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2006
PROMO!
Awards
CELEBRATING BRAND ACTIVATION EXCELLENCE
PRESIDENT’S MESSAGE
“Who’s Making Noise?” couldn’t be a more appropriate slogan for this year’s PROMO! Awards. The promotional marketing industry is
making noise with news that it continues to grow. 64% of the executives polled in the 2006 PROMO Industry Trends Report said they were
developing promotional marketing programs as part of an overall marketing strategy. This number has risen from 55% last year and 52%
the year before. These numbers reflect what those of us in CAPMA have felt for a while now – clients are increasingly turning to their
promotional marketing agencies to activate brands across multiple consumer touchpoints.
An Advertising Age article on What Sticks, a book by Rex Briggs and Greg Stuart, recently caught my attention. According to this Aug. 8
article, 37% of all advertising spending is wasted. The top one hundred national advertisers’ total U.S. ad spending in 2005 was
$101.31 billion. That’s more than $37 billion wasted right there! With this amount of money being misused and the ongoing client
requirement for cost-effective spending, the message is clear: promotional marketing agencies, with our focus on measurable and efficient
media-neutral programs, are well positioned to play an even greater role in helping our clients deliver smart programs with tangible results.
Have a look through this year’s winners and you’ll notice that the majority have combined multiple forms of marketing communication to
activate brands and deliver amazing results. We saw brands activated everywhere from the retail environment to the office, the home and
on the street.
All of this year’s winners will be entered into the Globe Awards, an event in which Canada has
Garo Keresteci
traditionally done quite well. I’m sure this year will be no exception, with Canadian promotional President
marketing holding its own on the world stage. FUSE Marketing Group
Congratulations to all of this year’s PROMO! Award winners! President
CAPMA
MESSAGE FROM THE JUDGING CO-CHAIRS
It was an honour to be a part of the 2006 PROMO! Awards! This year drew 197 entries from a cross-section of agencies and clients across Canada – CAPMA’s largest number of
entries ever! Due to the tremendous response, the judging process was split into two phases with two different judging groups. The first phase of judging took place online. In this
phase, each judge reviewed all of the entries from specific categories, scoring entries against 4 criteria: creativity, innovation, execution and results. Based on the scores from phase
one, the “best of the best” were judged again on June 8, 2006. In the second phase of judging, a group of 15 senior marketing and agency professionals gathered to determine
the Gold, Silver and Bronze winners in each of the 16 categories in addition to determining the Best of Show.
Thank you to all of the 2006 PROMO! judges and CAPMA agency volunteers and congratulations to all of the Gold, Silver and Bronze winners in addition to the Best of Show!
Andy Alderman Amey Harding
VP Marketing President
Mattel Canada Ryan Partnership
ONLINE JUDGES
Christy Teasdale Darren Mahaffy Laura MacCarthy Sebastien Rivest
The Mohan Group Gillette Ferrero Canada Cossette
Dave Kane Corrine Katz Laurence Nolevaux Scott Allison
Twist Marketing The Marketing Concept VISA Canada Marriott Hotels
Meredith Owen Grant Chapman Roberto Campagner Rosa Checchia
M Marketing Mattel Canada FUSE Marketing Parmalat
Christine Ross Blaise Ambrose Jeff Jackett Michaela Allan
Spider Marketing Publicis Pepsi – QTG Pepsi – QTG
Ally Cooper Ivar Hamilton Melise Boisvert Steve Trofimchuk
Parmalat Universal Music Frito Lay Mattel Canada
Angie Balian Jane Klein Melody MacPherson Chris DiFonzo
Coca-Cola Ltd. Capital C Coca-Cola Ltd. Takamatsu Group
Benoit Beland Janet Gilfillan Scott Ray Tiffany Carver
Blitz/Cossette Ryan Partnership Aeroplan General Mills
Ken Blakeley D’Arcy McDonald Ken Schick Stephen Crawley
OSL Marketing TD Bank Armstrong Partnership Canada Bread
Caron Watt Jillian McLaughlin Michael Shekter Trish Izzard
FUSE Marketing Unilever Molson Canada NEWAD
Cristine LaForest Josh Homewood Nathalie Noel Susan Hallsworth
Saputo Swiss Chalet Dairy Farmers of Canada OSL Marketing
Christine Parent-Inch Leanne Wall Terry Sauriol Lori Miller
Effem Foods The Mohan Group Andres Wines LavaLife
Craig Jenkins Frank Valeriani Lisa Leitch
Ryan Partnership EB Games Teneo Results
FINAL ROUND JUDGES
Brad Snyder George Gross Marty Goldberg Tom Hare
President President Partner Vice President, Marketing
Millenium G Squared Promotions OSL Pepsi – QTG
Meredith Owen John Wright Matthew Diamond Tracy Eckebrecht
Managing Partner Executive Vice President Partner Vice President
M Marketing Y&R Brand Solutions Group Capital C Swiss Chalet
Chris Brockband Kelly Elwood Michael McGovern Kathryn Handford
Vice President, Marketing Senior Vice President of Marketing Executive Vice President, Creative Director Associate Director
Sirius Satellite Radio Cookie Jar Company Proximity Canada Marketing Magazine
Craig Bond Lilian Tomovich Michel Lamarre Rick Takamatsu
Partner, Chief Creative Officer Vice President, Customer Marketing Vice President, Strategic Planner President
B-Street Mastercard Cossette Takamatsu Group
Diane Wysocki Lisa Peirson Susan Dineen
Senior Vice President, General Manager Senior Vice President Vice President
Publicis FUSE Marketing Group Arius 3D
Photos courtesy of
GOLD – BEST MULTI-DISCIPLINE CAMPAIGN
BUD LIGHT AND M&M MEAT SHOPS
SERVE UP THE BBQ OF THE SUMMER
Nothing comes more naturally to Canadians in the summer than cracking
open a cold one and throwing a juicy steak on the barbeque. Bud Light tapped
into this Canadian summer tradition by including two free coupons for M&M
6 oz. steaks in specially marked cases of Bud Light.
The nationwide campaign included an innovative radio station PR package
that contained cold six-packs and two frozen M&M steaks in a Bud Light
branded cooler bag with a hilarious “men + meat” chat sheet designed to
help radio hosts spread the word. “Mr. Bud Light” was featured on call-in
radio shows where listeners could inquire about the campaign. A locally
customized nationwide TV promotion and an interactive site on budlight.ca
helped accomplish this campaign’s incredible results.
Though common in the beer industry, in-packing had not gone beyond t-shirts
and premiums until Bud Light came along. Rather than the usual offer, Bud
Light proved their originality by aligning themselves with a great partner and
changing the market dynamic. The Bud Light M&M Steaks in Cases campaign resulted in an
unbelievably high consumer redemption rate of 81.9% and solidified Bud Light’s position as a
major competitor in the light beer market.
CREDITS
Marketer: Labatt Breweries of Canada
Product: Bud Light
Agency: Downtown Partners
Creative Director: Dan Pawych
Art Director: Daniel Vendramin
Account Director: Wade Makarus
Account Manager: Chris Lee
Copywriter: Darren Clarke
Designer: Eymard Angulo
Mac Artist: Ariel Pagliuso
DEGREE TAKES A RISK WITH
AN ACE UP ITS SLEEVE
CREDITS
Marketer: Unilever Canada
Product: Degree
Agency: Segal Communications
Vice President: Baron Manett
Vice President, Events: Kevin Wagman
Account Manager: Mark Carpenter
Account Executive: Jen Bryce
Graphic Designer: Megan Craig
BECEL MAKES HEART
HEALTH MONTH BEAT
CREDITS
Marketer: Unilever Canada
Product: Becel
Agency: Ryan Partnership Canada
Advertising Agency: O&M
Creative Director: Janet Rouss
Art Director: Roberto Sales
Interactive: Wil Lau
Account Manager: Beth Trumper
Copywriter: Bryce Thomas
GOLD – BEST SPONSORSHIP OR TIE-IN CAMPAIGN
BUDWEISER RIDES ITS TAILGATE TRAIN
STRAIGHT TO THE SUPERBOWL
To promote two of its brands, Labatt turned the city of Windsor, Ontario
into a huge Super Bowl tailgate party. A special mixed Budweiser / Bud
Light sport pack was sold in Ontario, Quebec and Prince Edward Island in
the weeks leading up to the big game. In each of these special cases
was a chance to win tickets aboard the Budweiser Super Bowl Tailgate
Train or even to the Super Bowl itself. Consumers were encouraged to
“crack open the case and listen to win” as the winning cases played a
song when the flaps were opened.
Seven hundred winners and their guests were brought to Windsor on the
Tailgate Train to watch the game in ten of Windsor’s hottest bars. Two
big-rig Budweiser trailers marked a huge Super Bowl Sunday tailgate
party in Windsor’s Dieppe Gardens and, on the Friday before the game,
Budweiser decorated the Great Hall at Union Station and hosted a charity
lunch where consumers received a ballot when they bought lunch to win
the last two tickets aboard the Tailgate Train. TV / radio spots and additional chances to
win tickets by registering on the Budweiser web site also helped create awareness and
interest in this campaign.
The featured mixed sport pack outsold all other mixed packs combined in Ontario during
the promotional period. Sales went up in all of the participating regions, especially
Windsor, which saw an increase in sales of 102%. Budweiser’s Super Bowl Tailgate Train
campaign stimulated a sensational response in young men, building and maintaining
Budweiser’s base of loyal fans.
CREDITS
Marketer: Labatt Breweries of Canada
Product: Budweiser
Agency: Downtown Partners
Creative Director: Dan Pawych
Art Director: Dan Pawych
Account Director: Kate Torrance
Account Manager: Francine Li
Copywriter: Mark Fitzgerald
Mac Artist: Darin Switzer, Ariel Pagliuso
OLAY MAKES A
PUBLIC SPLASH
CREDITS
Marketer: Procter & Gamble
Product: Olay
Agency: Ryan Partnership Canada
Advertising Agency: Saatchi & Saatchi
Event Marketing Agency: Gearwerx
PR Agency: JRMP
Creative Director: Janet Rouss
Art Director: Craig Jenkins
Managing Director: Janet Gilfillan
Account Manager: Beth Trumper
BRONZE – BEST USE OF DIRECT MARKETING
MITSUBISHI IS DRIVEN
TO THRILL
CREDITS
Marketer: Mitsubishi
Product: 2006 Mitsubishi Eclipse
Agency: Proximity Canada
Creative Director: Michael McGovern
Associate Creative Director: Curtis Wolowich
Art Director: Dave Larsen
Account Director: Vicki Orlowiz
Account Executive: Kathy Gorman
GOLD – MOST INNOVATIVE IDEA OR CONCEPT
GIVING CANADIAN POKER THE
THIRD DEGREE
In this award-winning campaign, Degree created the first-ever
televised and largest free-entry poker tournament in Canadian history.
One thousand players from eastern Canada and one thousand players
from western Canada played down to a table of five, where the winner
took home $100,000, a trip to Las Vegas, a seat at the World Series of
Poker and a chance to play a million-dollar hand. The tournament was
given a unique look that steered clear of the regular Vegas style and
focused on showcasing the Degree brand. Commercials,
degreepoker.com and a Degree Poker Texas Hold’em CD-ROM in
Degree bundle packs at Wal-Mart and Costco were among the many
creative aspects driving this campaign.
With over one million viewers, about 44,000 entries and 100,000
unique visitors to the web site, the Degree Poker Championship earned
the title of “most popular poker television program” in Canadian
history. Segal’s innovative strategy re-energized Degree, transforming it into the fastest
growing brand in men’s deodorant / antiperspirant with an impressive 36% increase in
sales. The Degree Poker Championship was such a hit that Degree has decided to make
it an annual event.
CREDITS
Marketer: Unilever Canada
Product: Degree
Agency: Segal Communications
Vice President: Baron Manett
Vice President, Events: Kevin Wagman
Account Manager: Mark Carpenter
Account Executive: Jen Bryce
Graphic Designer: Megan Craig
WINEOLOGY HAS
CUSTOMERS BUYING
OVER & OVER AGAIN
CREDITS
Marketer: E&J Gallo
Product: Ernest & Julio Gallo Turning Leaf Wines
Agency: Proximity Canada
Creative Director: Michael McGovern
Associate Creative Director: Curtis Wolowich
Art Director: Dave Larsen
Copywriter: Lisa Charlebois
BEER & BEEF FOR
BUD LIGHT
CREDITS
Marketer: Labatt Breweries of Canada
Product: Bud Light
Agency: Downtown Partners
Creative Director: Dan Pawych
Art Director: Daniel Vendramin
Account Director: Wade Makarus
Account Manager: Chris Lee
Copywriter: Darren Clarke
Designer: Eymard Angulo
Mac Artist: Ariel Pagliuso
GOLD – BEST USE OF INTERACTIVE MEDIA
THERMASILK GIRLS GET HOT
FOR VIRTUAL HUNKS
What teenage girl wouldn’t want to be able to mold the man of her dreams down to his underwear, shoes, facial hair, and even hair style? Most
would jump at the chance and that is exactly what they did when Thermasilk gave them the opportunity with their interactive “Hit on My Hot Guy and
Win” web site. Girls could log on, create their virtual hottie and e-mail him to all their best friends complete with a pick-up line. Every friend the hottie
was sent to got the sender another entry in a weekly draw for prizes like ceramic hair straighteners, iPods and gift certificates to HMV and Aldo. Girls
were asked to register their information and in return they received a free ringtone from MuchMusic. There was also a Q&A section where girls could
ask “Dear Hot Styler” their hair-care questions.
Within five weeks of its launch, the site received
126,000 unique visitors with an average visit time
of 40 minutes. 16.4% of the site’s visitors entered
the contest, 31,347 opted for future communication,
121,236 used the viral send-to-a-friend
component and 50% of the consumers aware of
the site participated with it. These impressive
results show how crazy teenage girls went for Thermasilk’s Hit on
My Hot Guy and Win campaign.
CREDITS
Marketer: Unilever Canada
Product: Thermasilk
Agency: Capital C
Advertising Agency: PHD Canada – Suresh Krishna
Creative Director: Jane Klein
Digital Creative Director: Michael Koly
Digital Director: John Datseris
Digital Art Director: Ryan Walton
Account Director: Susan James
Account Supervisor: Sheri Allain
Account Manager: Julia Kwiencinski
Digital Account Manager: Danica Bastidas
DORITOS AND PEPSI
THROW AN EXCLUSIVE
X-BOX PARTY
CREDITS
Marketer: Pepsi-QTG Canada and Frito Lay
Product: Pepsi and Doritos
Agency: iC Group
Interactive Creative Director: Nevil Stephens
Executive Vice President: Duncan McCready
Account Director: Ian Barnett
Account Supervisor: Nick Hajicosti
Interactive Account Manager: Brent Walker, Anthony Aguiar
Interactive Designer: Rodrigo Riedel, Ronnie Francisco, Cat Horbatiuk
SUPPORT OUR SPONSORS AS THEY SUPPORT US
Puretracks Marketing Magazine
Resolve
Daniel Ewing Carol Eby
Bob McAleese
416 367-4343 416 764-1569
robert.mcaleese@resolvecorporation.com
Acuity Innovative Solutions promo@puretracks.com carol.eby@marketingmag.rogers.com
Ron Morgan http://corporate.puretracks.com www.marketingmag.ca
905 731-9765
rmorgan@acuityis.ca
www.acuityis.ca Heineken
Tom Vella
tvella@heineken-canada.com
SCA Promotions
Christine Bennett or Jackie Walker
888 860-3752
Vincor christine.bennett@scapromo.com
Randy Dufour jackie.walker@scapromo.com
randy.dufour@vincor.ca
GOLD – MOST EFFECTIVE LONG TERM PROMOTION
MARKETING CAMPAIGN
“HARVEST OF HOPE” WARMS
CONSUMERS’ HEARTS
More and more brands are partnering with charities to give back to
communities. At the same time, brands can generate awareness and an
aura of goodwill through these partnerships. Because of this strategy’s
popularity, it has become increasingly difficult to market these partnerships
in unique and meaningful ways. Country Harvest’s partnership with the
Canadian Breast Cancer Foundation stands out because the charity
perfectly complements the brand.
The brand’s target demographic is the health-conscious woman, a
consumer who would notice the pink breast cancer ribbon anywhere.
During the promotion, Country Harvest packaging featured the pink ribbon
and engaging displays were set up in store. When given a choice of brands,
consumers are drawn to the ones that are accompanied by messages that
resonate with them. With 0.1% of every sale going to breast cancer
research, Country Harvest became the obvious right choice. The Country
Harvest “Harvest of Hope” has successfully driven sales while making donations to the CBCF
for the last three years and plans to continue for many years to come.
CREDITS
Marketer: Weston Bakeries
Product: Country Harvest
Agency: B STREET Communications Inc.
Creative Director: Craig Bond
Art Director: Eric Ramirez
Account Director: Jan Ferguson
Senior Account Executive: Christi-Lee Franceschini
Copywriter: Dean Black
Design Team: Irene Pawlicki, Tim Prentice
VISA “WIN WHAT YOU BUY” KEEPS
CARDHOLDERS INTERESTED
CREDITS
Marketer: Visa Canada
Product: VISA Card
Agency: M Marketing
Advertising Agency: Leo Burnett
Interactive Agency: ARC Worldwide
Creative Director: Mario Ricci
Account Director: Shelley Rummo
Account Manager: Sarah Uy
BREAKFAST IS SERVED!
CREDITS
Marketer: Pepsi QTG Canada
Product: Quaker & Tropicana products
Agency: OSL Marketing
Advertising Agency: Downtown Partners
Interactive Agency: OSL Interactive
Creative Director: Shawn Hall
Account Director: Ken Blakeley
Account Manager: Sandra Kennedy, Bob DeZeeuw
Account Team: Pat Marzola, Trevor Nash, Dee Thompson
GOLD – BEST ACTIVITY GENERATING BRAND AWARENESS AND TRIAL
EVERY XBOX 360 RETAILER SOLD OUT
WITHIN 24 HOURS OF LAUNCH
You know an agency has done a great job when the product it’s
promoting sells out nationally on its first day on the market. The Xbox
360 campaign generated so much hype you would have had to be
completely out of the loop not to hear about it. Besides selling out in 24
hours, the campaign created more awareness of the product in Canada
than in the U.S. and Xbox 360 became the signature must-have item of
the 2005 holiday season.
This integrated campaign covered a lot of ground. Pre-launch
gaming venues were set up at highly exclusive and seriously
underground venues in Montreal, Toronto and Vancouver. At these
secret console locations gamers could try out the Xbox 360 before its
release and invites were distributed for the Xbox 360 Launch Party. The
event was held at the Guvernment nightclub in Toronto and
featured fifty Xbox 360 game consoles plus capoeira dancers,
extreme rope jumpers, a musical performance by OK GO! and a Future Shop
outlet where consumers could be the first to buy the product. MuchMusic
sponsored the event and advertised it on TV along with the affiliated microsite.
Postings in downtown cores and a touring pro Game Squad helped raise
awareness for the brand on the street.
The PR was so effective that on launch day CTV, CBC and Global covered Xbox stories in
their daily news. The phenomenal results prove that the Xbox 360 launch was Canada’s
entertainment launch of the year.
CREDITS
Marketer: Microsoft Canada
Product: Xbox 360
Agency: Capital C
Advertising & Digital: MacLaren McCann
Event Planning & Management: Capital C Vibe
PR: High Road Communications
BUD LIGHT BBQ
GETS ATTENTION
CREDITS
Marketer: Labatt Breweries of Canada
Product: Bud Light
Agency: Downtown Partners
Creative Director: Dan Pawych
Art Director: Daniel Vendramin
Account Director: Wade Makarus
Account Manager: Chris Lee
Copywriter: Darren Clarke
Designer: Eymard Angulo
Mac Artist: Ariel Pagliuso
GARNIER GREEN ROOM
GAINS AWARENESS
CREDITS
Marketer: Garnier Canada
Product: Garnier personal care products
Agency: Big Image
President: Brian Curtis
Art Director: Laura Cargill
Vice President: Kate Williams
Account Director: Amanda Belvedere
GOLD – BEST ACTIVITY GENERATING BRAND VOLUME
STEAKS IN CASES PUTS BUD LIGHT
ON THE MAP
Trying to make a brand stand out from the competition is an especially
difficult task when it comes to beer. Because beer is one of the most
heavily activated categories in the world, brands have to be unique,
inventive and innovative with their marketing campaigns if they want
to stay ahead of the game.
Labatt’s Bud Light is the most popular light beer in the world because
of its quality. In Canada, Coors Light is a direct competitor to Bud Light
with 15 years of heavy advertising behind it, while Bud Light has only
been a priority in the Labatt roster for five years. Labatt believes that if
consumers try Bud Light they will know why it is the number one light
beer in the world and may decide to make it their brand of choice. But
how to get consumers buying Bud Light instead of Coors Light in a
brand new fashion?
Downtown Partners created a brilliant partnership with M&M Meat Shops that put a
coupon for two free steaks into every case of Bud Light. Beer and barbequing in the
summer is a Canadian staple and Bud Light benefited greatly. With an overall redemption
rate of 81.9% and significantly increased volume in every region, the Bud Light Steaks
in Cases trial was one of the most successful programs Labatt has ever done.
CREDITS
Marketer: Labatt Breweries of Canada
Product: Bud Light
Agency: Downtown Partners
Creative Director: Dan Pawych
Art Director: Daniel Vendramin
Account Director: Wade Makarus
Account Manager: Chris Lee
Copywriter: Darren Clarke
Designer: Eymard Angulo
Mac Artist: Ariel Pagliuso
MOLSON EX
MARKS THE SPOT
CREDITS
Marketer: Molson Canada
Product: Molson Ex & Ex Light
Agency: Cossette Communication Group –
Blitz Direct Data & Promotion
Creative Director: Patrick Beauduin
Art Director: Jean-Marie Bédard
Director: Yves-Christian Fournier
Photo Director: Pierre Gill
Account Director: Nadja Décarie
Agency Producer: Johanne Pelland
Production: Jet Films
Copywriter: Sébastien Rivest, Martin Côté
Infographic: Denis Lemieux, Éric Lefebvre
THOUSANDS ENTER DEGREE
POKER CHAMPIONSHIP
CREDITS
Marketer: Unilever Canada
Product: Degree
Agency: Segal Communications
Vice President: Baron Manett
Vice President, Events: Kevin Wagman
Account Manager: Mark Carpenter
Account Executive: Jen Bryce
Graphic Designer: Megan Craig
GOLD – BEST ACTIVITY GENERATING BRAND LOYALTY
DOVE LETS NATURAL
BEAUTY REIGN
Not every brand has the ability to change consumers’
perceptions and behaviour, and even fewer have
successfully made a social statement with so much
impact that it becomes a full-fledged movement.
Dove did both when they brought real beauty back via
outdoor billboards. In a media overload of unattainable,
unhealthy beauty ideals, the Dove campaign shone
through and touched women, empowering healthy
female bodies of every shape, size and form. A great
philosopher once said, “Beauty has absolutely no
purpose, but no society could function without it.”
Tapping into a healthy idea of beauty allowed women
a moment’s relief from the heavy societal pressure to
be thinner, taller, younger, etc. The Dove Campaign for
Real Beauty gave women a moment to breathe.
The Real Beauty calendar featured twelve months of unabashed real
beauties that consumers could put up in their houses for inspiration and
organization, all the while reminding the consumer of Dove. The
calendar was given out at participating retailers with any Dove
purchase. No woman would refuse a bit of self-esteem if it was offered
with her soap and no woman would go back to an esteem-less brand
once she tried Dove. In the end, this promotion saw an 8% increase
over its number one sales objective.
CREDITS
Marketer: Unilever Canada
Product: Dove
Agency: Capital C
Quebec Agency: P2P Proximite Marketing
Creative Director: Jane Klein
Art Director: Caroline Brown
Account Director: Susan James
Account Manager: Joy McCarthy
LUXURY JOG WITH
NIKE RUNNER’S LOUNGE
CREDITS
Marketer: Nike
Product: Nike products
Agency: Inventa
BRONZE – BEST BUSINESS-TO-BUSINESS
CAMPAIGN
AN AD-VENTURE IN
WORKPLACE MAKEOVERS
CREDITS
Marketer: Canada Post
Product: VentureOne
Agency: Cossette Communication Group – Blitz Direct Data & Promotion
Creative Director: Thomas Nelligan
Art Director: Martin Baron
Interactive: Éric Poirier
Media Strategy: Zenith Optimedia
Agency Producer: Lyne Leclair
Clientele Service: Laurence Ohayon, Isabelle Audette
Infographic: Stéphane Crépeau
Interactive Animation: Martin Bouchard
Production: Marko Audio
PURETRACKS AD
TO COME
ACUITY AD
TO COME
GOLD – BEST RETAIL ACCOUNT-SPECIFIC OR
CHANNEL MARKETING ACTIVITY
HERSHEY WINS THE WAR IN STORE
The confectionary business is highly competitive and brands vie for attention in store
where most consumers impulsively make their candy purchases. In an environment
primarily populated with temporary displays, Hershey sought to have permanent
displays installed in Mac’s
convenience stores to draw more
attention to their products, namely
Twizzlers, Jolly Rancher and
Reese. But first, Hershey had to
prove that the permanent displays
would increase sales for Mac’s. So
Hershey created the FEED YOUR
GAME program, including a
contest where the winner would
receive the ultimate gaming
experience, complete with an Xbox, a Panasonic
entertainment system and a Pyramat Sound
Lounger, essentially setting up the consumer with
the perfect candy-eating opportunity.
Large trial displays in store featured the FEED YOUR GAME theme and contest, catching consumers’
eyes as soon as they entered the store.
A phenomenal 61% increase in sales resulted from the promotion and Mac’s was convinced that
permanent displays would benefit them. Mac’s now has larger, permanent display racks for Hershey
products in every one of their stores.
CREDITS
Marketer: Hershey Canada
Product: Twizzlers, Jolly Rancher and Reese
Agency: Millenium Inc.
Creative Director: Mike Montuori
Account Manager: Tammy Blake, Bert Blake, Brad Snyder
BARBIE BOUTIQUE
BEATS OUT BRATZ
CREDITS
Marketer: Mattel Canada
Product: Barbie
Agency: Ryan Partnership Canada
Advertising Agency: Ogilvy & Mather
Creative Director: Janet Rouss
Art Director: Venessa Dempsey
Account Director: Alicia Bruyea
Merchandising: Mosaic Retail Services
Custom Displays: Geron Assoc.
CANADA POST REMEMBERS
BIRTHDAYS FOR YOU
CREDITS
Marketer: Canada Post Corporation
Product: Canada Post products and shipping solutions
Agency: Capital C
Creative Director: Jane Canapini
Art Director: Steve Gauder, Laura Thompson
Account Director: Maria Couto, Tracy Chin-Sam
Account Supervisor: Mike Walshe
Account Manager: Jodi Gibbs
Copywriter: Amy Charlton
Design and Production: Ben Bart
Studio Manager: Kirk Parker
BRONZE – BEST DEALER OR SALES FORCE ACTIVITY
BELL EXPRESSVU GETS
RETAILERS SELLING
CREDITS
Marketer: Bell
Product: Bell ExpressVu
Agency: Capital C
Creative Director: Jane Klein, Kim Speed
Art Director: Lauren Stephens, Mike Snjaric
Account Director: Maria Couto
Account Supervisor: Mike Walshe
Studio Manager: Kirk Parker
Production Manager: Nadia Faccin
Copywriter: Milan Sukunda
Design & Production: Ben Bart, Glen Albrastine, Massimo Sabadin, John Forbes
GOLD – BEST BRAND-BUILDING CAMPAIGN
PONTIAC GALA
GIVEAWAY
To revamp a brand’s whole image from scratch is quite a
project. Pontiac did it in just eighteen months. To get the
attention of a new demographic, the brand had to come up with
a non-traditional ad campaign. The idea was to create a major
promotional stunt to get people paying attention to the new
Pontiac image.
A contest was created in which twenty-five winners would get a
brand new Pontiac. 1.3 million promo bags were dropped on the
doorsteps of competitive car owners. Inside each bag was a
graphic decoder with instructions to place it against a TV screen
at a specific moment during the L’ADISQ awards (Quebec’s
answer to the Juno’s) to find out if that decoder was a winner.
The results were impressive with 65% of the awards show
viewers knowing about the promotion. More than a quarter of
the people polled discussed the contest with friends, family and colleagues,
generating great word-of-mouth advertising. The promotion raised scores
significantly in brand reputation, intentions to visit a Pontiac dealer within six
months and purchase intentions. These notable results helped to build brand
awareness and support the revamp of Pontiac’s new portfolio.
CREDITS
Marketer: General Motors of Canada
Product: Pontiac
Agency: Cossette Communication Group – Blitz Direct Data & Promotion
Creative Director: Yves Gagné
Art Director: Martin Baron
Director: Philippe Hémono
Interactive: Katherine Melançon, Denis Duran, Tanya Fugulin, Mélany Arsenault,
Jean-François Rousseau
Account Executive: Nathalie Robillard, Isabelle Adam, Jenny Chiasson, Mary-Kaye Lee
Media Strategy: Robert Booth, Ngoc Mai Duong
Infographic Promotion: Claude Lemieux, Daniel Cartier, Bernard Lachance
Project Coordinator: Isabelle Lévesque
DEGREE POKER
AGREES WITH
CONSUMERS
CREDITS
Marketer: Unilever Canada
Product: Degree
Agency: Segal Communications
Vice President: Baron Manett
Vice President, Events: Kevin Wagman
Account Manager: Mark Carpenter
Account Executive: Jen Bryce
Graphic Designer: Megan Craig
BECEL BRAND BUILDS
CREDITS
Marketer: Unilever Canada
Product: Becel
Agency: Ryan Partnership Canada
Advertising Agency: O&M
Creative Director: Janet Rouss
Art Director: Roberto Sales
Interactive: Wil Lau
Account Manager: Beth Trumper
Copywriter: Bryce Thomas
GOLD – BEST CAUSE OR CHARITY MARKETING CAMPAIGN
“WHY BEGIN?” INDEED
When Montreal’s Public Health Department decided they wanted to do
an awareness campaign aimed at stopping street kids from doing
injection drugs, their agency, LXB, knew they would be faced with
some challenges. First of all, “street kids” vary in age, background,
education, etc. and cannot be easily categorized. Secondly,
conventional media is powerless against “street kids” because they
don’t interact with conventional marketing environments. Lastly, it was
important not to create or feed the rejection of street kids by the rest
of the population.
Despite these obstacles, a very effective campaign came to fruition.
Street kids were made aware right where they live. Posters were put
up in 99¢ pizza shops, hotels that prostitutes frequent, underground
bars and other locations frequented by street kids. Chocolate bars,
chewing gum, lighters, water bottles and calling cards that carried the
anti-injection drug message were handed out by street workers from various
neighbourhood shelters. Poster blitzes occurred at night in key park areas, covering
them with the message. Twelve fake crime scenes were cordoned off with tape that said
“Overdose” on it. These crime scenes encouraged street kids to interact with street
workers and learn more about needles and addiction.
88% of the young people questioned said that the posters made them think twice about
injection drugs, which is a big step towards safer streets and healthier kids in Montreal.
CREDITS
Marketer: Montreal’s Public Health Department
(Direction de santé publique de Montréal)
Product: Injection-drug prevention
Agency: LXB Communication Marketing
Event Marketing Agency: NEWAD – Amélie Desaulniers, Sophie Delisle
Creative Director: Pier Lalonde
Art Director: Martin Dessureaux
Media Director: Yves Michel
Vice President, Planning and Research: André Bouchard
Account Director: Marie-Ève Côté-Pallascio
BREAST CANCER CARE
TOWARDS A CURE
CREDITS
Marketer: Canadian Breast Cancer Foundation (BC/Yukon chapter)
Product: Encouragement of regular mammograms
Agency: Blitz Direct Data and Promotion
Art Director: David de Haas
Account Manager: Jan Fricker
Account Executive: Derek McCallum
Copywriter: Mary Jo Dionne
CANADIAN TIRE RED BALL
BOUNCES ALL THE WAY
TO THE BANK
CREDITS
Marketer: Canadian Tire
Product: Sports for kids in financial need
Agency: FUSE Marketing Group
Vice President, Creative Director: John Rocca
Art Director: Roberto Campagner
Group Account Director: Merle Bessner
Studio Director: Bill Cowie
Copywriter: Karl Nilsen
Digital Artist: Johnlee Raine
GOLD – BEST EVENT MARKETING CAMPAIGN
NIKE RUNS
TORONTO
Nike’s award-winning RUNTO event combined physical
activity, competition, community and recreation. The event
was a 10k run that took place on scenic Toronto Island in the
summer of 2005. Advertising for the event challenged
Torontonians to find out “who runs this town.” Healthy
competition between running neighbourhoods throughout the
city generated hype and word-of-mouth advertising from one
end of the city to the next. Eye-catching orange was the
signature colour for the event, displayed on all of the print
advertising and the mandatory t-shirts that runners wore
during the event. Almost ten thousand runners made their
way around the island in the Nike t-shirts, creating a sea of
orange that was quite a sight. It even attracted photographers
and cameramen in helicopters trying to get footage of the
spectacle. A waffle brunch, beer tent, barbeque, hot tubs, showers and
massage therapists were scattered around for the runners. A “Who Rocks This
Town?” battle of the bands had live music playing all along the route and kept
runners pumped. VIP treatment, given to anyone wearing Nike SHOX running
shoes, included a private lounge with refreshments and a massage. The
starting gun was fired at 2:45pm to pay tribute to the Nike SHOX 2:45 running
shoe, which was named after the ideal marathon time of 2:45.
9,782 Torontonians had the time of their lives at RUNTO and Nike was happy
to give it to them. The incredible branding of this huge event made it,
undoubtedly, the best event marketing campaign of 2005.
CREDITS
Marketer: Nike
Product: Nike SHOX 2:45
Agency: TrojanOne
Interactive Agency: Henderson Bas
Creative Director: Rod Young
Art Director: Jake Walton, Nick Zubacs
Account Manager: Imran Choudhry
XBOX 360 HOLDS THE
EVENT AND THE
MUST-HAVE ITEM OF
THE SEASON
CREDITS
Marketer: Microsoft Canada
Product: Xbox 360
Agency: Capital C
Event Planning and Management: Capital C Vibe
PR: High Road Communications
Advertising and Digital: MacLaren McCann
Event Logistics: CIM
SAN FRANCISCANS
MIGRATE NORTH
CREDITS
Marketer: Tourism BC
Product: BC Tourism
Agency: Blitz Direct Data and Promotion
Interactive Agency: Fjord Interactive Marketing and Technology
Art Director: Aron Kerwer
Account Director: Jan Fricker
Account Supervisor: Josh Murray
Account Executive: Derek McCallum
Copywriter: Kerrie Couttie
BRONZE – BEST SMALL BUDGET CAMPAIGN
KERNELS POPCORN HAS
PEGASUS FLYING HIGH
CREDITS
Marketer: Mattel Canada
Product: Barbie and the Magic of Pegasus
Agency: Ryan Partnership Canada
Creative Director: Janet Rouss
Art Director: Vanessa Dempsey
Account Director: Alicia Bruyea
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BEST OF SHOW
GIVING CANADIAN POKER THE
THIRD DEGREE
In this award-winning campaign, Degree created
the first-ever televised and largest free-entry
poker tournament in Canadian history. One
thousand players from eastern Canada and one
thousand players from western Canada played
down to a table of five, where the winner took
home $100,000, a trip to Las Vegas, a seat at
the World Series of Poker and a chance to play a
million-dollar hand. The tournament was given a
unique look that steered clear of the regular
Vegas style and focused on showcasing the
Degree brand. Commercials, degreepoker.com
and a Degree Poker Texas Hold’em CD-ROM in
Degree bundle packs at Wal-Mart and Costco
were among the many creative aspects driving this campaign.
With over one million viewers, about 44,000 entries and 100,000
unique visitors to the web site the Degree Poker Championship
earned the title of “most popular poker television program” in
Canadian history. Segal’s innovative strategy re-energized
Degree, transforming it into the fastest growing brand in men’s
deodorant / antiperspirant with an impressive 36% increase in
sales. The Degree Poker Championship was such a hit that
Degree has decided to make it an annual event.
CREDITS
Marketer: Unilever Canada
Product: Degree
Agency: Segal Communications
Vice President: Baron Manett
Vice President, Events: Kevin Wagman
Account Manager: Mark Carpenter
Account Executive: Jen Bryce
Graphic Designer: Megan Craig
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Toronto, ON M3B 1Z4 Toronto, ON M8Z 1N7 Toronto, ON, M3B 1Z3 Unionville, ON L3R 2G6 Toronto, ON M4P 3C2
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McLaren Marketing Inc. Bedrock Strategic Marketing Group Proximity Canada FUSE Marketing Group Inc. TrojanOne
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Toronto, ON M6K 3B5 77 John Street, Suite 4 Toronto, ON M4W 3R6 Toronto, ON M5V 1S5 Toronto, ON M4W 3T4
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www.chillonline.ca
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B Street Communications Inc. Cundari Group Takamatsu Group Inc.
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Toronto, ON M4S 3C3 5225 Satellite Drive Toronto, ON M5V 2B9 Toronto, ON M9C 4Z5
www.b-street.com Mississauga, ON L4W 5P9 www.cundari.com www.takamatsu.com
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