GOLD
Client: Chatelaine.com and the Loyalty Group, Toronto
Campaign: ‘What Do Women Want’ Contest
Agency: Creative Initiatives & MarketSpace Design Group, Toronto
CD/Copywriter/Art Director: Jeff Wood
The number one women’s Web site in Canada, Chatelaine.com, decided to further build its awareness among women and educate on the breadth of its offerings. Chatelaine.com saw a terrific opportunity to partner with The Loyalty Group (Air Miles Reward Program), which wanted to tap into Chatelaine.com’s involved audience.
The objectives of the campaign – geared toward French and English women, aged 25 to 49 – was to increase the user base against which to sell online advertising, to drive traffic to the site specifically to acquire 50,000 new users and add 20,000 e-mail addresses.
The campaign offer was to ‘rub the magic lamp, make three wishes and you could win 50,000 Air Miles Reward Miles.’ From the Chatelaine.com home page, women could click on the contest link to launch the flash interstitial in which the genie appears from inside the lamp. The user was then invited to choose three wishes from a list (with categories such as ‘Pamper Me,’ ‘Feelin’ Good,’ or ‘Romance.’)
Having filled out her entry form, the user’s name was entered to win the prizes and she was then encouraged to share her list with family and friends via e-mail. For each friend who returned to the site, the original user earned a bonus entry. The new users were invited to fill out the entry form and make three wishes of their own.
The campaign included blast HTML and text e-mails sent to 100,000 Air Miles Collectors and 100,000 Chatelaine.com subscribers, and targeted print and online advertising.
The campaign surpassed its two key objectives: new user acquisition by a soaring 70% and e-mail address acquisition by 15%.
SILVER
The Loyalty Group, Toronto, for its ‘Air Miles Reward Program – Travel & More Magazine’ campaign, developed by Wunderman, Toronto
MERIT
Kraft Canada, Toronto, for its ‘January 2002 CRM Acquisition’ campaign, created by Wunderman & Redwood Custom Communications, Toronto
