current work
The Escape Pod created the INK PAPER SCISSORS brand all the way from name concept, to logo design, to store design, to final TV commercials. We went through hundreds of names. Then one day Ted, an art director, blurted out, "How bout Ink Paper Scissors?". Thank you Ted!
The Ink Paper Scissors concept is inherently local, but needs to feel like a big brand to be successful. So we found a way to act like a big brand, but on a very local level.
One of the untapped benefits of the proliferation of digital cable is that it allows advertisers to micro-target, with what has previously been a mass-reach medium — television. In essence each digital-cable box (or each digital household) is like its own tiny DMA, that can be served a message different from the one across the street. We worked with the local cable operators to identify the zip codes within the one-mile trading radius for each Ink Paper Scissors store. We then were able to purchase television spots on key networks within these zip codes only. Instead of buying an entire DMA, we are able to advertise to only the houses that are likely to shop at the new Ink Paper Scissors locations, and at a fraction of the cost of a typical DMA-wide buy.
The net effect is a very localized, very efficient television buy that feels very big. Big impact. Small cost. No waste.