TAXI DELIVERS KNOCKOUT PUNCH - Strategy
TAXI DELIVERS KNOCKOUT PUNCH - Strategy TAXI DELIVERS KNOCKOUT PUNCH - Strategy
aoy fi nalist OGILVY & MATHER • DOVE The idea that beauty has no age limit was central to the launch of the Pro-Age line of products for mature women. Ogilvy was asked to “develop a breakthrough activation program that inspires women to embrace pro-aging.” Research showed that women over 50 felt invisible in the media. Ogilvy tapped into their desire to lift the societal curse by sparking frank, positive discussion. The result: Body & Soul, an original play inspired by women’s stories. A multi-faceted program was developed around the play, from an audition kit available either as a boxed game or as a download from doveplay.ca to promotional print and OOH materials, PR and strategic partnerships to drive awareness and participation. All 10 performances sold out, and the site garnered over 90,000 visits. CBC aired a documentary in September. Unilever hopes to continue the momentum with spinoffs for community theatres, distributing DVD copies of the documentary with product and a U.S. stage production. Ogilvy’s challenge was to create a campaign to get occasional Winners shoppers into the store at least once more per year by convincing them they wouldn’t leave empty-handed. They needed to display a lot of product without dropping brand names, showing the stores or alienating consumers with skinny models. Research revealed that Winners shoppers believed shipments only come to stores on certain days; in fact, fresh merchandise arrives every day. The resulting campaign platform was “Fresh Goods Daily,” which evoked a stylized world where well-dressed Winners employees of all shapes, ethnicities and sizes collect, grow and hunt down fresh fi nds. These items were then packaged and delivered daily to Winners stores by unusual means – putting a twist on fashion advertising conventions. TV covered seasons, while radio focused on sales of specifi c items such as boots or beauty products. The campaign saw positive improvement of brand tracking measures for the key themes of relevance and intention to shop, with numbers up over last year. Ultimately, on impact (intention to buy), the fall spot scored 50% vs. the previous fall’s 27%, and the holiday creative received 34% compared to the previous year’s 22%. Astral Media Radio is pleased to announce the appointment of Sherry O’Neil to the position of Vice-President General Manager Astral Media Radio, Toronto Market stations. She also will be acting as Chief Planning Officer for Astral Media Radio WINNERS
Research showed that Canadians loved Shreddies but had forgotten about them. Since the brand had last spoken to consumers in 2002, the category had changed dramatically, with a proliferation of new products and highly successful line extensions. To grow awareness and volume, “Make people think about Shreddies again” became Ogilvy’s communications mission. The answer came out of an invitation from Post to redesign the back of the cereal box: a faux “line extension” that simply turned the squares 45 degrees. This fun package idea became the nucleus of a complete communications plan that was implemented with a straight face. TV drove to diamondshreddies.com for recipes, a contest, an interactive game and videos of actual focus groups testing the product. At shelf, shoppers found limited-edition boxes of Diamond Shreddies. Huge debate ensued, with endless blog postings and videos on YouTube including rants and parodies. A fan even put “the last square Shreddie” for sale on eBay, leading to a three-page article in Maclean’s. The campaign had phenomenal breakthrough. On brand communication recall, Shreddies scored over 50% higher than key competitors. Sales in the months following the campaign’s airing continued to show baseline increases vs. the prior year. In its fi rst four months, it surpassed all industry standards with 54 million audience impressions, 265 stories and awards including Gold and Grand Clios, Young Guns Gold, D&AD, One Show Bronze Pencil and a Titanium Cannes Jury Special Mention. OGILVY & MATHER • DIAMOND SHREDDIES SHREDDIES Triple Cheers. Here's to Cossette, Leo Burnett and Rethink on making the coveted shortlist for Strategy’s 2008 Agency of the Year. Personally, we think you all deserve a trip to the podium.
- Page 5 and 6: in this issue custom publishing spo
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- 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: “
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- Page 20 and 21: custom publishing Minding content,
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- Page 24 and 25: Cruel Intentions Lucky Numbers GET
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- 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
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- Page 50 and 51: aoy honourable mention MICHELINA'S
- Page 52 and 53: aoy fi nalist ESKA • ZIG • MOLS
- Page 54 and 55: Solo Mobile hearts Rethink Communic
- 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
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- Page 82 and 83: media aoy gold Johnnie Walker 82 Wh
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- Page 96 and 97: the entrepreneur & the academic BY
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Research showed that Canadians loved Shreddies but had<br />
forgotten about them. Since the brand had last spoken to<br />
consumers in 2002, the category had changed dramatically,<br />
with a proliferation of new products and highly successful<br />
line extensions. To grow awareness and volume, “Make<br />
people think about Shreddies again” became Ogilvy’s<br />
communications mission.<br />
The answer came out of an invitation from Post to redesign the<br />
back of the cereal box: a faux “line extension” that simply turned the<br />
squares 45 degrees. This fun package idea became the nucleus<br />
of a complete communications plan that was implemented with<br />
a straight face. TV drove to diamondshreddies.com for recipes,<br />
a contest, an interactive game and videos of actual focus groups<br />
testing the product. At shelf, shoppers found limited-edition<br />
boxes of Diamond Shreddies.<br />
Huge debate ensued, with endless blog postings and videos<br />
on YouTube including rants and parodies. A fan even put “the last<br />
square Shreddie” for sale on eBay, leading to a three-page article<br />
in Maclean’s.<br />
The campaign had phenomenal breakthrough. On brand<br />
communication recall, Shreddies scored over 50% higher than<br />
key competitors. Sales in the months following the campaign’s<br />
airing continued to show baseline increases vs. the prior year. In<br />
its fi rst four months, it surpassed all industry standards with 54<br />
million audience impressions, 265 stories and awards including<br />
Gold and Grand Clios, Young Guns Gold, D&AD, One Show<br />
Bronze Pencil and a Titanium Cannes Jury Special Mention.<br />
OGILVY & MATHER • DIAMOND SHREDDIES<br />
SHREDDIES<br />
Triple Cheers.<br />
Here's to Cossette, Leo Burnett<br />
and Rethink on making the<br />
coveted shortlist for <strong>Strategy</strong>’s<br />
2008 Agency of the Year.<br />
Personally, we think you all<br />
deserve a trip to the podium.
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