Edvest Apple on Books

In a category saturated with images of cute babies and little kids, what do you do to stand out and get noticed? That’s the question Edvest, Wisconsin’s official college savings plan, posed to us in 2012. Our team huddled up and created a fully integrated plan that has grown and evolved over the years.


Edvest’s “Wise Apple” character mascot was developed by Celtic’s creative team to make the brand stand out from competitors. He has been featured in award-winning campaigns since 2013, including broadcast, radio, digital, print, and social media.

Edvest Apple Development

One of our most successful Edvest initiatives was the “Big Apple Giveaway.” The sweepstakes gave one child a grand prize consisting of a $1,000 Edvest savings account, and a trip to New York City where the winner announced a Green Bay Packers draft pick on stage. The campaign’s video, eblasts, banner ads, and other materials featured the apple speaking from a podium inviting families to enter the contest. Our PR team also coordinated a press conference at Lambeau Field announcing the sweepstakes with representatives from Edvest and the Green Bay Packers on hand.

Big Apple Giveaway 2014 Results:

Entries up 28% over previous Edvest promotion
Hard leads increased 37% over previous Edvest promotion
PR coverage of the promotion generated 1,760,174 impressions – a value of $40,969
Facebook likes increased by 4.93%
Twitter followers up 5%

Big Apple Giveaway
Big Apple Giveaway
Big Apple Giveaway
Big Apple Giveaway

Over the years, the apple has evolved from main spokesfruit to supporting character. In our most recent campaign, he appears as a friend to Mama Bird as she flies through the Edvest tree. Originally developed as a TV spot to air on PBS Kids programming, Mama Bird, her nestlings, and other whimsical woodland characters have now appeared in seasonal TV spots, radio, print and e-marketing campaigns.