SETTING THE STAGE: Weeks before the new brand launched, mysterious installations of oversize Big Red Steps appeared around SW Washington, teasing the arrival of something, well, big.
Perimeter tape featured a simple url: BigRedSteps.com.
Strategically placed print and outdoor ads heightened the intrigue…
…all of which pointed to BigRedSteps.com, with subtle clues about the purpose (and benefit) of what was on its way.
The microsite featured a countdown to the release of the revamped FirstIndy.com (still under wraps), and a gallery of user-submitted spy shots of the Big Red Steps.
Taken together, a revitalized and dramatically new First Independent was ready to appear.