Download PDF - Strategy

WATER
COOLER
ASKING
CANADIANS
Calgary-based Big Rock Brewery (see story page 17) is using a carefully
concocted mix of marketing – from hay bale wraps to sponsoring
the Junos – to reach out to beer drinkers in the rest of Canada while
maintaining a loyal following at home. We wondered what might compel
Canadians to crack open a cold one they’d never tried before.
Which of the following would best convince you to try a new
beer brand?
Sampling/tasting events 42.6%
Giveaways (clothing, CDs) 20.6%
Contests (trips, concerts) 14.3%
TV advertising 7.8%
Sponsorship of sporting/arts events 2.1%
Nothing – I’m loyal to a brand 12.7%
This poll of 1,001 Canadians was conducted by the AskingCanadians online
panel from January 30th to February 4th, 2008. AskingCanadians is owned
and operated by Delvinia Data Collection. www.delvinia.com
By Annette Bourdeau
12 STRATEGY March 2008
Canon’s UGC writing on the wall
Canon Canada decided to take a cue from cavemen, who told stories through images carved into cave walls, and
invite consumers to tell their personal histories using 12 photos at Canontellyourstory.ca. The microsite builds on
its “Tell Your Story” mass campaign that launched last fall.
“We’re fi nding it’s really resonating with people,” says Stan Skorayko, VP corporate communications, general
and environmental affairs at Mississauga-based Canon Canada, whose photo essay about his grandson is one of
the stories Canon seeded on the site.
Canon is also inviting clients to upload their stories. Edmonton’s The Running Room has already added its
business history through images. Prizes include digital cameras and colour printers, and, when the contest wraps
in December, Canon may use the most popular entry in a mass ad campaign.
Skorayko says the core target demo is 25- to 40-year-old “MOPEs” – managers, owners, professionals and
executives. He says another big group is moms: “Women with children tend to take a lot of pictures.”
Aside from a press release, the site is being promoted solely through word of mouth. So far, it seems to be
working. In two days, Skorayko’s “story” had been viewed over 500 times. “A winning concept will drive itself.”
Canon worked with Toronto-based Dentsu Canada on both the mass campaign and the microsite.
www.strategymag.com
ANNE’S GOT MAIL
Penguin Group Canada is celebrating the 100th anniversary of the
publication of Lucy Maud Montgomery’s Anne of Green Gables with a
national letter-writing contest. In the fi rst week, before the advertising
had even launched, around 100 Anne fans posted 500-word letters to
the series’ heroine, Anne Shirley, on 100yearsofanne.com.
Open until April 30, the viral contest is
sponsored by Canwest’s Raise-A-Reader
program, Canada Post, Tourism P.E.I. and the
Royal Ontario Museum. Jury chair and former
Governor-General Adrienne Clarkson attended
the launch event at the ROM last month with
several of Montgomery’s descendants.
Winners in four age categories will win $2,500
travel vouchers from The Travel Store for a trip
to P.E.I. and tickets to Anne of Green Gables:
The Musical, courtesy of Tourism P.E.I. Runnersup
will receive three anniversary books from
Penguin, including a special edition of the original
novel with a new introduction from Montgomery’s
grandchildren, as well as stamps and coins from
Canada Post and the Royal Canadian Mint.
Penguin is supplying a retail event kit that
includes Edwardian-era recital invitations and
programs, posters, recipes for raspberry cordial
and pound cake and how-to sheets for crafts,
waltzing and scrapbooking. Support includes
more than 300 book displays and a $500 cash
prize to the bookseller with the best-dressed window display. Two of
the new titles have already sold out.
As well, Girl Guides of Canada is issuing a national challenge to
members to earn Anne crests.
Creative was done in-house at Penguin, and Canwest has placed ads
in several of its publications. TP/CT