Aussie creates ‘in your face’ presence

Agency/Media Company: OMD Canada Client: Bristol-Myers Squibb Canada Brand: Aussie Hair Care Media Team: Ailsa MacLachlan, vice-president, group media director; Mandey Moote, media planning supervisor Timing: April to September 1999 Best Use of Magazine Best Plan for a Budget...

Agency/Media Company: OMD Canada

Client: Bristol-Myers Squibb Canada

Brand: Aussie Hair Care

Media Team: Ailsa MacLachlan, vice-president, group media director; Mandey Moote, media planning supervisor

Timing: April to September 1999

Best Use of Magazine

Best Plan for a Budget of Less Than $1 Million: Second Runner-up

The Background

The objectives of the plan were: to increase brand awareness and trial, improve distribution and continue the repositioning of Aussie as a funky, passionate and outrageous brand.

Among the major challenges were: to demonstrate the brand’s unique attributes in a way that the target could identify with, and to create excitement among the salesforce. It was also important to differentiate Aussie, in order to limit its cannibalization of Clairol’s other hair care brands.

The Plan

The strategy was to build recognition of and loyalty to the brand by creating an ‘in your face’ presence, while at the same time directing something more than just a straight brand-sell to the target group.

Television: A targeted television buy was focused on building the reach of the general message. The TV spot was tagged with a five-second mention of an in-store contest, which – in keeping with the brand name – offered a trip to Australia as the grand prize.

Wild postings: Thousands of 24 by 36-inch Aussie logos lined the streets in major urban centres across Canada. The wild postings helped to bring the brand-sell advertising down to the grassroots level.

Magazines: Aussie ads ran in both the EdgeFest and Frosh week issues of Chart magazine.

In addition, some 90,000 Aussie temporary tattoos were distributed with Chart at EdgeFest concerts across Canada. Another 100,000 tattoos were distributed with the magazine at Canadian university campuses during Frosh week.

Urban weeklies: An Aussie ad ran every other week in alternative newspapers Now and the WestEnder. Both papers carried the ad three times.

In Toronto-based Now, the ad alternated from week to week with an Aussie ‘Extreme Fun Guide’ – a report, developed in collaboration with the paper, that informed readers of upcoming extreme events and activities.

In the Vancouver-based WestEnder, the ad alternated with an Aussie-sponsored CD ‘pick of the week’ feature.

Both weeklies also distributed Aussie tattoos throughout the summer, at any events in which they participated.

Tattoo distribution: In all, hundreds of thousands of Aussie temporary tattoos were distributed, at events ranging from modeling contests to beach volleyball games. The salesforce were able to participate in some of these events, and in at least one instance actually applied tattoos to participants themselves.

The Results

For the Aussie target group in major urban centres, the logo was virtually inescapable for most of the summer. Indeed, it was literally imprinted on thousands of young consumers. Feedback from the salesforce was also very positive; factory shipments increased by a reported 18%.

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* Campbell’s cooks up targeted advertorial: Partners with CTV, magazines to create a presence beyond traditional ad buy p.BMP16

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* Minute Maid aims for morning ownership p.BMP24

* Western Union a global Villager p.BMP28

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* Clearnet clusters creative: Complementary boards were positioned in proximity to one another to maximize visibility, engage consumer p.BMP38

* The Judges p.BMP43

Zulu grows its team and makes a slate of promotions

A director of interactive production for Zulubot is among dozens of new faces and roles at the agency, in response to recent wins.
Zulu Alpha Kilo_New Zuligans

Toronto indie shop Zulu Alpha Kilo had made several new hires and promotions on the heels of new business and also organic growth from existing clients.

Zulu could not officially announce the account wins at this time.

However, it can report that Ece Inan, most recently at Toronto design and tech shop Array of Stars, has been named the agency’s new director of interactive production for Zulubot, the agency’s production arm. In the new role, Inan will lead AR, VR, voice and other digital innovation projects.

Also on the production side, James Graham, who has spent the last 17 years with Grip, has joined the agency as its studio director.

Zulu has also made numerous additions on the client services side, led by Michael Brathwaite, also from Grip, as account director.

It’s also announced a spate of new account supervisors, including Hayley Blackmore (from G Adventures), Risa Kastelic (from BT/A), Kara Oddi (also from BT/A), Emily Anzarouth (also from Grip), Chris Rosario (from FCB/Six) and Sarah Shiff (from Rethink).

In addition to the new hires (pictured above), the agency has also announced several promotions: Alyssa Guttman moves from account director to group account director, while Nina Bhayana, Michelle Fournier, Jenn Gaidola-Sobral and Erin McManus have all been promoted to account director, and Haley Holm to account supervisor. On the strategy team, strategists Carly Miller and Spencer MacEachern have both been promoted to strategy director, while Shaunagh Farrelly, who has been with Zulu for two years in a client service role, moves into a new role as a digital strategist.

In December, the shop also announced that Stephanie Yung would be returning to the agency after a stint in New York as its head of design. Recent wins the agency has been able to announce including work as AOR for the Ottawa Senators, as well as a new arrangement with existing client Consonant Skincare, setting up an in-house team to support growth after taking an equity stake in the company.

Zulu president Mike Sutton says it’s wonderful, in a new year, to welcome new faces and energy to the team and says the agency is fortunate to have had so many people across the agency step up to support its clients.

“Simply put, they were rock stars, and the promotions are very well deserved,” Sutton says.