TAXI DELIVERS KNOCKOUT PUNCH - Strategy

WATER
COOLER
ASKING
CANADIANS
With the global economy in free-fall and the holidays around the
corner, will we get caught up in the spirit of the season and forget
about our lighter pocketbooks? We wondered if the fl oundering
economy would leave people feeling more Scrooge-like or still
spending like Santa.
In light of the economy, how do you plan on changing your
holiday spending habits?
I won’t change my holiday spending
I’ll be buying fewer gifts this year
I’ll do more online shopping to curtail
impulse purchases
Homemade gifts for everyone! Hope you
like sock puppets
What downturn? I plan on spending more
This poll of 1,000 Canadians was conducted by the AskingCanadians online
panel from Oct. 3 to Oct. 6, 2008. AskingCanadians is owned and operated by
Delvinia Data Collection. www.delvinia.com
8 STRATEGY November 2008
54%
38%
4%
3%
1%
After a vigorous workout, you reach for a cold, refreshing bottle of…chocolate milk? That’s what the Dairy
Farmers of Canada are suggesting. A new campaign from Due North Communications promotes the
post-workout benefi ts of chocolate milk, including its levels of protein and carbohydrates (white milk is
recommended for less strenuous workouts). Rob Nadler, group account director at Due North, says that
while most people are aware of the need to rehydrate after a workout, “nobody’s ever really talked to the
average consumer about the fact that after a workout, you need to refuel your muscles specifi cally.”
In August and September, the campaign educated personal trainers and athletes at marathons,
triathlons and CanFit Pro events, and through a partnership with Goodlife Fitness. The consumer launch,
which runs through December, will educate the public through TV commercials, ads in fi tness magazines,
fl yers in Goodlife gyms and consumer events in hockey arenas and sport clubs throughout Ontario
and the Maritimes. It all drives to rechargewithmilk.ca, which provides information on the post-workout
benefi ts of milk, plus a contest to win prizes and gym memberships. Due North also came up with the
concept of tsn.ca’s milk-sponsored “Spills of the Week” and thescore.com’s “Spilt Milk Plays of the Week.”
The TV and magazine ads will make a comeback in March, when many people wake from winter
hibernation to hit the workout circuit again. EW
www.strategymag.com
CBC GOES “GREEN”
BY MARIJA DJUKIC
Hoping to encourage Canadians to think and act green, CBC and its
late-night talk show The Hour teamed up with Toronto-based Internet
solutions provider Cisco Systems Canada to launch a national
environmental movement, One Million Acts of Green (OMAoG).
OMAoG calls on Canadians to commit eco-friendly acts such
as recycling cell phones or building a green roof. They can then
be entered on OMAoG’s site to see an immediate impact using
GreenNexxus’ green calculator.
Willa Black, VP corporate marketing at Cisco, came up with the
concept to better
drive Cisco’s
Human Network
Effect marketing
campaign globally.
“The challenge
in Canada was to
bring the campaign to life with a clear example of how people can
use the network as a platform for positive change,” she says.
The Hour is also encouraging other CBC programs to “go green.”
Programs on board include CBC News, Steven & Chris and CBC Sports.
Advertising to promote the green movement includes 15-second TV
teaser ads, while 15- and 30-second spots featuring celebrities and
green experts are in the works.
OMAoG’s partners include the Clean Air Foundation, David Suzuki
Foundation, Earth Day Canada, Evergreen and Green Street. The
movement will run until the goal of one million acts has been hit.
www.onemillionactsofgreen.com
CHOCOLATE MILK HITS THE GYM