Kampgrounds of America (KOA): Morning

Credits & Description:

Media: WebFilm
Category: Travel, transport & tourism
Client: Kampgrounds of America Inc. (KOA)
Agency: LRXD
Production: Concrete + Clay
Country: United States of America
Director: Paul Schneider
Creative Director: Andy Dutlinger
Creative Director: Jamie Reedy
Creative Director: John Gilbert
Assoc Creative Director: Chad Dickson
Executive Producer: Mike Brady
Sound Design: Coupe Studios
Visual Effects: Milkhaus
Agency Producer: Rebecca Hynes
Post production: Milkhaus
Editor: Dave Krahling
Designer: Chad Dickson
Designer: Spencer Everett
Music: Marmoset
DEVELOPER: Dan Alexander
DEVELOPER: David Lawson
INTERACTIVE PRODUCER: Austin Power
PRODUCER / LINE PRODUCER: Greg Bartlett
DIRECTOR OF PHOTOGRAPHY: Matt Jeppsen
EDITORIAL COMPANY: Milkhaus
ASSISTANT EDITOR: James Duree
SOUND DESIGNER: Greg McRae
VISUAL EFFECTS EDITOR: Dave Krahling
ACCOUNT SERVICE SUPERVISOR: Felicity Coye
SONG 1: “Morning” – Where You Go
PERFORMER & COMPOSER: Altadore
PRODUCER: David Katz
ARRANGER: David Katz
SONG 2: “Afternoon” – Vulgaret
PERFORMER & COMPOSER: Peter Suk & Ben Allen
ARRANGER: Peter Suk & Ben Allen
SONG 3: “Evening” – West Virginia
PERFORMER & COMPOSER: Altadore
ARRANGER: David Katz
Denver agency LRXD has created "What's Happening Now Behind the Yellow Sign?" an integrated advertising campaign for Kampgrounds of America (KOA) that targets ad creative to specific day parts (morning, afternoon, evening). The ads correspond to camping activities viewers could be experiencing at that time.
Synopsis:
In “What’s Happening Now Behind the Yellow Sign?” Kampgrounds of America (KOA) combined logic and emotion to sell the great outdoors as a visceral experience to camping enthusiasts. The cable TV-centric multimedia effort targeted creative executions to specific day parts (morning, afternoon and evening) and used sensory experiences to stoke emotions and memories about camping in viewers so they would long for these timely experiences. In media buys, we optimized the element of time to coordinate the activities shown on screen to the approximate hours in which the ads aired. The spots depicted evocative vignettes depicting campers enjoying outdoor activities contained sensory cues to stir emotions about camping, giving viewers even more reason to trade the confines of their office cubicles for an environment where bacon sizzles, firebugs light up the night sky and the last one in the pool is a rotten egg. The campaign increased awareness and revenues.