Meet the Parents
Arbella Carpartment Insurance
Our latest spot for Arbella Carpartment Insurance shows that combining your auto and renters coverage is an idea even your parents would approve of.
for a Worthy Cause
When One Mission came to us for help promoting the Buzz Off, their biggest fundraiser of the year, we jumped at the chance. After all, thousands of people shaving their heads in one spectacular day to support kids with cancer is more than a typical charity event. Lives are changed.
We wanted the work to be as impactful as the event itself. So we staged a mini-Buzz Off of our own. In one day, we shaved nearly 30 heads, all of them volunteers with a personal stake in the cause. We think the campaign conveys the pride we felt that day and has a chance to make this year’s event the biggest and baldest yet.
Full Contact’s latest commercial for Cumberland Farms’ delicious Farmhouse Blend Iced Coffee.
Cumberland Farms Farmhouse Blend
We set out to create a campaign that highlighted both the surprising taste and the equally surprising price of Cumberland Farms new iced coffee. To keep the surprises coming, we enlisted the services of summer beach icon David Hasselhoff. But even we were surprised by the consumer response to our “One Surprise After Another” campaign and the international phenomenon that followed.
Consumers began buzzing about the signs. And then they began stealing them – by the hundreds.
The Hoff-napping phenomenon quickly became a news story all across the globe.
After shattering Iced Coffee sales goals, we brought the Hoff back for a second year.
A household name throughout the rest of the world, this global baby feeding brand had little brand awareness in the US and Canada. We helped Tommee Tippee change all that, by creating this disruptive and wildly effective digital, social and print campaign.
Instead of replicating all the other brands in the category with their warm and fuzzy approach, we chose a more realistic direction; one that humorously suggests feeding time can be a lot less dramatic when Moms choose the bottle brand that’s closer to the natural way of doing things.
Arbella came to Full Contact with a challenge: Help them build a connection with a new generation of customers – Millennials. This group represented an enormous opportunity for Arbella but had little awareness of and interest in the insurance category. The client wanted a campaign that would make that meaningful connection with Millennials. We came back to them with a new product idea instead.
Carpartment is a new insurance program designed specifically for the Millennial that combines renters and auto insurance. Our fully integrated campaign around Carpartment was contemporary, humorous and perhaps even a little bit edgy. It was a very different approach for the category and a very successful campaign that has helped keep Arbella moving forward.
Cumberland Farms SmartPay
SmartPay is an innovative mobile payment and rewards program that saves customers 10 cents a gallon every time they pump gas at Cumberland Farms. It is also a game-changer that puts the convenience store retailer squarely at the cutting edge of providing consumers a far more enhanced experience.
From a marketing standpoint, Full Contact had a hand in every facet of SmartPay’s launch including product development and design, user Interface and of course all the messaging and advertising ideas that followed.
Zipcar is fast becoming one of the world’s coolest transportation brands. The product is as simple as it is remarkable; offering cars by the hour or day to an urban audience, with gas and insurance included.
When we began working with them in 2007, their goals were lofty but their awareness was low. We needed to do two things: Get on the radar screen of their city-dwelling target while also hammering away at their extremely aggressive new-member acquisition goals.
We used a full arsenal of innovative and traditional media to spread our message to urbanites across the globe – anyone who needed a car to do something in and around the city.
A brand this simple and remarkable deserves its advertising to be the same way. Our extremely multi-channel campaign was designed to reach the young urban dweller in all the places that they lived, worked and played and positioned Zipcar as the smarter, simpler way to live an active life. It wasn’t just about the car. It was about all the things you could do with the car. It was different, it was inspiring, it was simple, and it worked like crazy.
One of the quickest ways of making a meaningful connection with consumers is by the visual way a brand is represented. This is something that is a unique strength for us here at Full Contact.
We excel at creating logos, packaging, websites, collateral, environmental messaging and other design elements that instantly broaden a brand’s appeal and resonate with the very people we’re trying to connect with.
Castle Island Brewing Co.
Since 2009, we’ve helped Safety 1st with a number of successful initiatives, including the launch of the most advanced car seat safety system ever designed: Air Protect. In this digital video and print campaign, we chronicled an emotional meeting between a real family whose child was saved by an Air Protect car seat and the very people who made that car seat.
New England Baptist Hospital
There are 77 different hospitals in the Boston metropolitan area; needless to say, it is a crowded category. Our job was to make sure New England Baptist Hospital was able to truly stand apart. The good news is we already had a position of strength to start from. They are the only hospital in all of New England devoted exclusively to orthopedics.
But we wanted to do more than lead the category; we wanted to own the whole idea of movement. From the tagline we created, “Expertise in Motion”, to the campaign we built around the idea, our work helped New England Baptist to claim its stake as the only hospital 100% devoted to keeping you moving – a strategic high ground not often seen in hospital marketing.
We portrayed movement as not just an ability we all have, but a wonderful gift – an astounding power you never want to be without.
Cumberland Farms Chill Zone
After observing how young consumers were getting creative making their own customized beverages at the Cumberland Farms Chill Zone, we urged our clients to not only allow the behavior but embrace it. Our Mix Up Yours campaign was an inventive social, digital, mobile, broadcast, and in-store celebration of consumer creativity and social sharing.
To increase engagement, we created a series of memorable characters with distinct personalities – each one corresponding to a different flavor.
Friendsday Wednesday was an innovative social media promotion. It was basically BOGO on steroids – a program that encouraged kids to bring their friends to The Chill Zone.
Timothy FoleyPartner, Creative Director
Over his 25-year career, Tim has earned a reputation as a valued business partner to his clients and as a consistent creative award-winner; accomplishments he holds in equally high regard.
Tim, along with his longtime creative partner, Marty Donohue, started Full Contact based on a shared passion for finding the best way to connect brands with consumers. Since then, he’s been fostering work that does just that for brands like Cumberland Farms, Arbella, Safety 1st, and Zipcar.
Tim’s experience spans across a wide range of industries and media channels. His work on brands like Dunkin’ Donuts, Anheuser-Busch, Stride Rite, Calvin Klein, Top-Flite and Boston.com has helped get tons of attention for those companies while driving strong business results.
Prior to starting Full Contact, Tim spent 12 years at Hill Holliday. He worked on Harvard Pilgrim Health Care, Bank of Boston, Anheuser-Busch, John Hancock and spent eight years on the Dunkin’ Donuts account. Most notably,Tim was the Creative Director and art director on the launch of the “America Runs on Dunkin’” campaign.
Marty DonohuePartner, Creative Director
There is one simple reason to explain the success Marty’s had in his twenty-plus years of advertising; he truly loves what he does.
It shows in the award-winning work he creates, the brands he champions, the relationships he fosters, and the terrific agency he is helping to build.
Marty, along with his creative partner of almost twenty years, Tim Foley, oversees all the creative and production work done at Full Contact.
His brand experience runs far and deep and includes Cumberland Farms, Zipcar, Safety 1st, Disney, Dunkin’ Donuts, Anheuser-Busch, Calvin Klein, CVS, Marshalls, Arbella, John Hancock, Lotus, Fleet Bank, Boston.com, Star Market, Harvard Pilgrim Health Care, and Top-Flite.
Before opening Full Contact, Marty spent eleven years at Hill Holliday, where he eventually rose to the rank of Executive Creative Director.
When he’s not working, Marty and his wife, Marea, live vicariously through their three off-the-wall twenty-something children, but still manage to be in bed by 10:30.
Jen MaltbyChief Strategy Officer
Less than a minute into our very first meeting with her, we wanted to hire Jen. Her impeccable credentials spoke for themselves, but the minute Jen started speaking we knew we found the perfect person to head up our strategic planning department. She wasn’t just an excellent strategic thinker and doer; she was an awesome person, too.
Jen has a remarkable ability to boil down a staggering amount of information, analysis and consumer feedback into a simple, compelling strategic insight. Her background in consumer research and brand planning offers a unique perspective on how and when to tap into the consumer to inspire great work. Jen’s innovative way of thinking and brand storytelling has benefited a host of national and global brands throughout her career, including Bank of America, Kraft Foods, Heinz, Intercontinental Hotels, Tyson, ESPN, Eddie Bauer and Stop & Shop.
And she does it all with great humor and great humanity. Which is why we actually did hire her pretty much after that first minute.
Lauren KimballDirector of Account Management
She’s got an enormous amount of stellar brand experience.
She’s unbelievable with clients.
She has the respect and admiration of everyone in the agency.
She has a smile on her face all day long.
And boy, are we lucky to have her as our Director of Account Management.
Lauren Kimball is an absolute pro in every sense of the word. Before she came to Full Contact, she had worked on an incredible host of retail and financial services brands including Fidelity, Citizens Bank, Keurig, Webster Bank, Monster, IKEA, and Green Mountain Coffee.
She has a knack for rolling up her sleeves, immersing herself in a client’s business, and making great things happen for both brand and agency.