QMI takes an ‘unbeatable’ brand content approach to shopper marketing

Shopper behavior is changing as fast as the volume of new media and message options vying to influence consumer purchases. As a result, it’s more important than ever for retailers and brands to have a presence at all stops on the path to purchase.

“Our programs are tailor-made to meet client objectives, which often are about increasing visits online and in-store,” says Isabelle Legris, chief of the strategic team at Quebecor Media. “That’s why we offer more call-to-action formats such as live TV remotes, TV animated banners, third party co-op and in-store activation events.

“We take advertisers beyond advertising impressions to create programs that live through our media brands in a non-traditional way, including branded content, product integration, sponsorships with product driven communications. This allows us to follow the consumer right through to the point of sale.”

The campaign created by QMI for the Quebec supermarket chain, Maxi, demonstrates how the company executes on the strategic customer acquisition and branding strategies it builds to achieve client goals. Maxi’s goal was to stimulate foot traffic in the grocery stores and raise visibility for Maxi’s co-op partners.

The Maxi Challenge drew its inspiration from Maxi’s marketing slogan – Unbeatable. Period. The team at Quebecor Media designed and produced an original micro-series event. Over the course of 10 TV episodes filmed at Maxi, candidates took on in-store challenges that required wit, speed and adaptability in crazy situations in order to take home the grand prize of $20,000.

It started with an intensive province-wide recruitment campaign during which people who wanted to take part in the Maxi Challenge were invited to name two of Maxi’s partners’ 15 star products. These products were required to register on the Maxi Challenge website (defimaxi.ca). Among the 1,150 candidates, QMI and Maxi selected 10 to compete against one another in 90-second TV spots that took place over a two-week period. The scenario of each episode allowed for the natural integration of several platinum partner products.

The micro-series was backed by a self-promotion campaign that invited people to tune in to TVA. Young comedian Jérémy Demay hosted the micro-series and his humour and endearing personality helped to make the multi-channel program an overwhelming success. The campaign was carried out in collaboration with Zenith Optimedia and generated more than 19 million impressions with TVA viewers. Integrated media support from TV, daily newspapers, 7 jours magazine and Quebecor Media websites worked in unison to make the Maxi Challenge a unique event for the audience and a success for Maxi and the participating grocery brands.