Irvine-based RiechesBaird got some exposure on the Olympics for a new client and its own creative reputation as a branding agency.
The agency created three television ads for global telecommunications-equipment maker Huawei Technologies USA, a unit of China-based Huawei Technologies Co.
Huawei, which has grown to $32 billion in annual revenue, only recently began targeting U.S. consumers.
The company makes components and consumer products, and counts on Asia for most of its sales. It has more recently started selling branded cell phones and other products here, where consumer awareness of the brand remains relatively low.
The ad campaign for the Olympics looked to change that, with spots running in key markets such as New York, San Francisco, Dallas and Washington, D.C., among others in the U.S. and Canada.
“The biggest challenge they face is a lack of awareness and misperceptions, which this campaign is strategically designed to address,” said Ray Baird, president and cofounder of RiechesBaird.
RiechesBaird created and directed the trio of 30-second commercials, and NBC produced them. They aired throughout coverage of the Olympics, which had an average price of $725,000 for a 30-second spot in prime time, although the regional ads outside of prime time were less expensive.
RiechesBaird’s creative approach focused on “what’s possible” with Huawei products, featuring customers dreaming about the future before realizing it’s already here thanks to various technology products, Baird said.
“The Olympics was the perfect time to introduce Huawei to North America,” he said. “Like the Olympics, Huawei is focused on bringing people together, dreaming of the possibilities, and making it a reality.”
RiechesBaird has helped other Asian companies looking to increase U.S. market share through corporate branding, including Tokyo-based Hitachi Consulting Corp. and Tokyo-based Toshiba Corp. Other existing clients include Fort Worth, Texas-based American Airlines Cargo and Dublin-based Epicor Software Corp. with its U.S. operations in Irvine.
RiechesBaird reported $30 million in capitalized billings last year from its Orange County office and has about 20 employees. The agency has an additional office in New York.
Athlete App
Former Anaheim Ducks hockey player Joe DiPenta has signed on as chief executive of Fan Apps Inc., a subsidiary of Laguna Niguel-based app developer Iconosys Inc.
DiPenta arrives as Iconosys aims to carve out a niche among professional athletes and celebrities. The mobile app is intended to help endorsers extend their years of earning power by maintaining relationships with their fan bases. It also aims to help athletes transition to new careers when their playing days end.
Fan Apps aggregates content from social media sites, providing fans a mobile app for social media feeds of news on their favorite stars.
“I’m very excited to be part of this product and technology solution for athletes and other celebrities who want to more effectively connect with their fans and at the same time enhance their market value, both short and long term, with endorsers,” said DiPenta, who was on the Ducks team that won the 2007 Stanley Cup.
Features of the app include: the Fan Chirp, a Twitter-like messaging capability that lets the endorser give app users a first look at tweets; the Fan Pic, which allows the endorser to post candid pics directly to fans; the Sign My Phone Autograph Collector, a tool that allows fans to collect the endorser’s autograph directly on their Smartphone, and other features.
Social Strategies
Here are some recent efforts to tap social media in marketing campaigns:
n Foothill Ranch-based teen retailer Wet Seal Inc. wrapped up its Hot Summer Days contest on Pinterest. The contest asked fans to follow Wet Seal and create a Wet Seal pin board, pin summer-inspired photos and at least three images from a Wet Seal photo shoot, then use the hashtag #WetSealSummer and #Contest in the pin descriptions. The winner received a $500 gift card and $500 travel voucher.
n Huntington Beach-based action sports shoe manufacturer DC Shoes Inc. partnered with professional skateboarder Mikey Taylor by filling the trunk of his 1995 Honda Civic with his signature shoe made by DC, the Mikey Taylor S. The car was auctioned off on eBay and promoted through Facebook and Twitter. The winning bid was for $5,600.
Bits and Pieces
Newport Beach-based Irvine Co.’s residential builder subsidiary Irvine Pacific has a new service for smart phones, offering access to floor plans and video tours of homes … Orange-based PR firm Westbound Communications hired Monica Garcia as a senior account executive.
