RCA | NineSixThree

THE CHALLENGE

On their 100th birthday as a company, we were tasked with rolling out a new produt line for the legendary RCA. As a company deeply rooted in innovation and excellence, our task was to seamlessly blend the timeless values that have defined them with the newness of the products they were offering. We wanted to honor all that RCA has done over the last century and leverage those accomplishments to tell the story of reliability and innovation that has withstood the test of time.

THE SOLUTION

This challenge provided us with the opportunity to look back at RCA’s classic advertising campaigns and bring their iconic characters Nipper and Chipper into the 21st century. In our tentpole piece, we focused on the young Chipper, pulling his elder away from the origins of the brand, trotting through the “Musem of RCA Innovation” and enthusiastically leading him to the laptops and touschscreens of the present day. Our social media content also reflected this juxtaposition of the classic and the splashy, with clean colors and dynamic movement.

REACH & ENGAGEMENT

In 2022, we brought our work for Gateway to the world in a big way. Our videos reached an incredible 26.5 million households. And we didn’t stop there. We then caught the eyes of approximately 140 million people, giving Gateway their biggest reach in over a decade. We’re not just about numbers; we’re about leaving an impression, and we delivered there as well with an extremely strong 27 million unique impressions and 21 million video views on YouTube and social media. This was huge for them and their business and we are super proud to have helped Gateway rock it in 2022.

NEW & ICONIC

After 100 years as a brand, RCA’s Nipper and Chipper have seen alot. Unfortunately we hadn’t heard form them in over 25 years. It was our honor to breathe new life into these mascots and remind customers how amazing RCA has been and continues to be.

SOCIAL

Our social campaign consisted of hundreds of adorable lifestyle images. In the wake of covid-19, as Americans found themselves working from home, we leaned into the notion of suddenly having co-woofers. This concept landed extremely well with our audience so our updated take on the RCA pups became a huge success.