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%.

Also in this report:

* Bates takes the cake p.BMP2

* MaxAir fires on all cylinders: Multi-tiered plan for high-menthol gum was imbued with irreverence p.BMP3

* Dentyne Ice kisses up to teens with party promo: Initiative was designed to drive both brand awareness and sales p.BMP4

* Kool-Aid placement reflected fun, refreshment p.BMP6

* Guerrilla tactics get Panasonic noticed: Campaign used underground channels to reach club crowd p.BMP10

* Much VJ follows his Natural Instincts on air p.BMP12

* Chapters stands out in dot-com crowd p.BMP15

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

* Looking at Philips through fresh eyes: Redefinition of target market sparked departure from the traditional choice of television p.BMP18

* Jays plan hits home run p.BMP21

* Minute Maid aims for morning ownership p.BMP24

* Western Union a global Villager p.BMP28

* Scotiabank breaks out of the mold p.BMP32

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

* The Judges p.BMP43

Corner Officer Shifts: Martin Fecko leaves Tangerine

Plus, PointsBet Canada and Thinkific name new marketing leaders as Lole gets a new ecommerce VP.
Corner Office

Martin Fecko departs Tangerine 

After roughly two years of serving as Tangerine’s chief marketing officer, Martin Fecko has a new gig. And this time, the financial services vet will apply his marketing leadership to a new sector, having been named CMO of Dentalcorp.

Fecko will lead the dental network’s end-to-end patient journey, support its overall growth, and work to maximize patient experiences across every touchpoint, the company said in a release.

“Martin’s in-depth expertise in engaging and retaining customers through a digitally enabled experience will be valuable in realizing our vision to be Canada’s most trusted healthcare network,” said Dentalcorp president Guy Amini.

Prior to joining Scotiabank’s digital-only banking brand in late-2019, Fecko was country manager for Intuit Canada and spent 10 years at American Express in consumer and digital marketing.

PointsBet Canada nabs former Bell marketer as it pursues expansion

Dave Rivers has joined PointsBet, an online gaming and sports betting operator, as Canadian VP of marketing.

Rivers joins from Bell, where he was most recently director of brand marketing and sponsorship, responsible for driving the company’s national sponsorship strategy and portfolio. He will report to PointsBet Canada chief commercial officer Nic Sulsky.

According to Sulsky, Rivers will “play a key role as we prepare to launch a business that is unique to our roots here in Canada.”

PointsBet has a significant presence in Australia, where it was founded, and in the U.S. In July, it named Scott Vanderwel, a former SVP at Rogers, as CEO of its Canadian subsidiary, one of several hires aimed at establishing the company’s presence locally.

Thinkific names first CMO among other executive appointments

Vancouver’s Thinkific, a platform for creating, marketing and selling online courses, has appointed Henk Campher as its first chief marketing officer as it invests in marketing to support its growth plans. It has also upped Chris McGuire to the role of chief technology officer and moved former CTO and co-founder Matt Payne into the new role of SVP of innovation.

Co-founder and CEO Greg Smith said Campher and McGuire “will play key roles building high-functioning teams around them and optimizing investment as we continue to carve out an increasingly prominent and differentiated position in the global market.”

Campher joins from Hootsuite, where he was VP of corporate marketing. Before that, he was VP of brand and communications at CRM giant Salesforce.

Lolë names new VP of digital omni-commerce as parent company exits bankruptcy protection

The Montreal-based athletic apparel and accessories retailer has appointed Rob French as VP of digital omni-commerce.

French will lead Lolë’s efforts in consumer insights, supply chain-to-consumer models and online customer journeys. In what is a new role for the company, he will also work to grow the company’s retail brand. He arrives with sixteen years experience in ecommerce, having spent the last few years as chief digital commerce officer at sporting goods retailer Decathlon.

In May 2020, Lolë parent Coalision Inc. filed for bankruptcy protection, citing several years of losses as a result of a downturn in the retail clothing market, increased competition and excess inventory – problems exacerbated by the onset of the COVID-19 pandemic. At the time of the filing, Coalision was seeking an investor or purchaser of its assets.

It successfully exited bankruptcy protection last year and is currently rebuilding its executive team, according to a spokesperson.