Case Studies
client: Comdata
DVL Creates the Magic of the Magnetic Strip
capabilities/industry: Advertising | Broadcast & Video | Collateral & Print | Marketing Communications | Technology & Industrial
Nashville-based Comdata asked DVL to concept and produce print and broadcast advertising to support the company’s branding initiative and convey its marketing message to key decision makers in its target audience. The key message was that Comdata provides innovative electronic payment solutions to help increase profitability. DVL was also hired to plan, negotiate and place the advertising in cable news networks including MSNBC, CNN and Fox News.
DVL based the concept on the one thing that represents every aspect of Comdata’s business: the magnetic strip on the back of stored value cards. In the 30 second ad, the animated magnetic strip whimsically moves across the screen, drawing images that support Comdata’s product line—a wrapped box to represent gift cards, a truck to represent Comdata’s fleet services and a calendar to represent payroll services. In each segment of the ad, the black line that has created the product crosses the back of a stored value card to reveal itself as the magnetic strip, emphasizing that the benefits of Comdata’s services are made possible by the power of the information contained in the magnetic strip. The print ads feature a complementary illustration style that conveys movement and draws attention to the magnetic strip.
results: The client received positive feedback from employees and existing clients and continues to track new business leads.
