Elasticity's Louisville office signs first client here, rolls out comical marketing campaign

The new Louisville office of Elasticity, a St. Louis-based digital marketing and communications firm, has signed Red e Productions LLC as its first client here.

Jason Falls, who opened the Louisville branch of Elasticity in September, said he will help develop Red e App's content marketing and public relations strategies.

Red e Productions has developed Red e App, an internal communications platform for companies to communicate with employees.

Falls said he wanted a "conversation starter" to kick off Red e App's new public relations campaign with Elasticity, a comical campaign that promotes Red e App CEO Jonathan Erwin's candidacy for U.S. Secretary of Labor. There's even a campaign website, redeapp.com/votejonathan, where the goal to "undisenfranchise" the work force is explained.

"The problem with the U.S. economy is that front-line and hourly wage earners have been ignored and disenfranchised by companies looking for higher margins and firmer putting greens," the website reads. "Jonathan Erwin intends to change that."

Considering that the Secretary of Labor is an unelected position and "undisenfranchise" isn't a word, as pointed out in the Elasticity news release, Falls said the campaign is meant to call attention to how Red e App engages employees. The app connects front-line, hourly and non-desk employees to their company when they might not have a corporate email address or other way to communicate.

(A few years ago, Elasticity did a similar humorous campaign for H&R Block, when it partnered with the American Mustache Institute to petition congress for a $250 annual tax refund for those with facial hair.)

Rachel Aretakis covers innovation and technology, and she coordinates Louisville Business First's social media.