De*con*struct*ed: the plans

PLAN ONE

PLAN ONE

THE JOY OF METRICS

Campaign: Panasonic’s Ideas for Life

Media: Genesis Media

Client: Panasonic

In the past, Panasonic’s ads were all about image, less about ROI. So imagine the company’s delight when Toronto-based Genesis Media actually built in highly specific metrics to track the effectiveness of the print, TV and online push for Panasonic’s recent Canadian launch of its new global tagline, ‘Ideas for Life.’

Concept

* A unified three-medium push that highlighted image but was ROI intense.

* A TV campaign rejigged for Canada to drive consumers to either the specially designed Panasonic Web site and/or call centre.

* FSIs, streamlined through geomarketing, to determine the locations of the highest concentration of Panasonic’s target groups, including a listing of detailers and retailers in the surrounding area.

* Online advertising on targeted Web sites that drove traffic to the Panasonic Web site.

Goals

* Effectively launch Panasonic’s corporate campaign, ‘Ideas for Life.’

* Increase awareness of the brand.

* Demonstrate to Panasonic how each media channel (print, TV, online) helps drive ROI.

* Increase Panasonic’s consumer database.

* Drive sales to participating dealer/retailer networks.

Budget

* $2 million to $3 million

Target Consumer

* Genesis Media was interested in an overall response rate.

How they did it

Initial research revealed that Panasonic’s target audience was best reached through digital and specialty channels. Blocks of 60-second spots were purchased on 25 such channels across the country offering six blank DVDs and $200 off three high-end DVD recorders valued between $600 and $1,400.

The push drove consumers to a call centre set up specifically for the campaign. Each channel had its own toll-free number. Consumers would call in, give their postal code and other relevant details, and then be directed to their closest retailer. The information collected was then passed on to Panasonic on a weekly basis, then sent on to relevant dealers for potential leads.

Geomarketing determined which consumers would be most receptive to the offer. Over eight million inserts were sent through various distribution mediums (newspapers, Canada Post). Each flyer was coded by carrier (Toronto Sun, Metro, Toronto Star, for example) and included a listing of all surrounding Panasonic retailers. Consumers would then take the flyer to the retailer in order to redeem the offer. This process determined which distribution medium and which carrier were most effective.

Online: Panasonic’s specially designed Web site was advertised on target-specific Web sites. Most URLs were specifically source-coded by media channel, for example, the Discovery Channel (www.panasonic.ca/discovery) and the Globe and Mail (www.panasonic.ca/globeandmail).

Results

* Sales in November 2004 were about $100 million. ‘It was the first time in their history that they’d ever reached $100 million in a month,’ says Genesis Media CEO Bruce Claassen. ‘The campaign gave us ammunition for understanding precisely how each individual channel performed. Now we are able to direct media channel strategies based on ROI performance, not necessarily based on CPM and GRP performance.’

* Nine weeks after the start of the campaign, awareness was up 14%.

* Response from dealers was overwhelming, as it was undeniable the campaign was responsible for increased sales and in-store traffic.

Props

Panasonic

Ian Kilvert, general manager, corporate communications

Denise Charlesworth, manager, advertising and PR

Wanda Day, communications specialist, corporate communications

Genesis

Andy Krupski, managing partner

Karena Phidd, general manager, channel management group

Derek Bhopalsingh, account director, brand group

Azim Alibhai, account director, direct response group

Alec Paterson, general manager, ROI and geo-marketing group

PLAN TWO

TAKE IT TO HEART

Campaign: Becel 28-Day Heart Health Challenge

Media: PHD Canada

Client: Unilever

Everybody loves a challenge, including the folks at Toronto-based PHD Canada who had to design a national media plan to promote the ‘healthy heart’ margarine Becel with a very limited budget. Their solution: a CD, some well-placed TV personalities and 28 days.

Concept

* The month of February was earmarked to launch the 28-Day Heart Health Challenge, since it apparently takes 28 days to create or change a habit.

* A CD with tips on nutrition, exercise and stress control – which included a calendar to help consumers track their progress – was put on-pack on all Becel 2 lb regular and light products during the month.

Goals

* Build awareness of the month-long campaign and the benefits of including Becel in a healthy lifestyle.

* Drive traffic to www.becel.ca.

Budget

Under $500,000

Target Consumer

* Current and potential customers 35+

* For broadcast: women 35-54

How they did it

In English Canada, PHD partnered with CTV, which ran promotional spots throughout the day during all CTV programming that drove viewers to Canada AM to learn more about how to maintain a healthy heart. The show’s personalities, like Dr. Marla Shapiro and nutritionist Leslie Beck, spoke about healthy living. A Becel promo, which mentioned the in-store CD and Web site, immediately followed their segments.

In French Canada, PHD arranged a partnership with the TVA program Deux Filles le Matin. The campaign began in December 2004 by soliciting candidates willing to take the challenge then discuss their setbacks and successes on the show. Four finalists were selected who, every Monday during the month, spoke with the hosts about their experiences. As in English Canada, the promo that followed the segment highlighted details

of Becel’s program, the in-store CD and the Web site.

Results

* Becel’s Consumer Contact Centre received on average 60 calls a day with requests for the CD. A total of 20,000 were sent out.

* Traffic to the www.becel.ca site doubled during the month to 100,000 visitors.

* There was double-digit shipment growth in the months of January and February, which resulted in a 1% share point increase for Becel.

Props

Unilever

Jan Mollenhauer, category director

Sandra Albrecht, brand manager

Joanna Harries, assistant brand manager

PHD Canada

Bita Fesharaki, senior strategic account manager

Sarah Simaluk, tactical account manager

Michael Bolt, group account director

Josie Bumbaca, tactical account director

Suzanne Rosenthal, senior tactical account manager

Amanda Tatham, assistant strategic

account manager

CTV

Carla Cappuccitti, associate

marketing manager

Patrick McCann, creative supervisor sales

and marketing

TVA

Milena Smodis, media creativity, sales executive

Marie-Claude Joly, media creativity, account executive

Melanie Couture, media creativity, sales and marketing

Judy Strathman, sales executive

PLAN THREE

SUBTLE OR SCANDALOUS?

Campaign: Campaign for Real Beauty

Media: PHD Canada

Client: Unilever

No one in Toronto missed this campaign. When Dove’s massive LED billboard featuring a zaftig woman wearing a slinky black dress was erected on the Gardiner Expressway last October, it likely contributed to already gridlocked rush-hour traffic. But it was worth it. The result: simply stunning.

Concept

* To challenge women’s perceptions, Dove has embarked on an high-impact, can’t-miss national campaign to redefine beauty

* With just four weeks, PHD had to create buzz and awareness using outdoor, online and print

Goal

* Increase awareness

* Effectively launch the first phase of a long-term campaign

* Get women talking

Budget

* $1 million

Target Consumer

* Women 18-49

How they did it

Once the live flagship billboard was set up along the Gardiner Expressway, consumers were asked to call 1-888-DOVE to cast their votes about whether the woman featured was fat or fabulous. The toll-free number was only mentioned on this billboard.

‘We wanted people to make the call ‘on the moment,” explains PHD’s Zoryana Loboyko, strategic account manager. ‘Then we wanted them to watch [results] on the drive to work and on the drive home.’ The results were tracked over the four-week stretch and the percentages updated several times a day.

Massive 10′ x 20′ billboards were bought in Toronto, Montreal, Vancouver and Calgary driving women to the specially designed Web site www.campaignforrealbeauty.ca. PHD also reached women through online ads on www.yahoo.ca, driving women to the site.

Finally, an eight-page insert was distributed in women’s fashion magazines including Flare, Canadian House and Home, Fashion and Chatelaine, again asking women to cast their votes.

Results

* Over 450,000 Internet votes

* More than 8,600 calls over four weeks

* Free media coverage

Props

Unilever

Erin Iles, Dove masterbrand marketing manager

Gabriel Verkade, Dove masterbrand

assistant brand manager

Mark Wakefield, category director

PHD

Michael Bolt, account director

Zoryana Loboyko, strategic account manager

Brenda Bookbinder, non-broadcast

portfolio manager

Amanda Tatham, assistant account manager

PLAN FOUR

IS MY LIPSTICK ON?

(Honourable Mention – Creativity)

Campaign: Cover Girl Outlast Lipstick

Media: The Media Company/MBS

Client: Procter & Gamble

Yes, guys, women also use washrooms to check if their lipstick is still on. So, what better place to target them, figured Toronto’s The Media Company, than the mirror in their grooming mecca and through a local, very targeted campaign that smacks of creativity?

Concept

* Using the insight that women are constantly checking their lipstick, The Media Company set up ads in the form of motion-sensitive mirrors in bars and restaurants across Toronto

* Dot.spots on highly-targeted television programs and in-store sampling supported the campaign

Goal

* To make Outlast, which offers up to 16 hours of coverage, top of mind and increase awareness

Budget

* $150,000

Target Consumer

* Women 18-49

How they did it

The Media Company placed 13′ x 16′ motion-sensitive mirror frames in 120 women’s washrooms. A sound chip in each poster asked: ‘Is your lipstick still on?’ The posters were supported by decals on the mirrors (impressions of lips in a to-die-for shade of red.)

Dot.spots lasting five seconds and asking the same question ran on Global during prime time in the likes of Entertainment Tonight.

In-store signage and sampling with an Is Your Lipstick Still On? crew wearing jackets displayed the same image as the restobar signage.

Results

* Over 11 million media impressions

* In participating Loblaws stores, Cover Girl sales were up 10% above the category and almost 20% above Revlon, which is the share leader in the lip category at the grocery store chain

Props

Procter & Gamble

Alexandra Collins, assistant business manager

The Media Company

Debbie Hoover, group account director

Kendra Mills, account planning supervisor

NEWAD Media

Jo-Ann Grech, account executive

PLAN FIVE

CHEW ON THIS

(Honourable Mention: Creativity)

Campaign: exhale.ca

Media: OMD, Vancouver

Client: Fraser Health Authority

Simplicity reigns. Well, it has to when you only have $70,000 to play with. But OMD in Vancouver managed to squeak out a pretty nifty campaign for Vancouver’s Fraser Health Authority’s youth anti-smoking Web site, www.exhale.ca. And, happily, even managed to help a few folks kick the habit.

Concept

* Non-smoking communication is challenging and always condescending. Chewing gum, a popular method to try to stop smoking, was selected as an engaging and memorable way to get the message into the hands of the target group. The gum’s packaging prominently featured the exhale.ca Web site address

Goals

* Produce an awareness campaign meant to drive awareness during national non-smoking week, which started on Jan. 20

* Increase traffic on the Web site, which features testimonials of former young smokers

Budget

* $70,000

Target Consumer

* Youth

How they did it

During the week, an exhale.ca street team distributed 45,000 packs of gum at bars and concerts.

Key messages, again with www.exhale.ca, were stencilled on sidewalks close to smoke pits, smoking hangouts and main entrances of local colleges and universities.

Results

* Free media coverage

* Web site traffic of the seldom-visited site increased about 400%, from a handful a day, to hundreds a day. ‘The client thinks it’s huge,’ remarked Jeff Berry, GM, OMD Canada, Vancouver.

* Anecdotal evidence of youth who have quit

Props

Geri Grigg, tobacco reduction co-ordinator, Fraser North Public Health Services

Jeff Berry, GM, OMD Vancouver

Bruce Sinclair, CD, Tribal DDB

Carolyn Usher, Crackling Communications

NEWAD Media, media supplier