495/95XL MOBILE APP CAMPAIGN

Posted by truecreek on June 6, 2017 under The Work | Be the First to Comment

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495/95XL MOBILE APP

Posted by truecreek on under The Work | Be the First to Comment

Just started the new 2017 mobile app campaign for Transurban’s 495/95 Express Lanes. Plenty of new options for you!   Download the app today, as we say.

TUSA APP 2 IPHONE-ALL 3

 

TUSA PHONES DOWN. HOME RUN. PSA SERIES WITH THE NATS RYAN ZIMMERMAN.

Posted by truecreek on under The Work | Be the First to Comment

Shot this series of four commercials at the National’s new spring training facility in West Palm Beach.  In a cafeteria, no less.  Zim was the consummate professional. Really did an outstanding job with the series.

Phones Down. Home Run. select.

 

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New 4/C Direct Mail for the 495 Express Lanes.

Posted by truecreek on November 7, 2013 under The Work | Be the First to Comment

This new direct mail campaign will start hitting mailboxes today.  Ties in with the print campaign as well.

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New 4/C Print Campaign for the 495 Express Lanes.

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Some new 4/C print for the Fall 495 Express Lanes campaign.  Running full page in the Washington Post and the Washington Suburban Press Network.

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Bud’s the Leader in the ER

Posted by Joseph Young on August 15, 2013 under Opinions. Everyone has them. | Be the First to Comment

Budweiser is the top brand for those who visit the ER, with 15 percent of the market!  Now that’s a claim to fame.  The comment, “Some products are marketed to certain groups of people in our society,” really says it all. 

More here.

True Creek Wins Commonwealth Best in Show with 495 Express Lanes Team

Posted by Joseph Young on May 20, 2013 under More Dam News | Be the First to Comment

Last week, the Virginia Public Relations Awards were handed out in Richmond.

PRSA Richmond awarded the Commonwealth Best in Show to Transurban-Fluor, O’Keeffe & Co. and True Creek Inc., for strategies for their educational marketing program for the 495 Express Lanes — the high occupancy toll lanes on the Virginia side of the Capital Beltway.

New 4/C Print for the 495 Express Lanes. Kathy This Time.

Posted by Joseph Young on May 1, 2013 under The Work | Be the First to Comment

The campaign in print continues with Kathy.  This user is taking one of the more popular routes on the 495 Express Lanes.  Print ads are running in the Washington Post and a whole bunch of local papers through the Washington Suburban Press.

It’s a nice, cohesive and smart campaign, if I may say so myself.  

Kathy rides The 495 Express Lanes

Kathy rides The 495 Express Lanes

A Little Elevator and Garage Advertising for the 495 Express Lanes.

Posted by truecreek on April 16, 2013 under The Work | Be the First to Comment

Just wrapped up the installation of 7 floors of elevator and stairwell graphics.  Stuff turned out just great.  Stairwells are tougher to install than you would think.  Have to heat those babies up!  Nice work from CSI. 

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New 4/C Print for Transurban’s 495 Express Lanes. Gotta Love a FREE Promotion.

Posted by truecreek on April 4, 2013 under The Work | Be the First to Comment

This Saturday and Sunday, April 6th and 7th, our client is offering the Washington DMA the opportunity to ride on the 495 Express Lanes FREE of CHARGE.  So it’s a good time to check out those exits, work on your route, discover what’s up with the new exits at Tysons and Merrifield.  Weather is supposed to be great, so no excuses!

Free Ride

 

It’s Time for the New 4/C Print Campaign for the 495 Express Lanes.

Posted by truecreek on March 24, 2013 under The Work | Be the First to Comment

We have begun the new campaign for the 495 Express Lanes.  All about demand generation this time around.  More to come.

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New 4/C Print for the 495 Express Lanes.

Posted by truecreek on February 5, 2013 under The Work | Be the First to Comment

Couple of new executions for the 495 Express Lanes.  As you can see from the body copy, all we ask is that you try the lanes.  Once you have, over 70% of you are going to use them again and again.  Plus, you’re going to tell a friend, or two.

The comments the client is receiving through Twitter, online, emails and the like have been outstanding.  People are really just loving their experience on the lanes.  Many of them credit the lanes with dramatically changing their lives.  Really.

20 minutes offHooked

Another Brand Issue in the State of Florida.

Posted by truecreek on under Opinions. Everyone has them. | Be the First to Comment

Just when you think you have designed something cool…something that will resonate with the masses.  You step in it.  You have to wonder if this logo design was tested at all.

Glad they registered it.

Read the full story here.

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495 Express Lanes Large Format Banners at Tysons Corner.

Posted by truecreek on October 19, 2012 under Opinions. Everyone has them., The Work | Read the First Comment

These are just two of the large format pillowcase banners located at Tysons Corner.  We have a total of 9 hanging in the mall, along with 220 feet of soffit, 11 elevators, 32 backlit duratrans and several floor graphics.  Tysons Corner is our ground zero, with several new exits and entrances to the lanes adjacent to the mall.

The mall campaign speaks to the various types of users of the lanes.  We used much of the original photography shot by Gary Landsman earlier this year.  The colors are just so vibrant and the production of all of the elements is top notch. 

It’s safe to say the entire campaign is going to make an impact at the mall this holiday season.  Looks like Santa has a little competition on his hands!

Get ready for a faster, more predictable trip. The 495 Express Lanes open soon, giving you a new choice for faster travel on the Capital Beltway.  Check out 495 Express Lanes for more information.

New iPad Pricing Model.

Posted by truecreek on March 7, 2012 under Opinions. Everyone has them. | Be the First to Comment

What do you think about the pricing of the new iPad?  Very aggressive move to the upside, IMHO.  I’m sure the early adopters won’t push back too hard, but the second tier customer might just need a decent incentive to make the purchase decision.

The UnHate campaign from Benneton.

Posted by truecreek on November 17, 2011 under Opinions. Everyone has them. | Be the First to Comment

The always controversial Benneton has done it again with a series of posters entitled UnHate.  The concept is one that I can embrace as a marketer and the truth is, the imagery is just amazing.  While some folks may find this to be a bit tawdry, it is some compelling work.  See it all here.

The Top Ad Icons of the 20th Century.

Posted by truecreek on September 13, 2011 under Opinions. Everyone has them. | Be the First to Comment

When looking through this, I couldn’t believe that the Michelin Man was first introduced in 1898.  Bibendum, his real name, is mute.  So that’s why the poor guy never says anything.  At least Michelin saves on the VO. 

Some great ones in this slideshow.  From Ad Age and CNBC.

 

 

What We Do At True Creek.

Posted by truecreek on February 1, 2011 under The Work | Be the First to Comment

At True Creek, we are into big ideas. The Creekbed draws from the brightest, most creative minds in the industry today; people who have shaped brands like the 495 and 95 Express Lanes, Intel, Apple, Nissan, Best Buy, Volkswagen, Cox, Comcast, NASA – and many local and regional names that are big fish in a smaller pond.

We offer our clients a wide variety of services:  Media Planning, Placement and Reconciliation, Television and Radio Production, Newspaper, Digital and Video Production, Four-Color Magazine, Collateral Materials, Direct Mail, Promotional Merchandise, Point-of-Purchase, Outdoor and Out-of-Home, Logo Design and Corporate Identity/Graphic Standards.  

Our agency is based in Oakton, VA, which is just outside the Capital Beltway in Washington, D.C.

Please take a moment to tour the site.  Afterwards, let’s talk about how we might be able to help you.   703-281-2165.  Or send a note to joseph@truecreek dot com.  

Wikileaks Cable: American TV Shows ‘Agents of Influence’ in Saudi Arabia.

Posted by truecreek on December 8, 2010 under More Dam News, Opinions. Everyone has them. | Be the First to Comment

It stands to reason.  Might our entertainment industry be offering up the best form of propaganda?   Desperate Housewives being used to ‘counter the extremists?’  Amazing.  Wonder how Modern Family is going over?

By Devin Dwyer.

American television shows broadcast across the Middle East are proving to be effective “agents of influence” in the ongoing battle over hearts and minds of ordinary Muslims pondering jihad against the United States, a confidential government cable published by Wikileaks reveals.

ABC’s “Desperate Housewives” and “World News with Diane Sawyer,” as well as CBS’ “Late Show with David Letterman” and NBC’s sitcom “Friends,” all carry more sway with viewers than a U.S. taxpayer-funded Middle East broadcast network, an unnamed Saudi source told U.S. embassy officials last year.

“It’s still all about the War of Ideas here, and the American programming on [privately-owned] MBC and Rotana is winning over ordinary Saudis in a way that ‘Al Hurra’ and other U.S. propaganda never could,” the source said.

“Saudis are now very interested in the outside world, and everybody wants to study in the U.S. if they can. They are fascinated by U.S. culture in a way they never were before.”

The Saudi government, which exerts tight control over media in the country, has permitted the satellite broadcasts of American programming uncensored with Arabic subtitles over the privately-owned Middle East Broadcasting group (MBC) as a “means of countering the extremists.”

More about American TV Shows “Agents of Influence” here.

More New Work for Fortress Technologies.

Posted by truecreek on July 20, 2010 under The Work | Be the First to Comment

Another version of the sting banners created for Fortress Technologies.  The banner is designed to unroll at 50%, for table top use as well.

Adults Text While Driving Too. A Pew Study.

Posted by truecreek on June 22, 2010 under Opinions. Everyone has them., Research | Be the First to Comment

There is so much research on this topic already and more seems to come out every day. There needs to be a greater focus on advertising to combat this horrible trend.  It will have to be powerful stuff, like Marsteller’s “Crying Indian” that featured Native American actor, Iron Eyes Cody.  It was one of the most successful campaigns of its kind, with some suggesting it reduced litter by almost 90% in 300 communities.

Now that’s how you do it.


By Mary Madden and Lee Rainie.

Adults are just as likely as teens to have texted while driving and are substantially more likely to have talked on the phone while driving.

In addition, 49% of adults say they have been passengers in a car when the driver was sending or reading text messages on their cell phone. Overall, 44% of adults say they have been passengers of drivers who used the cell phone in a way that put themselves or others in danger.

Beyond driving, some cell-toting pedestrians get so distracted while talking or texting that they have physically bumped into another person or an object.

These are some of the key findings from a new survey by The Pew Research Center’s Internet & American Life Project:

  • Nearly half (47%) of all texting adults say they have sent or read a text message while driving.
  • Looking at the general population, this means that 27% of all American adults say they have sent or read text messages while driving. That compares with 26% of all American teens ages 16-17 who reported texting at the wheel in 2009.
  • Three in four (75%) cell-owning adults say they have talked on a cell phone while driving. Half (52%) of cell-owning teens ages 16-17 reported talking on a cell phone while driving in the 2009 survey.
  • Beyond driving, one in six (17%) cell-owning adults say they have physically bumped into another person or an object because they were distracted by talking or texting on their phone. That amounts to 14% of all American adults who have been so engrossed in talking, texting or otherwise using their cell phones that they bumped into something or someone.

More about Adults Text While Driving Too here.

When a Brand Screws Us All.

Posted by truecreek on May 20, 2010 under Opinions. Everyone has them. | 3 Comments to Read

By Joseph Young

They have been all over television over the past few years.  You’ve seen them before.  The beautifully art directed HD spots from BP. All those bright green and yellows flying around to that perfect music. It’s easy to find outstanding animated spots in just a few minutes on the web.  And from what I have heard within the business, there were some spots produced recently that were in the $3 million per range. All of that backed up by a substantial national media buy.

All concepted and produced with one thought in mind:  to position BP as a friendly, “we’re here with you” company that is working hard to make the world a much better place.

What a crock.

How long do you think it will be before the millions of dollars spent by BP to position themselves as the savior of our collective energy future just melts away?

When a brand screws us all like this, they become lepers. We cringe at the very thought of doing business with them. We now look at their brand as a ‘taker’, not a ‘giver.’  And in the case of BP, I suspect you will see a growing disdain for the company as the days wear on.

So I wonder when the first round of new TV spots will start up?  It must suck for the agency that is responsible for producing what comes next from the company.  If it were my shop, I would really have to do some soul searching before anyone spent another minute behind the lens on behalf of BP.

It’s Time to go to The Movies.

Posted by truecreek on May 4, 2010 under Opinions. Everyone has them. | Be the First to Comment

Summer is almost upon us, a time when the cinema industry generates over 40% of their total annual box office revenue. It’s a time when people go out to the movies in droves, choosing to watch the hot new movies of the summer rather than stay on the couch and sit through another season of reruns on television.   According to Nielsen, the shift is dramatic, with a  13% tick up for cinema in share during the summer months.

Last year, the industry experienced a record-breaking summer, with huge hits like Transformers, The Hangover, Harry Potter and the Half-Blood Prince and many others. Coming up this summer there will be another 13 blockbusters and remakes scheduled for release on the big screen.

Here’s just a few of the flicks you can expect to see this summer at a theater near you:

Iron Man 2


Shrek Forever After 3D


Sex and the City 2


Marmaduke


Toy Story 3D


The Twilight Saga:  Eclipse


For most consumer marketers, cinema is the place to be this summer. And throughout the year, cinema advertising is a fantastic complement to any broadcast TV schedule.  So if you are in the theater, consider yourself a smart marketer.  If you’re not, give True Creek a call and let’s fix that.

TV, Computer Use Multitasking Up Sharply: Nielsen

Posted by truecreek on March 23, 2010 under More Dam News, Research | Be the First to Comment

AP NEW YORK — The amount of time people spend on the computer while watching TV is going up sharply.

The Nielsen Co. said Monday that people who multitask this way spent an average of three and a half hours doing so in December. That’s up sharply from the two hours, 29 minutes that Nielsen reported only six months earlier.

The percentage of TV viewers who do this isn’t going up that fast. That increased by 57 percent to 59 percent during the same period. But those who are doing it spend much more time at it.

Television executives have pointed to this trend to help explain why big events like the Oscars, Grammys and pro football playoffs have been doing so well in the ratings – people watching and making comments to their friends through social Web sites like Twitter and Facebook.

More about TV, computer use multitasking up sharply:  Nielsen here.

Alice’s $1 Billion Consumer Products Tea Party.

Posted by truecreek on March 5, 2010 under More Dam News | Be the First to Comment

By: Julia Boorstin

“Alice in Wonderland” opens in theaters today, accompanied by Disney’s most wide-ranging array of consumer products ever, chasing an unprecedented broad audience.

Tim Burton’s 3-D “Alice” follows the classic character years after her first visit to Wonderland, so it makes sense that Disney would go after an older audience.

So now Disney has adult women in its cross hairs: in addition to the usual range of kids toys, games and apparel, it’s licensing “Alice” for products for adults.

Disney’s going grown-up and high end.

For more on the potential Consumer Products Tea Party, check here.