TAXI DELIVERS KNOCKOUT PUNCH - Strategy

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Solo Mobile hearts Rethink Communications. Congratulations on your nomination for Agency of the Year LOVE, SOLO MOBILE Current as of November 7, 2008. Some conditions apply. Ask Devorah, Kristin, Bernadette and Pamela for details. Solo and Solo Mobile design are trademarks of Bell Mobility Inc.
OGILVY & MATHER • MAXWELL HOUSE HONEYCOMB aoy fi nalist Our judges couldn’t get enough of last year’s Silver winner, Toronto-based Ogilvy & Mather. Zulu Alpha Kilo founder and president Zak Mroueh called the faux Diamond Shreddies relaunch campaign “simply a brilliant, textbook marketing idea,” while Dory Advertising CD Donna McCarthy said Dove’s Pro-Age work was “just so good.” Kraft wanted to tout its new 100% Arabica formulation, grow volume – a daunting goal as the price of coffee beans was going through the roof – and engage consumers in a meaningful dialogue. Ogilvy brought to life a new North American platform, “Brew some good,” in the local market, kicking things off with a $100,000 donation to Habitat for Humanity. On “On the House Day,” startled commuters got free coffee, subway tokens and performances from Chantal Kreviazuk and Pascale Picard. Free copies of Maclean’s featured the fi rst-ever print ad on the popular “good news/bad news” page. Rather than spend the $200,000 TV budget on an ad, Ogilvy used $19,000 for a bare-bones production and asked consumers where to spend the rest by nominating groups on brewsomegood.ca. While online, people could subscribe to an RSS feed to receive some good news each morning. Every piece of communication was harmonized with the redesigned can, created in collaboration with the agency. Results were strong, with 1,848 nominations in the fi rst three months. Share increased in April, May and June, despite a price increase right before launch. Web visits tracked 20% to 50% above the anticipated range, and PR resulted in over a million audience impressions and 203 stories – including 66 television news segments. The “Regent Park” spot (showcasing one of the chosen charities) was a fi nalist at Cannes. Last year Kraft Canada launched Ogilvy’s “The boy raised by bees” campaign for Honeycomb with outstanding results. So when they faced pressure to harmonize with a U.S. campaign, they responded by pitching an evolution of the Beeboy for the American market. The U.S. division wasn’t convinced at fi rst that the Canadian work fi t its target. So Ogilvy pushed the storyline forward, moving from the discovery of the Beeboy to his adventures in the world. With more online activity and more opportunity to show a quirky personality, the campaign was better aligned with the American brand character. TV drove to beeboy.org, which was packed with original content and layered with a three-level game, new videos with higher production values and more sophisticated storylines the tween target could see themselves in. YTV promotions online also drove to the site. Beeboy and Honeycomb are a big hit with Canadian kids, and the U.S. recently picked up the campaign and changed the packaging. Based on IP addresses, kids are viewing beeboy.org from school and sharing viral videos with their friends. Beeboy ads were uploaded to YouTube, YTV generated eight million impressions and Canada will continue to lead on future creative work.
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TAXI DELIVERS KNOCKOUT PUNCH + more
Page 3 and 4: 67 November 2008 • volume 20, iss
Page 5 and 6: in this issue custom publishing spo
Page 7 and 8: ENERGIZER HOPS ONTO FACEBOOK If you
Page 9 and 10: THE 2009 NABS SWIMSUIT CALENDAR IS
Page 11 and 12: This Canadian-driven campaign has b
Page 13 and 14: With minimalist copy that read: “
Page 15 and 16: Flip over the attached card for a s
Page 17: sponsored supplement custom publish
Page 20 and 21: custom publishing Minding content,
Page 22 and 23: custom publishing However, beyond a
Page 24 and 25: Cruel Intentions Lucky Numbers GET
Page 26 and 27: aoy gold TAXI KNOCKOUT Looking at T
Page 28 and 29: aoy TAXI • THE 15 15 BELOW PROJEC
Page 30 and 31: aoy gold TAXI • BOMBARDIER 30 Bom
Page 32 and 33: aoy gold TAXI • PALADIN LABS 32 S
Page 34 and 35: WE’LL NEVER FORGET WHAT JOHN ST.
Page 36 and 37: aoy silver DIET 7-UP • BBDO • P
Page 38 and 39: aoy silver On the list of charities
Page 40 and 41: LEXUS IS F. The IS F goes where Lex
Page 42 and 43: STIMULANT. Our new campaign for Sti
Page 44 and 45: To discuss how BBDO creativity can
Page 46 and 47: aoy bronze Research showed that whi
Page 48 and 49: aoy bronze DDB • SUN-RYPE Sun-Ryp
Page 50 and 51: aoy honourable mention MICHELINA'S
Page 52 and 53: aoy fi nalist ESKA • ZIG • MOLS
Page 56 and 57: aoy fi nalist OGILVY & MATHER • D
Page 58 and 59: aoy shortlist gallery A B C 58 D ww
Page 60 and 61: aoy process & scores THE PROCESS As
Page 62 and 63: aoy judges STRATEGIC PANEL Rob Assi
Page 64 and 65: aoy hall of fame 1990 Gold: McKim A
Page 67 and 68: TH!NK B!G B!GAWARDSB!GIDEASB!GIMPAC
Page 69 and 70: Ogilvy’s standing ovation Unileve
Page 71 and 72: Taxi’s mobile workout Koodo Mobil
Page 73: Juniper Park’s prescription Frito
Page 76 and 77: media aoy media director of the yea
Page 79: media aoy gold • Starcom MediaVes
Page 82 and 83: media aoy gold Johnnie Walker 82 Wh
Page 84 and 85: media aoy silver • Mediaedge:cia
Page 86 and 87: media aoy silver Sears Canada Molso
Page 88 and 89: media aoy bronze • PHD Blazing tr
Page 90 and 91: media aoy bronze Quebec Foundation
Page 92 and 93: media aoy judges Strategic panel Su
Page 94 and 95: Congratulations from your friends a
Page 96 and 97: the entrepreneur & the academic BY
Page 98 and 99: ack page. Taxi ECD Steve Mykolyn sp
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