Brilliant! street-level promotions

It's spring, which means Canadians are sitting in cafés and strolling along instead of scuttling from building to building. In other words, it's an opportune time for marketers to interact with consumers on the street. We found three promos that do a particularly good job of taking advantage of the situation.

It’s spring, which means Canadians are sitting in cafés and strolling along instead of scuttling from building to building. In other words, it’s an opportune time for marketers to interact with consumers on the street. We found three promos that do a particularly good job of taking advantage of the situation.

ING picks up the tab

In order to celebrate the opening of its first Calgary location, ING Direct, with help from Toronto-based promo agency Spider Marketing Solutions, has enlisted a street team to pop into coffee shops and pay for people’s purchases, telling them that the bank ‘wants them to save their money.’ Then on launch day, May 1, consumers have a chance to ‘Win Big on the Spot.’ Ninety orange spots will be placed on the sidewalk around the new ING location; every 10 minutes one of them will be randomly selected and the person standing on it will win $100 cash. Throughout the day, people can also enter a draw for a chance to ‘Win Big on the Spot.’ If the winner chooses the right orange dot, they are rewarded with $100,000; if not $1,000 will have to suffice.

Venus helps women embrace their inner goddess

Every woman deserves to be treated like a goddess. Gillette gets that, as evidenced by its upcoming Venus Modern Goddess Tour, in support of its Venus razor system. From May 5 to Aug. 20, young women will be invited to visit a Covergirl-branded manicure/pedicure station, discover the seven steps to a smooth shave, participate in a fashion show, and pose for a digital postcard of themselves as a Lou Lou cover model, which can be emailed to pals. Toronto-based Mosaic Sales Solutions is behind the effort.

Bell ExpressVu takes

the rec room to the mall

In an effort to educate regular cable consumers, combat inertia and make satellite TV achievable for all Canadians, Bell ExpressVu and Capital C designed four environments where consumers can chill out in living-room-type settings to watch family shows, movies, sports or HD programming. The campaign is hitting 16 malls in Ontario and Quebec this spring, as well as the Montreal and Toronto National Home Shows. Samsung is a partner.