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Horn Group

Gold Stevie Award Winner 2012, Click to Enter The 2013 Steve Awards for Women in Business

Company: HORN
Company Description: Horn is an award-winning digital communications agency. Named 2011 Technology Agency of the Year, Horn works with Fortune 500 global brands and hot emerging growth companies in technology, media and consumer markets. Established 20 years ago, the agency is independent, with offices in San Francisco and New York, and is co-founder of the Oriella International Network.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Products

Nomination Title: Dyle Sweeps CES with Breakout Product Launch

In up to 500 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

Dyle is a one of a kind product from the Mobile-Venture (MCV) – a joint venture between NBC, News Corporation, FOX and other leading broadcasters. The product delivers live, local TV directly to mobile devices through the broadcast spectrum. HORN’s challenge was to build the Dyle brand from the ground up, culminating with an official launch at the Consumer Electronics Show (CES), one of the most crowded events all year.

Strategy:

Our strategy had to build all areas of the Dyle brand from scratch: content, visuals and an identity. But rather than distribute these tasks to independent teams, HORN instead executed each element within a single, unified strategy within one seamless campaign connecting PR, interactive and social media. We worked to create:

•Identity. The team brought Dyle to life with a new logo and brand aesthetic, complete with custom color palettes, fonts, imagery and tagline (Stay Tuned).

•Messaging. HORN developed all of Dyle’s written content, including messagingguides, boilerplates, Q-&-As, web copy and media briefing materials.

•Website. Messaging and brand identity came together in a new website,optimized for SEO.

•Motion Graphics Video. The team scripted, designed and animated a custom motion graphics video that explained Dyle’s features and benefits in a compelling and easy-to-understand way.

• Social Media. The team put together a start-to-finish social communications strategy, complete with content, design, competitive analysis, publishing calendars and influencers to target.

The team’s media strategy involved launching the product right before the start of the show in order to avoid its loss during CES chaos:

• Media Blitz. The team launched a massive PR push one week before CES with a key announcement: new partnerships with Samsung (to create Dyle-enabled Android phones) and MetroPCS (Dyle’s first service carrier).

• CES Eve. Reporters were given a second exclusive the night before the show: leading electronics company Belkin had signed on to create Dyle transmitters for iOS phones.

Results:

The pre-buzz made Dyle a must-visit destination on the exhibit floor. Results included:

•60+ briefings and demos with leading journalists and influencers

•54 pieces of feature coverage from top publications in all key sectors, including: Business (CNN, CBS, Forbes, Fox Business, The Los Angeles Times, The New York Times); Tech (AllThingsD, CNET, GigaOM, PCMag, TechCrunch, The Verge,Wired; Wireless / Television (Engadget, Mobile Marketer, Broadcasting & Cable)

•Significant momentum on social media channels, including: 263 mentions in just two weeks; 2300+ video views (demo videos and motion graphics video); 2500+unique website visitors during CES – leading to 900 newsletter signups.

At its conclusion, the campaign launch resulted in tremendous success throughout all of Dyle’s components: PR, social and interactive.

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 100 words):

David Fausel, Managing Director of Interactive at HORN, worked in the marketing space for 15 years before joining HORN’s Interactive team. Working at advertising agencies, David developed into a truly multi-modal account lead, combining experience in the advertising/social/digital/CRM spaces to develop media agnostic communications solutions for his clients. David has worked at some of the world's leading ad agencies working on the world's leading brands such as Nike, American Express, Saturn, Mercedes-Benz and Diageo. He now takes the lead on HORN’s integrated accounts, including this successful Dyle launch and campaign. Sabrina Horn is the CEO and founder of HORN.