Spring is a name and a way of working. It goes like so:
S stands for Simple – one idea at a time, communicated clearly
P is for Producible; our agility word for client affordable that spends money on the idea, not on pyrotechnics
R is for Relevant, as in dead-on strategy
(Let’s save I for the moment)
N is for New
An original concept that the client can own and build on
G is for Genuine, as in a brand truth and a customer moment of truth
S is for Shareable
Most importantly, “I” is for Inspire
Inspire is where the work meets the heart. It is where we laugh, cry, get mad, get intrigued, get interested. It is where indifference goes to die, and love and loyalty come to life.
Here’s an example:
When Vancouver’s perennial and alleged NSFW rock radio station CFOX asked us to help bring them a newer campaign generation of cleaner-clothed listeners without alienating it’s more broken-in faithful, we looked to “I”.
The, YOU ROCK is an emotional cheer for both the long-time and the first-time listener
The power of “I”? Everybody stayed, many joined, ratings soared