© Copyright 2017
Baker Street Advertising

BSA creates advertising and digital content, plans and buys media, and produces film and video unlike any other agency, brand consultancy, digital media buying or production company by leveraging consumer insight, behavioral economics, and predictive data analytics.

5 Year Story

Client: NorCal Honda

Executions: Broadcast, Print, Digital, In-Store POP & Social

  • Discovery

    BSA’s behavioral economists conducted thousands of personal interviews, which led to hundreds of potential motivators, each tested among Northern California drivers to determine the best combination of messages to deliver to our target. This information led us to create campaign platforms infusing the data with emotion and creativity. Four campaigns were tested and the ultimate truth emerged: the most powerful thing we could say about Honda to Northern California drivers was, well, "Ask Any Honda Driver.”

  • Creativity

    Leveraging the insight that Honda’s legendary reputation was worthy of asking around, BSA created multi-channel platforms that wove our central brand theme throughout a calendar of events that included sales promotions and events creating urgency. These urgent sales messages were crafted with a creative voice that appealed to our clever, artistic, NorCal audience. Our creative always playfully leverages top performing audience motivators customized by target and medium. So no matter how crazy we got — (see Thomas Jefferson in a Speedo), we always had something super relevant to say. (Jefferson’s Sales Event broke records, if not hearts.)

  • Proof

    By optimizing messaging, media mix, and adjusting digital spending to take advantage of high velocity sales periods, BSA helped the Northern California Honda Dealers lead the nation in 5-year growth. Boom. We also left behind a body of work that our clients are proud to show their friends and family (for the record, not everybody was proud of Jefferson’s swimwear).

Together We're Giant

Client: SF Giants

Executions: Broadcast, Print, Digital, OOH & Social

  • Discovery

    After missing the playoffs in 2011, the SF Giants came to Baker Street to assess where they stood in the minds of the fans and how to optimize their next move. We discovered that one failed season after the Giants' first World Series, different kinds of fans reacted to different motivators. The most avid fans were most motivated by player personalities, while the casual fan was more interested in the role of the fan and the vaunted Giants pitching staff. Rather than create strategies that appealed directly to the casual fan, BSA decided to focus on how to make the casual fan behave and believe like the avid fan. The answer was teaching the casual fan about the player personalities in the context of giving the fan credit and responsibility for winning championships.

  • Creativity

    "Together We’re Giant" became a legacy line for the Giants organization that serves as an avitar for not only marketing, but the team’s philosophy as well. BSA created multiple integrated campaigns, year after year, highlighting the unique symbiotic relationship between Giants players and fans. Award winning TV, outdoor, social and digital executions helped win the hearts and minds of fans and players.

  • Proof

    Not only have the Giants reached all their aggressive ticket sale objectives from 2011- 2016, breaking the all-time National League consecutive sellout record, they also dramatically increased social media engagement, driving Facebook followers to over 3 million. Even more impressively, the religion of “Together We’re Giant” took hold at every level of the organization. Players today can be heard in interviews reflecting on the philosophy, if not the exact words, “Together We’re Giant,” to explain their relationship with the SF fanbase.

Snacktivities Viral Videos

Client: Sun-Maid Raisins

Executions: Social Viral Videos

  • Discovery

    Sun-Maid Raisins came to BSA to discover how they could increase usage and interest among their target with minimal media investment. BSA discovered that moms could be reached with relevant social media, especially with content they could share with their kids. More importantly, we found that if we could make eating raisins more fun, we could help mom serve her kids more healthy snacks.

  • Creativity

    BSA created and directed a video series called, “Snacktivities,” that featured fun and tasty treats moms could make with their kids. Each video showed how to make the project with simple instructions and a pop animation style that kept the projects fun.

  • Proof

    Sun-Maid, with very little, read zero, production dollars and media investment were able to dramatically increase their earned reach by 105% and establish a building block for future social growth. Plus the videos are cute as hell.

#AskAnyHondaDriver Testimonial

Client: NorCal Honda

Executions: Broadcast, Digital, In-Store POP & Social

  • Discovery

    After enjoying 4 years of record-setting growth, the NorCal Honda dealers began to see some loss in the rate of growth coming into 2015. We needed something to jumpstart our seemingly saturated efforts. So we returned to a discovery made 5 years earlier: while consumers respond to a number of different motivators, nothing is more powerful than the confidence of inviting people to ask real Honda owners about their experience. And now we had the power of social media to spread the word.

  • Creativity

    We started with a bold notion: “If you’re looking for the perfect car for Northern California, Ask Any Honda Driver." Given Honda’s overwhelming satisfaction and reliability we were confident we would find real stories that would back up the claim. So we created a Facebook app and social media effort that asked drivers to tell us about their Honda experience, for a chance to star in our campaign. In the first 2 years, we created 11 short films featuring the most-interesting, fun-loving Honda drivers you’ll ever meet. We also created a TV and digital pre-roll campaign around the stories.

  • Proof

    Launching the #AskAnyHondaDriver testimonial campaign across social and digital channels helped accelerate sales and push the Northern California Honda Dealers regional performance 3 places to #2 in the Nation. What’s more, social engagement across the Association's Facebook, Instagram, and YouTube pages increased 5 times. That’s a triple quintuple, baby!

Hispanic Siempre Contigo

Client: NorCal Honda

Executions: Broadcast, Print, Digital, In-Store POP & Social

  • Discovery

    The Hispanic population continues to grow in Northern California and although Honda was indexing quite well against Hispanics, our behavioral economists projected that we could dominate the target with a concentrated effort appealing to the emotional ties Hispanics have with their family and friends and how the family car plays a role. Although 70% of our Hispanic target consumed anglo media, as well as Spanish language media, we discovered we could appeal on a more personal level to our bilingual target and influence their behavior.

  • Creativity

    BSA created “Siempre Contigo” which means “Always With You.” The multimedia campaign leverages Honda’s reputation for reliability and durability as it stylishly weaves the car into our target’s lives. Because you can count on the brand's legendary reputation, Honda is always with you during your most precious moments.

  • Proof

    The moment NorCal Honda replaced its Hispanic translation of anglo advertising with this custom Hispanic effort, sales skyrocketed among Hispanic surnames. “Siempre Contigo” struck a chord and helped push Hispanic sales beyond what had ever been projected. The campaign has been so successful, it's helped make overall Honda sales the fastest growing car brand in Northern California.