OgilvyOne gets personal with Tim Hortons

The QSR's new digital agency launches a Facebook campaign that allows consumers to take ownership of their cups online.
12 04 18 tim horons

OgilvyOne kicked off the announcement of its Tim Hortons digital account win with a new Facebook promotion that gives consumers a chance to own their cups.

The Toronto-based agency launched a purposefully simple campaign that allows people to write their names on the famous Timmies cup, says Matt Hassell, CCO, OgilvyOne.

The brief originally directed the team to highlight the brand’s care, consistency and individuality of each cup of coffee.

“One way to translate that is ‘the cup with your name on it.’ So we took the literal jump,” he says. The images can then be shared across networks as avatars, wall posts or even wallpapers. “It’s bold to allow the user to take on the logo and put the name on their logo. [And] at the end of the day, I think it’s a fun way to let the user feel like they own a little bit of the brand.”

By keeping it simple the campaign will have a wider appeal, targeting the brand’s million-plus followers who cross generational and gender lines, he adds.

The digital account was officially won back in February after a competitive review, taking over from Henderson Bas Kohn. As part of the pitch to Tim Hortons, Hassell says they made the production process a key part of the presentation.

“I really think that helped us establish that we’re grown-ups, we’re professionals, and we will in fact be able to achieve what we’re saying we’re going to achieve,” he says. “If we said we were going to do something, we did our best to show them how we would do it right then and there.”

The mandate for Ogilvy will be to maintain the heritage of the brand in the digital space, Hassell adds. “It’s not about changing it or taking it in a new direction…we need to make sure we take all the great work JWT has done [which stays on as AOR] and digitize it.”