MailChimp: Did You Mean MailChimp? by Droga5

Agency: Droga5
Client: MailChimp
Date: Feb 2017
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
11 votes

Despite having a name that's pretty easy to pronounce, MailChimp claims that the e-mail marketing platform has a history of people mispronouncing it (a claim that stems from an audio ad that ran in 2014 before the hit podcast "Serial" in which someone mispronounces the brand as "MailKimp").

The company's oddball name is now the basis of an elaborate marketing campaign that the brand recently launched in partnership with Droga5. Over the past few months, MailChimp has been creating all sorts products, events and videos that play off of its name but don't directly reference the brand in any significant way. For example, the brand recently created three eccentric short films called "JailBlimp," "MailShrimp" and "KaleLimp" that screened in select theaters in cities including New York, Los Angeles, Chicago, San Francisco and Atlanta. It also created a line of chips called "FailChips" and an anti-aging beauty treatment called "SnailPrimp."

One of the largest activations that MailChimp created for the campaign was a song called "Hymn" by Dev Hynes (aka Blood Orange) and Bryndon Cook. The collaboration between the two artists, dubbed "VeilHymn," features an interactive music video that fans can check out at a dedicated website. The song's release received media coverage in publications including Rolling Stone and Pitchfork.

While the eclectic activations spanned categories including food, film, fashion and beauty, the one thing that tied them all together was that they all directed people to MailChimp's website. When people typed in things like "MailShrimp" or "FailChips" into Google, the search engine would ask if they meant "MailChimp."

To commemorate the many activations that have made up "Did You Mean MailChimp?" over the past few months, the brand has released a short video that details why it created a "massive search campaign featuring nine mysterious projects" for its first major marketing effort.

"We used mispronunciation as a creative device to inspire all kinds of different executions, knowing that people would be curious about what they were seeing and search for more information," said Mark DiCristina, senior director of brand marketing at MailChimp, in a statement. “We have a history of not taking ourselves too seriously and having fun with our name, and this felt like a perfect way to introduce ourselves to potential new customers in a big and creative way.”

Credits

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Executive Creative Director: Neil Heymann

Group Creative Director: Don Shelford

Senior Copywriter: Julie Matheny

Senior Art Director: Matt Rogers

Copywriter: Ryan Snyder

Art Director: Katie Willis

Design Director: Devin Croda

Senior Designer: Nate Moore

Experience Design Director: Daniel Perlin

Junior Experience Designer: James Garvey

Chief Creation Officer: Sally-Ann Dale

Director of Interactive Production: Niklas Lindstrom

Associate Director of Interactive Production: Justin Durazzo

Executive Producer, Experiential: Bo Djogo

Senior Producer, Interactive: Leo Seeley

Producers, Interactive: Grace Wang, Morgan Mendel

Integrated Producer: Riely Clough

Director of Art Production: Cliff Lewis

Executive Producer, Art: Julia Menassa

Producer, Art: Nichole Katsikas, Frannie Schultz

Co-Directors of Film Production: Jesse Brihn, Bryan Litman

Senior Producer, Film: Anders Hedberg

Associate Producer, Film: Isabella Lebovitz

Music Supervisors: Ryan Barkan, Mike Ladman

Senior Editor: Matt Badger

Audio Mixer: Jesse Peterson

Sr. Integrated Production Business Managers: Denise Klapp, Tom Vendittelli

Director of Print Services: Rob Lugo

Senior Producer, Print: Alyssa Dolman

Retouching Studio Manager: Michelle Leedy

Graphics Studio Manager: Virginia Vargas

Quality Control Manager: Lisa Bishai

Quality Control: Susanne Johansson

Retouching Coordinator: Michael Mockler

Retouchers: Pete Gibson, John Ciambriello, Mike Vorassi, Shari Alexander, Natasha Kaser, John Clendenen

Chief Strategy Officer: Jonny Bauer

Co-Head of Strategy: Colm Murphy

Strategy Director: Katie Coane

Senior Strategist: Justin Pak

Strategist: Midori McSwain

Senior Communications Strategist: Elsa Stahura

Senior Communications Strategist: Taylor Hines

Data Strategy Director: Lily Ng, Bethany Bengtson

Data Strategist: Kaveri Gautam

Chief Operating Officer: Susie Nam

Executive Group Director: Julian Cheevers

Group Account Director: Matt Ahumada

Account Director: Pat Rowley

Account Supervisor: Josh Freeland

Associate Account Manager: Camille Cheeks-Lomax

Global Head of PR: Marianne Stefanowicz

PR Manager: Danny Hernandez

PR Coordinator: Ahrim Nam

Head of Project Management: Katia Billings

Project Managers: Leslie Alexander

Counsel: Sarah Fox

Associate Counsel: Zach Werner

Media Agency: PHD

Strategy Director: Ji Kim

Director, Marketing Sciences: Phil D'Addio

Associate Strategy Director: Alex Arcuri

Associate Director Digital Investment: Tina Qu

Interactive Production Company: Resn

PR Agency: RSquared

PR Consultant: Alison Voetsch

Mood Films

Production Company: Riff Raff Films & The Directors Bureau

Director: The Sacred Egg

DOP: Ben Todd

1st Assistant Director: Eric Kaskens

Producer: Jane Tredget

Production Design: Petr Kunc

Production Service: Unit+Sofa

Editorial: Big Chop

Editor: Sam Bould

Movie Poster Photography: JUCO

Artist Representation: Billy Diesel @ Art & Motion

Post Production: MPC

VFX Supervisor: Alex Lovejoy

Producer: Louise Unwin

Music: Bimbi by Joy Boy.

Additional Arrangement by Found Objects

(JailBlimp)

Plantasia by Mort Garson (KaleLimp)

Ricall (MailShrimp)

Sound: Factory

Mixer: Jon Clarke

Interactive Production Company: Resn

VeilHymn (Song + Video)

Artists: Devonte Hynes, Bryndon Cook

Record Company: Domino Records

Music Video Production Company: Strangelove

DOP: Jackson Hunt

Executive Producer: Melinda Nugent

Executive Producer: Sara Greco

Line Producer: Laure Salgon

Conform/VFX: The Artery VFX

Colour: MPC London

Colourist: Houmam

Music Video Director: Malia James

Music Video Editor: Mandy Brown

Cover Art Photography: JUCO

Artist Representation: Billy Diesel @ Art & Motion

Interactive Production Company: Resn

FailChips

Interactive Production Company: Resn

Product Development: MADE

Photography: Paul McGeiver

SnailPrimp

Event Production Company: The Uprising Creative

Interactive Production Company: Resn

WhaleSynth

Interactive Production Company: Resn

NailChamp

Interactive Production Company: Resn

Promotional Photography: JUCO

Artist Representation: Billy Diesel @ Art & Motion

MaleCrimp

Interactive Production Company: Resn

Photographer: Paul McGeiver

Inception Mural

Illustrator: Brosmind

Artist Representation: Liz Leavitt @ Levine/Leavitt