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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
CAPMA MEMBER LIST
 Accumark Communications Inc.      The Mohan Group                     Black Rock Marketing Group        Ryan Partnership Canada             Marketing Drive Worldwide
 David Sharpe                      Patrick Mohan                       Timothy Fallis                    Amey Harding                        Kim Allen
 416 446-7769 x231                 416 255-2500                        416 385-1494 x236                 905 752-8338                        416 483-3034 x480
 240 Duncan Mill Road, Suite 101   866 The Queensway, Suite 200        101 Duncan Mill Road, Suite 106   139 Main Street, Suite 204          245 Eglinton Avenue E., Suite 300
 Toronto, ON M3B 1Z4               Toronto, ON M8Z 1N7                 Toronto, ON, M3B 1Z3              Unionville, ON L3R 2G6              Toronto, ON M4P 3C2
 www.accumark.ca                   www.mohangroup.com                  www.blackrockmarketing.com        www.ryancanada.com                  www.marketingdrive.com

 McLaren Marketing Inc.            Bedrock Strategic Marketing Group   Proximity Canada                  FUSE Marketing Group Inc.           TrojanOne
 Duncan McLaren                    Inc. / CHILL Media Inc.             Brent Farrell                     Garo Keresteci                      Mark Harrison
 416 530-8111 x26                  Scott Stevenson                     416 972-5667                      416 216-2921                        416 920-5191
 2 Wilson Park Road, #1            416 847-0909 x288                   2 Bloor Street W., 29th Floor     379 Adelaide Street W., 4th Floor   33 Bloor Street E., Suite 807
 Toronto, ON M6K 3B5               77 John Street, Suite 4             Toronto, ON M4W 3R6               Toronto, ON M5V 1S5                 Toronto, ON M4W 3T4
 www.mclarenmarketing.com          Oakville, ON L6K 3W3                www.proximity.ca                  www.fusemarketinggroup.com          www.trojanone.com
                                   www.chillonline.ca
 Armstrong Partnership Ltd.                                            Capital C                         Spider Marketing Solutions          The Marketing Store
 Mike Armstrong                    NEWAD                               Matthew Diamond                   Rico DiGiovanni                     John Hilbrich
 416 444-3050 x229                 Trish Izzard                        416 777-1124 x222                 416 581-8000 x403                   416 583-3960
 23 Prince Andrew Place            416 361-3393 x234                   204 King Street E.                379 Adelaide Street W., 1st Floor   1209 King Street W., Suite 100
 Toronto, ON M3C 2H2               366 Adelaide Street E., Suite 411   Toronto, ON M5A 1J7               Toronto, ON M5V 1S5                 Toronto, ON M6K 1G2
 www.armstrongpartnership.com      Toronto, ON M5A 3X9                 www.capitalc.net                  www.spidermarketingsolutions.com    www.tmsw.com
                                   www.newad.com
 Millenium, Inc.                                                       Publicis Dialog                   M Marketing Inc.                    Twist Marketing Inc.
 Brad Snyder                       Big Image                           Diane Wysocki                     Meredith Owen                       David Kane
 905 465-3900 x235                 Brian Curtis                        416 925-5260 x4220                416 359-8905                        905 737-0911 x22
 785 Pacific Road, Unit 8          416 703-3339                        111 Queen Street E., Suite 200    49 Ontario Street, Suite 301        26 Benson Avenue, Suite 202
 Oakville, ON L6L 6M3              25 Sheppard Avenue W., Suite 1200   Toronto, ON M5C 1S2               Toronto, ON M5A 2V1                 Richmond Hill, ON L4C 4E6
 www.millinc.com                   Toronto, ON M2N 6S6                 www.publicis.ca                   www.mmarketinginc.com               www.twistmark.com
                                   www.bigimage.com
 B Street Communications Inc.                                          Cundari Group                     Takamatsu Group Inc.
 David Ploughman                   OSL Marketing                       Don Gilroy                        Rick Takamatsu
 416 322-9661 x222                 Mike Duncan                         416 510-1771                      416 239-5999 x25
 40 Holly Street, Suite 700        905 219-6600 x3231                  26 Duncan Street                  1 Eva Road, Suite 107
 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
                                   www.oslmarketing.com

				
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