Client: Cordis

Challenge: Promote the Cypher Heart Stent (a Cordis product) to the masses in the target city of Baltimore in such a way that that would both educate consumers about coronary artery disease and build brand recognition for the cardiologists who prescribe the medication.

Solution: A customized, brand-owned 8-page special section titled Life Wide Open, which was inserted into the full Sunday circulation of the Baltimore Sun. Additional distribution via street teams throughout the city for a total of 500,000 pieces.

To increase consumer interest in the section, Jigsaw Media recruited and vetted for the project legendary Orioles catcher and current team announcer Rick Dempsey for the cover story. Rick's father passed away prematurely from coronary artery disease so the personal connection was evident and resonated within the piece. A secondary story was written about Orioles Sideline Reporter, Amber Theoharis, whose Maryland roots and family history of high cholesterol made her a powerful voice within the section as well. Brand advertising, a coronary artery disease advertorial and Orioles schedule rounded out the piece, creating a marketing vehicle wrapped in an interesting and useful read.

• Insert date and street team distribution coincided with air dates of Cordis broadcast ads during Oriole games, providing strong brand reinforcement in a very important market.
• Use of local sports hero, Rick Dempsey, provided the brand with a recognizable personality to deliver the message about the dangers of coronary artery disease and need to get checked by a doctor at the earliest onset of symptoms.

Client: Nikon

Challenge: Showcase Nikon's lens technology, extensive product line and expertise in sports photography, while simultaneously activating their sponsorship of the New York Mets within a special section that would reach the New York masses.

Solution: A customized 16-page insert into the NY Daily News, titled In-Focus: A Curtain Call for Shea Stadium, that was part of the regular Sunday circulation. Additional distribution took place via street teams at Shea Stadium and throughout NYC at commuter hubs for a total distribution of 1,100,000.

Content centered on the Greatest Moments at Shea promotion that Nikon had been running throughout the season, with the top-ten moments chronicled within the piece - and the number one moment earning the cover position. Other areas featured in the section included a Citi Field construction update, Shea Stadium historical retrospective, and various photo-centric stories profiling select Nikon products and expert advice from veteran sports photographers. There was also a consumer activation piece through a contest with prizes including tickets to opening day at Citi Field, Nikon gear and the opportunity to photograph a Mets game from the Nikon photo booth in 2009.

• Sweepstakes garnered 10,000 responses (2,000 more than the prior Nikon/ Mets-related sweeps) providing new names for Nikon's database.
• On-air promotion of the section was secured through a barter deal with SNY (Mets TV partner) in which they received a full page ad in the section. Nikon received In-Focus branded in-game billboards, :10 tags throughout SNY programming and an on-air discussion of the piece by the broadcast team during a game.