Darrin Sullivan

Created to reintroduce the Citi card into market with a new design and value proposition. A refined design features a striking gradient circle graphic. The series showcases the circle as an eye-catching spotlight to highlight the 0% interest offer, recognized by consumers as the #1 reason to carry the card.

An intriguing headline teases the interest offer and complements the appetizing imagery: the ads ran in culinary and hospitality magazines such and Food & Wine and Condé Nast Traveler.

This feel-good collateral brochure acts as the in-branch grand finale of a two-year marketing exploratory initiative to simplify banking for Citi customers and prospects by reducing the complexity of checking, savings and investing products. A pleasing square-shape design encourages extended hold times in consumers’ hands.

Each page’s reassuring copy covers a single topic in a simple and straightforward manner to deliver on the promise of Simplified Banking and encourage customers toward a long-term relationship with Citi.

CRM email series promoting the startup parking space app. Sent to customers at key touch points including most recent booking and anniversary. Uses vehicular culture and animated imagery to stand out from the many travel, banking and shopping CRM email consumers receive.

“You Can’t Spell Seattle Without Eat” campaign theme worked to drive awareness of the Groupon brand at Seattle’s #1 food festival. Theme also served as inspiration for our photo booth activation. Instead of the usual portrait-style photo op, we had festival goers arrange themselves horizontally on a dinner plate accessorized with fun food pillows, then shot them from above.

Groupon sends out over 1.5 billion emails each year. A big writing challenge was how to make subject lines stand out in the in-box every day and excite jaded company execs who thought they had seen it all.

These lines used Groupon’s wacky sense of humor to promote top categories like Food & Drink and Health & Beauty. Their open rates outperformed every line tested against them by up to 400%. Each became a control line Groupon used for years to attract new customers. Interestingly, lines tested with an emoji vs. without performed roughly about the same 🤔

“Groupon Turns Ordinary Days Sideways” experiential campaign at the NYC Food & Wine Fest included a sharable photo-op for festival goers, capturing them at unexpected angles in their choice of wine-and-dine environments.

Complimented the “Raise a Fork to New York” online and email campaign promoting top food & drink deals to New Yorkers.

Theme line for a national Food & Drink deal promoting Taco Tuesday, one of Groupon’s most successful campaigns ever.

Online and email campaign promoting a top national deal featured in Groupon’s Things to Do collection.

Social campaign for Facebook and Instagram created to attract new subscribers to the Groupon platform. Humorous wordplay and breathtaking imagery capture the eye and cut through social feed clutter.

Signage series created for Michigan International Speedway to promote Groupon app downloads using a bit a potty humor.

Signage series created for the Spring Awakening Music Festival to promote Groupon search to 90,000 EDM fans in Chicago.

 A staycation is never as much fun as going away. This campaign theme taps into Americans’ unique enthusiasm for planning and going on trips. A celebratory copy tone and dream-destination imagery work to make Groupon Getaways all but irresistible. Why not go?

National campaign using consumer data from key categories to celebrate a billion deals sold since Groupon’s start in 2008.

Packaging series promoting Groupon’s new food delivery and takeout service to appeal to merchants and customers.

Campaign promoting a burger sale to get Groupon customers into the spirit of National Burger Day.

This video takes brand evangelism to the next level. An unnerving host—is he trying to hypnotize you?—enlightens viewers about Groupon’s improved search features in our quirky, offbeat brand voice.

National Valentine’s Day campaign that showcased diverse lifestyle imagery complemented by an inclusive tagline to appeal to Groupon customers of all romantic persuasions.

For the Meow-stletoe campaign, we turned our Groupon the Cat mascot into a holiday helper by outfitting him with a hanging ball of mistletoe, then encouraged him to kiss, hug or high-five Chicago passerby at peak shopping times. Everybody got a treat like a cupcake or deal coupon and Groupon got a few phone numbers!

Succinctly communicate Citibank’s quirky tone and brand positioning of conscientious, live-within-your-means spending.

Print ads representing a larger integrated campaign for the Citi Driver’s Edge Card. Appeared in auto enthusiast magazines like Car and Driver promoting rewards such as cash off new/used vehicles or maintenance services.

Leveraging the creative brief’s insight that college students like word games and dislike being told how they should feel, this thank-you card catches them off guard by letting them decide their mood of the moment.

To celebrate the brand’s Facebook launch, this interactive ‘spin’ on the classic guess-how-many game treats players to a $1 coupon. Players could actually spin the candy jar to see all sides, then receive instant feedback on their guess. 

Case study video showcasing the launch of Sprint’s phone of the year via a fictional 3D movie trailer, Present Tense, a title inspired by the brand’s The Now Network positioning. Viewers interacted with 3D scenes and uploaded their own image into the suspenseful storyline and surprise ending. Included an instant win game with daily chances to win the EVO 3D as well as a mobile version of the site.

The result was one of Sprint’s most successful product launches of all time with over 6.2 million views in just six weeks and an average engagement time of 4:50 minutes.

This fun, fruity website introduced American moms to a new no-sugar-added fruit snack for kids. A long-scroll responsive design leads visitors through the Fruit Friends Activity Park, full of bright, bouncy animated characters and everything mom needs to know about the snack. Kids are redirected to their very own page with a multi-level memory game and coloring book pages.

fruitfriends.com