redpepper Integrated Ad Agency

Turning a new product into a smash hit.

Case-Mate was getting ready to promote their newest product and charged us with getting it off to the right start. The first thing we did was ask ourselves, "In what situation does a phone case that also securely holds an ID and a credit card become the most valuable?” The million dollar answer: "When you go out at night." The ID case makes a night out less complicated by consolidating your connectivity, identity and economy into a single, small package that keeps things simple all night long.

"The Complicators” microsite

To emphasize the selling point for the ID case, we introduced a cast of characters that represented people who could make a night out way more complicated than it needed to be. The site also featured a video demonstration of how the ID case could "decomplicate" the night, and led users to a place where they could purchase their very own ID case.

Event marketing in Hollywood

We put a team on the street at the Sunset Strip Music Festival in Hollywood to generate awareness and stimulate word-of-mouth about the ID case. This team of "Decomplicators" handed out ID cases and gave users live demos of how the product worked. To gain traction among the influential crowd, they also introduced the ID case to a few Hollywood celebrities from hits such as Glee, Desperate Housewives, and the Twilight series.

Live on stage with LMFAO

Headlining the music festival was electro pop sensation LMFAO. Among the turntables, keyboards, amplifiers, guitars and microphones on their stage was a pile of ID cases which the band generously shared with the audience during the show. By the end of the event, this new product wasn’t just another case. It was a must-have accessory with serious star power.