Q1 Recap: Our Top Projects
- David Hopkins
- 3 days ago
- 3 min read
ABI had a busy first quarter with exciting projects in education, local government, travel, and healthcare. We’re happy to share with you some of that work.
Dallas College - The Future You, In Clear View.
Starting off the year strong, ABI launched Dallas College Reflections. Our work was seen across Dallas County, which included eight different videos across six different career paths.
Trying to reach our audience we met them where they were—driving on 30, waiting at the Dart, watching TV, we even had a little fun creating a campaign featuring 6+ career options.
With this campaign, we took seven separate colleges and merged them into a single brand through strategic messaging and audience segmentation, aimed at improving educational opportunities and institutional effectiveness.
But it wasn’t about selling the value of college. From our research, most people understand its important. Instead, we needed to sell a feeling: The belief that you already have what’s in you to succeed. These aspirational billboards, videos and digital campaigns focused on showing transformation and success, giving us an opportunity to also highlight available career paths.
Dallas County Elections - Your Vote Is Waiting.
The first quarter also introduced us to Victor, our ballot buddy for the March primary elections in Dallas County. Victor became the character behind our “Your Vote is Waiting” campaign.
Voting procedures in Dallas County went from “vote at any center in the county” to a stricter precinct-assigned voting location policy on Election Day. Early voters could still vote at any center, but we had only a few weeks before early voting began. That’s where ABI stepped in.
It was truly an omnichannel endeavor that allowed us to create for digital and traditional media.
We made mailers that would reach 1.4M registered Dallas County voters. This direct mail had our biggest engagement yet, with QR code scans going above 21K scans.
What’s most important is that the voters showed up. According to the Dallas Morning News, nearly a quarter of a million people voted early in Dallas County, surpassing 2018’s total early voting and primary Election Day turnout.
DFW Airport - Construction is Blooming.
Dallas Fort Worth International Airport is the third-busiest airport for passenger traffic with more than 86 million customers every year. As you might imagine, major construction makes everything complicated especially during peak travel seasons.
ABI had created an ad campaign during the holidays that focused on these complications and add a light-hearted seasonal flair. We continued the look and feel of this campaign for the spring.
We need to keep the message simple: Plan ahead. Arrive early. Avoid any delays caused by crowds and construction. The messaging was upfront about the challenges but encouraged travelers to be proactive and take these delays in good stride.
DCHHS – Maternal Health – Fast Forward
As part of an initiative with Dallas County Health and Human Services, we launched the county’s first maternal health resource microsite, DCHealthyStart.com.
With a consistent theme of “Help with all your firsts, and beyond” our creative was guided by direct insights from focus groups, our own experiences, and research.
We love this campaign and the good that it does for our community, connecting parents (especially new moms!) with necessary resources and support. We made it easy to enroll, warm and welcoming through the use of animations and illustrations for those visiting the site. In a word, the site looks beautiful.
At ABI, we love to embrace new challenges and produce great work. This year will be a special one for us. We can’t wait to share with you what’s coming next. Bring on Q2! If you’d like to see how ABI can help grow your business, click here.
