Opus Makes a "Play" for New York Market
In recently opening its new two-person office in New York City, Opus Event Marketing of Richmond, Va., is hoping to bring fun back to Madison Avenue's marketing establishment. Along the way, the 30-person firm plans to revisit the industry's lexicon, by throwing out tired old jargon in favor of more descriptive language when it defines innovative marketing campaigns for its clients.
Established in 1990, Opus is known for its unique "Let's Play" marketing strategy. The approach offers an opportunity to introduce highly creative improvisation sessions into the development of traditional marketing pitches to ultimately augment the demographic appeal of a campaign. After all, fun is a universal concept and emotion.
But it is also serious business with highly practical consequences.
Through play, say company officials, communication barriers are dissolved, allowing people to bond with brands. The result is a three-dimensional marketing thrust to provide companies the means to build brands, launch products and create a meaningful consumer experience.
The approach has its following, and while Opus may be entering the world of Madison Avenue giants, they are coming to play with a track record. The company's client list includes Chevrolet, US Airways, Disney, Radio City Music Hall, Nationwide Insurance, the NCAA, MCI, TBS, Harley-Davidson, ESPN and Calvin Klein Cosmetics.
No Nonsense Legwear hired Opus to provide its customers an experience beyond buying pantyhose. The result was a tour of several cities that featured a mobile spa. No Nonsense customers were encouraged to "take a break" and be treated to massages and facials.
"Their idea to use a mobile spa was unique and extremely creative, providing for some of the most exciting energetic work we have seen," says Bert McDowell, senior marketing manager, No Nonsense Pantyhose. "A customer experience was developed."
Beyond serving up a grand old time, Opus tries to create opportunities to make tactical progress in a campaign through marketing buzz (public relations), stuff (giveaways), promotions and sensory branding.
"Implementation is based on play, providing the human function to the strategic creative," says Jennifer Ebert, "executive storyteller" (spokesperson) for Opus. "When you have scientific data, enhanced with strategic creativity, the result is often a next-door practicality that strikes home with the consumer. It's a new way of thinking that is bridging statistical information for better results."
In addition to trolling for new clients in the Big Apple, Opus will use the New York office to support and execute programs developed out of the company's headquarters in Richmond. The company also hopes to use its new location to harness some of New York's creative talent and resources.
"Simple and objective play, nothing more, allows us to combine creative strategy and objectivity," says Andy Stefanovich, "in charge of what's next" (CEO) for Opus.
To wit, Stefanovich has created a physical environment that reflects his values. The creative concept room is the "playroom," while the conference room is known as the "lounge."
And as "playmates" go from one to the other, they will have an opportunity to jump on the trampolines that line the hallways, while they listen to music and watch current pop culture TV which plays 24 hours a day, seven days a week. (Opus, 804/644-2200; 212/541-4026)