Teens don’t look forward to back-to-school as much as parents and retailers do, so it’s a big deal when a school-supplies brand generates excitement within the student body. It’s an even bigger deal when the brand can do so nationally on a budget of less than $250,000.

The selection of tried-and-true CHUM properties was effective and

well-targeted. But the concept of getting teens involved with the brand by giving them a platform for ranting about school and whatever else bugs them is what really connected.

Azim Alibhai, group director on the business at Genesis Media, says the interactive aspect of the campaign along with the partnership with MuchMusic allowed Hilroy to speak to teens in their own language. ‘They’re the generation that has never known the sound of a dial-up modem. They’re used to being connected and multi-tasking – IMing, texting and watching TV at the same time as surfing online and doing homework. Leveraging the MuchMusic brands was really key because they already have credibility with the demo, and that’s a halo effect for our brand.’

Goal

To generate excitement in a typically ho-hum category while increasing brand awareness and making cash registers ring during back-to-school (BTS). The brand had great equity with older demographics but little consumer product awareness among teens.

The challenge: to make a national impact for under $250,000.

Target consumer

Teens aged 13 to 16

Insights and strategy

Teens in this demo are the ultimate multi-taskers when it comes to media consumption. They are extremely opinionated, generally seek peer approval, want to be heard, and don’t want to be sold to. The campaign needed to connect with them interactively, empower them, and speak to them in their own language.The strategy: to provide an accessible public forum that allowed them to rant and rave about school and other topics important to them. Genesis made the brand the hero through this interactivity and gave them the chance to win a cool prize. Partnering with the number-one media outlet for teens, and the creation of a connection-based brand-response campaign was crucial for ensuring credibility with the 13- to 16-year-old target.

Consumer touchpoints

• 30-second CHUM-produced spots airing on MuchMusic, MusicPlus, PunchMuch and Razer

• Various online units within MuchMusic and MusicPlus sites

• On-air promotion through VJ mentions

• Online MuchNewsWeekly newsletters

• Online peer referral through Hilroy microsite

• Contest entry

Execution

Genesis came up with the concept and the media buy while brand agency Ryan Partnership briefed CHUM on the creative and ensured smooth execution of the program, which ran from Aug. 14 to Sept. 19, 2006.

TV spots, on-air promotion, and online efforts drove teens to the Hilroy microsite to upload video clips of their best back-to-school rants and raves. They were also encouraged to text in their rants via SMS or e-mail for extra chances to win the contest.

Video and text rants were posted on the Hilroy microsite via the MuchMusic and MusicPlus contest pages and visitors were able to vote on their favourite rant or rave. The person submitting the best video won a trip for three to any concert in North America, including flight, accommodation and spending money.

The winner also got peer recognition when their winning video was aired on MuchMusic.

Results

Hilroy is not releasing specific data but reports that results exceeded forecasts. The 2006 back-to-school sales were extremely strong and

post-campaign results indicate a definite lift in awareness. The metrics for success were the level of engagement and interactivity. Hilroy received a number of high-quality,

well-edited videos with elaborate effects and full storyboards, indicating the target’s interest and connection level with the brand and contest.

CREDITS

Genesis Media

Azim Alibhai, group director

Simcha Snell, media supervisor

Ryan Partnership Canada

Simon Moon, managing director – interactive

CHUM (on-air and online creative, Hilroy microsite)

Patricia Ponte, creative media specialist

Anil Kanji, creative media associate

Hilroy Canada

Samantha Hindmarch, director of marketing