For more information on Simian upgrades and features, visit https://www.gosimian.com/
About Simian
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