Integrated Multi-Media: Budget Under $1 Million

GOLD

GOLD

Client: Bell Canada, Montreal

Campaign: Oui à l’eau

Agency: Blitz

Creative Director: Patrick Beauduin

Copywriter: Esther Thomassin

Art Director: Stéphane Mouton

Agency Producer (broadcast): Sophie Carrières

Bell Canada had been promoting its SmartTouch services in Quebec for several years. But last spring, consumer interest was down, the market tired and the marketing offer – one month free – was old and becoming worn out.

In an effort to renew interest in SmartTouch and find opportunities, Bell revisited the entire product and offer proposition. Last summer, it created a promotion to capture the attention of the target audience – average- to high-income families with adolescent children – and drive immediate action.

The easy-to-enter, instant contest (no purchase required) and pyramid prize structure (in line with the summer season and the target audience: pools, BBQs and cordless phones), which supported the one-month free offer, were designed to generate qualified leads. The prospects’ curiosity was heightened via the printed material: a unique entry code that could be one of the winning codes, put the onus on customers to call customer service to validate their codes.

The creative approach took advantage of the return of summertime and swimming (May to end of June) with a play on words for the slogan – ‘Oui allo’ became ‘Oui à l’eau’ – and an impactful yellow rubber ducky icon.

The campaign visibility was ensured with traditional vehicle support including door-hanger inserts and full-page ads in dailies and weeklies, and P-O-P in Bell World stores.

The program achieved never-before-seen results for a SmartTouch campaign, surpassing initial objectives by 355%.

SILVER

World Vision Canada, Mississauga, Ont., for its ‘Harvest of Hope Video Persuasion Series,’ created by Russ Reid Company, Toronto

MERIT

Society of Obstetricians & Gynaecologists of Canada (SOGC), Ottawa, for the ‘Sexuality and You’ Web site, developed by Allard-Johnson Communications, Toronto