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for advertising with intention.

CI Investments

A salute to golfers and curlers
Even though CI Investments is Canada’s largest independent asset management company, it’s virtually unknown to investors and is up against much bigger companies for the attention of Financial Advisors. For this campaign, we secured golf and curling sponsorships to reach affluent investors. In addition to brand commercials, we created golf and curling-themed TV and online (pre-roll and display) to celebrate CI’s support of the sports and motivate investors to speak with their Advisor about CI products and services. Our work, over the last three years, has tripled unaided awareness among investors. In fact, CI has become the fourth most recalled financial services company in Canada.

Pizzaville

The 30-year-old Rainy Day campaign
The pizza category is full of multi-national “big pizza conglomerates.” The secret to our Pizzaville campaign is that it’s the very antithesis of pizza advertising—it has no singing phone number and features a Brit talking about pizza (what do the British know about pizza?). For 30 years, the radio spots have used the same iconic opening, “It was a rainy day…” Because Pizzaville has a limited budget, we have stuck to this campaign so that, over time, people have the impression the company is much bigger than it really is. The result is the longest-running campaign in Canadian advertising history with a cult following that has helped build a very successful brand in a category full of much larger competitors.

Master Lock USA

Bull’s eye
We were approached by Master Lock USA to re-brand their Safety Solutions division. Even though Master Lock is a household name, in the safety sector, they were up against more established competitors. We created a “brand manifesto” to stake out the safety sector high ground. It became the inspiration for a magazine and online campaign that shows how Master Lock protects the lives of every single employee with a zero tolerance for workplace accidents.

Benjamin Moore

Paint the town
When you’re competing against giants, as Benjamin Moore is with Home Depot, you need to think differently and be nimble. Benjamin Moore wanted to make a statement during the Toronto International Film Festival, when 500,000 creatively minded visitors fill the city centre. With the cost of an official sponsorship being prohibitive, we went guerilla, splashing paint over transit shelters and streetcars across downtown and using social media to push the visuals to an even wider audience. To top it off, we hired “walking billboards” to interact with moviegoers as they streamed in and out of theatres. The campaign got loads of attention, including a plug on the Jimmy Kimmel Show. Over the years we developed many innovative promotions and localized digital campaigns—hyper-targeting customers in the purchasing mode—which have successfully driven foot traffic to every Benjamin Moore store across Canada.

Creative Arts Savings & Credit Union (CASCU)

Paperclip
CASCU is the credit union that services the banking needs of freelance artists like actors, musicians, dancers, directors and editors. This demographic often works project-to-project and pay-cheque-to-pay cheque. Therefore, they don’t often have the collateral or credit scores required by a traditional bank. This understanding of CASCU’s unique target market led us to reposition them as a more flexible option than banks. We creatively brought the benefit of flexibility to life by turning CASCU’s existing logo, the “bankers paper clip,” into an integrated campaign featuring the shape of objects that consumers typically borrow money to obtain.

Brampton Transit

Get there faster
Züm is Brampton’s rapid bus line. Thanks to fewer stops, real-time next bus info and the ability to change traffic lights, it gets you to your destination faster. We successfully reached current and potential riders using geo-targeted online, outdoor, newspaper and in-theatre. During our tenure, Züm enjoyed two consecutive years as the fastest growing public transit system in Canada.

Revera

Choices
In many seniors’ minds, moving to a retirement residence is like being incarcerated. This stems from irrational and deep-seated fears of being controlled and regimented. It’s mushy peas at 5 p.m. and lights out at 10 p.m. We addressed these powerful misperceptions head-on by showing that, at Revera, you have choice—to do what you want, when you want. We used television as the primary brand building vehicle and hyper-targeted direct mail, e-mail, mobile and digital to drive response. Our work for Revera over the last five years has contributed to significant brand and occupancy growth. Specifically, our digital marketing—via on-going testing and optimization—has reduced our cost-per-lead by 60% in the last year.

Toronto Real Estate Board

Passionate about their work
With today’s online marketing tools, some homeowners believe they don’t need a Realtor to sell their home. They think they can do it themselves and save money. The Toronto Real Estate Board needed to overcome this perception to ensure that buyers and sellers recognized the value that Realtors bring to the transaction. Using hyperbole, we positioned Realtors as passionate professionals who consider every last detail of a home transaction to ensure their clients maximize their investment.

William Osler Health System

You have the power
The William Osler Health System is one of the largest health systems in Canada, serving Brampton, Etobicoke and the surrounding communities. Our job was to develop the marketing strategy and creative to support the Foundation’s $100 million capital campaign. Our planning process included research with major gift donors where we learned that their motivation for giving is to make a truly profound and lasting impact in their home community. Our core idea, called “You have the power,” gives major donors the ability to do something that only doctors can do—save a life. The campaign recently launched in Brampton with hyper-targeted online, newspaper, transit, GO Station, CN Rail Overpass and South Asian media.

Senior Discovery Tours

The world is beautiful
After 40 years, Senior Tours is still Canada’s leading tour operator for affluent mature travellers. We proposed changes to the brand to spark growth. But these had to be managed pragmatically. Insight research with the target uncovered a simple truth: people 65+ consider themselves “forever young” and deplore the label “senior.” Some customers actually told us they love everything about the product but are embarrassed to tell friends the name of the tour company. We re-launched the brand with a modified name and brand identity: Senior Discovery Tours. The new name focuses on the emotive power of the word “discovery” while continuing to leverage the word “senior” to optimize organic search results. Our advertising uses storytelling to resonate with those who travel for status and want to share their experiences with friends. We brought this idea to life with the tagline “The world is beautiful.” The new, integrated multi-media campaign features direct mail, newspaper, collateral, online, a revamped website, social media and radio. Early results show that sales have increased 20% year over year.

GetSmarterAboutMoney.ca

Life Stages
The Investor Education Fund (IEF) is a not-for-profit funded by the Ontario Securities Commission, charged with increasing the financial literacy of Ontarians. Sound a little dry? We thought so, too. So we re-branded IEF as GetSmarterAboutMoney.ca, which put the brand benefit and promise into the URL itself. People are generally pretty apathetic when it comes to thinking about their finances. So we concentrated the advertising on big life moments, when people actually get interested. TV spots showed how easy and important it is to take control of your finances while online ads drove Ontarians to the new website to learn more. With this strategy we saw strong results, doubling web traffic in just over a year.

See some of our classic campaigns.

Sleeman Brewery

Dear John
In a category dominated by big beer brands that advertise on TV, Sleeman played the role of the underdog by sticking to radio—the medium for those who couldn’t afford TV. The problem was that people were getting tired of hearing John Sleeman talk about his family history on the radio. So we turned the tables on John by taking him off the air and giving his customers the podium to share their thoughts on his beer with him.

AOL

The way the Internet should be
AOL had a problem: they’re a huge international company but in Canada they were a small brand compared to online giants Rogers and Bell. Since we didn’t have the money to fight Rogers and Bell head-on, we decided to find a niche that AOL could occupy based on the strength of their online offerings. We created the idea that AOL would be the Internet company for families.

Toshiba

You’re not alone
Toshiba operates in a highly competitive category against industry giants like Xerox. Our research indicated that buying the office copier is not a job that anyone relishes—people don’t feel qualified to make such a large purchase, plus they don’t have the time. We decided we wouldn’t sell them copiers, we’d give them help and the “You’re not alone” campaign was born. This campaign struck a chord with the target and became the most successful B2B program Toshiba ran as measured by response rate and sales conversion.

Visit Britain

Britain. It’s out there
Canadians had a “been there, done that” attitude towards Britain. Worse, Britain was up against far more romantic destinations like Italy, France and Thailand. So we decided not to compete with them but, instead, give Britain a different personality, based on the insight that Brits are quirky, fun-loving and unconventional, with a campaign called “Britain. It’s out there.” We created a new brand identity, website, print, and online ad campaign that featured wacky and surprising things to experience. Click-through rates increased to more than twice the average for travel marketers and trips to Britain outpaced the competition.

Benjamin Moore

Understanding the customer
Benjamin Moore is the number one premium paint brand in Canada. But that’s a long way from being the number one paint in Canada when you’re only sold at independent retailers and your competition is sold at big boxes like Home Depot. So we gave discerning purchasers a better reason to buy Benjamin Moore. Benjamin Moore are the paint experts and understand purchasers’ home decorating aspirations better than any big box employee ever could.

Pro-Line

Eat. Sleep. Sports.
Research showed that young males aged 18 to 24 accounted for a highly disproportionate amount of the $200MM annual sales of Pro-Line sports lottery in Ontario. Rather than attempt to extend the appeal of the brand to older male non-users, our strategy was to celebrate the real sports enthusiasts and to compel them to play even more. We created a campaign that became the mantra for all existing and new sports lotteries called “Eat. Sleep. Sports.” because it validated our young male target’s obsession with sports.