It's a serious business.
Our creative team likes to get under the skin of markets to test them before they test you. Las Vegas, for example, ensures that every detail from the slot machine's jingle to the carpet's pattern below your feet has been determined by research to encourage you to part with your money. So, if Las Vegas doesn't leave its marketing to a roll of the dice, why should you?
Often mistaken for a similar sounding adult website – Hotbox.com was a company with an identity crisis. They needed a new look and approached One.
They were promptly renamed Firebox.com and we managed the brand’s re-launch to UK ‘Lads Mag’ editors. We sent out a set of ‘Firebox Top Trump playing cards – the parody played on the cult status of Top Trumps, a popular card game seen in the school playgrounds of the 70s (see below). Editors found themselves playing the old game (and immersing themselves in the Firebox brand) and the company has appealed to the male 16-34 market ever since.
The dotcom boom saw the rise of many independent retailers – Firebox was one of the few to survive the sub-sequent crash. With a strong brand behind them they are now entering the US market.
Related case studies > Other work with Firebox.com
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