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Coloribus ist das weltweit gro?te Werbearchiv, das von Profis fur anspruchsvolle Benutzer gegrundet wurde.Dieser Content ist nur fur angemeldete Besucher zuganglich. We've launched an all-new version of Coloribus.It's a brand new set of tools for the perfect workflow. McDonald’s has long been confident in the quality of its food, its practices and procedures. With some of the lowest food quality perception scores in its category, and with consumers three times less likely to eat there because of it, the challenge was to change the conversation. McDonald’s had talked about food quality for years through television and in-store advertising.
So the digital agency created a platform that gave consumers unfettered and unfiltered access to the McDonald’s brand. This approach to transparency would live or die on its ability to answer every question received and to do so quickly and personally.
Instead of hiding the toughest, most negative questions, the agency did the opposite and put the full weight of McDonald’s media behind it.
In total, McDonald’s received and answered more than 19,000 consumer questions, exceeding the year one target by 400%.
Most important, the transparent approach had a noticeable impact on the brand’s food quality scores: an independent study by Environics Research showed that the top three measures for food quality perception improved by 73%, 61% and 48% respectively.
The show saw non-professional cooks compete for the best recipe within a food category (savory snacks, entrees, dips etc.) and a winner from each episode was chosen. The initial objective was to create an interesting show while balancing the interests of each partner: Food Network, Temple Street Productions Inc. Recipe to Riches gave the President’s Choice brand some of its best-selling products in the last 10 years. Loblaw saw Recipe to Riches as an authentic way to tie quality branded content with their President’s Choice brand. Recipe to Riches was new territory, particularly for Loblaw, as they had never ventured into television production before. The objectives: revitalize Cheer's heritage and prove its relevance by acting like a cool brand with a passion for colourful things, people and ideas that break new ground – and ultimately get the product into their hands. Millennials (18 to 29 year olds, 76 million strong), have never been spoken to by a laundry brand. The agency took an unbranded, influencer approach to get their attention, collaborating with a hot new band, Strange Talk, to create the first-­?ever music video where people could literally click on something colourful in the video to get it. On August 15, 2011, all media changed to direct people to the video on Strange Talk’s YouTube channel. Influence with scale was taken into consideration when developing the Sony Xperia ION campaign. Sony connected with MTV Canada – the gold standard in youth and music entertainment – and Free Agency, a branded digital entertainment studio powered by a network of creators and influencers.
The collaboration enabled Sony to benefit from incremental editorial promotional value, access credible musical artists without endorsement investments, and integrate their product and brand into social video that achieved hundreds of thousands of video impressions across the social web. Four 30-second TV promo spots featured campaign artists, driving audiences to the campaign site. The social media component included continuous promotion on MTV and Booooooom Twitter and Facebook accounts, and video episodes were seeded to dozens of music, lifestyle, and tech blogs.
In total, the eight-week campaign delivered over 11 million campaign impressions, 560,000 earned video impressions, 29% of visitors returned to the Made of Imagination site during the campaign and 60-plus sites embedded the episodes, including Urban Outfitters, Hypebeast, CNET, and participating band sites. Carly Fleischmann is a 17-year-old teen living with non-verbal Autism (she can’t speak). After the site launched, it was featured on top creativity blogs such as Fast Company and The FWA. Every year at Toronto’s Hospital for Sick Children (SickKids), thousands of children are treated for cancer.
As a result SickKids approached Toronto agency Cundari to help find a creative solution to consistently collect pain data.
Just like a regular police force, the recruits were challenged to work their way up the ranks.
Rather than viewing their pain journal as a chore, children looked forward to completing it. Due to this success, the Pain Squad Mobile App is now being used in three other Canadian pediatric hospitals, and will soon be made available in the Apple App Store so that kids with cancer all over the world will have an opportunity to take control of their pain. McDonald’s has long been confident in the quality of its food, its practices and procedures. McDonald’s had talked about food quality for years through television and in-store advertising. So the digital agency created a platform that gave consumers unfettered and unfiltered access to the McDonald’s brand. The agency knew this approach to transparency would live or die on its ability to answer every question received and to do so quickly and personally. Instead of hiding the toughest, most negative questions, the agency did the opposite and put the full weight of McDonald’s media behind it.
In total, McDonald’s received and answered more than 19,000 consumer questions, exceeding the year one target by 400%. Stanfield’s partnered with the Canadian Cancer Society, and found an eager testicular cancer survivor to be its hitchhiker.
The Gitchhiker also collected thousands of dollars in donations along the way, which – combined with Stanfield’s donation – garnered a total of $32,398 for the Canadian Cancer Society.
Although Canadian Tire had enjoyed #1 market share over the Christmas holiday period, the retailer’s dominance in the Christmas outdoor lighting and seasonal decor categories had been on the decline due to fierce competition.
More Canadians were using digital and social channels to spread their ‘best wishes’ during the Christmas season.
Using Sysomos’ social media monitoring software, Canadian blogs, forums, social networks and news sites were scoured for posts and messages containing a variety of Christmas keywords. To extend the reach, the tree was streamed live at Christmasspirittree.ca and on digital billboards. Canadians were also invited to share their Christmas messages via mobile and web where a series of special light displays would magically light up the tree in real-time.
The paid online media delivered over 20 million earned impressions across Canada, with visitors from over 170 countries arriving at Christmasspirittree.ca.
Canadian Tire’s overall social presence increased, with over 660 blog mentions, 780 news mentions, 2,600 tweets and 2,200 forum posts about the brand. To shape the campaign strategy, the brand and its agency Red Urban looked both to the lifestyle of the target and the character of the car. This innovative approach to traditional media brought the strategy to life and reinforced the redesign of the Beetle as an innovative, modern twist on the car’s iconic design. The activation proved captivating, motivating, and unique for the psychographic profile of the target market.
The campaign stood out because it was placed in areas that the target frequented, and spoke to them in a way that was appealing. In 2011, WWF launched National Sweater Day – a day when they asked Canadians to lower their heat and wear a tacky sweater to show support for energy conservation.
The campaign launched with a video on WWF's Facebook, Twitter and YouTube pages, explaining the cause and introducing the Grannies.
In 15 days, the Sweater Day campaign received over 33 million media impressions (with no paid media), garnered national and international coverage and was featured on every major Canadian news station: CBC, CTV, Global and CityTV. Google+ (G+) had amassed over 250 million users worldwide, but most people were unaware of the unique tools the platform offers. Working with agency Zulu alpha Kilo, the brand decided to use the features of G+ to build a following with 3,000 of Toronto’s local food community, and in turn, create a playbook for future activations with other interest-based niche communities. The target was those with an interest in food provenance – chefs, restaurant owners, farmers, non-government organizations, food critics, and bloggers. A ripple-wave approach was needed to attract high-level influencers who would activate new accounts, then use the G+ platform to engage a wider community. The three-pronged strategy included identifying a key spokesperson recognizable and respected champion inside the community to lead the project and help the brand earn credibility.
And lastly, it wanted to position G+ as the enabler – the story had to be told through G+ and its most powerful platform features.
The final concept opened up not only the kitchen but also the entire local food process from idea to farm to table.
Leading up to the event, the chefs’ behind the scenes activity was shared through G+ using video, photography and other content posts creating a rich, engaging narrative and motivation for new G+ users to join the Open Kitchen+ Project Circle. Open Kitchen+ provided a tangible demonstration of the differentiating features of Google+.

And while not employing any traditional advertising, the reach and coverage of the event spread quickly through the community, numerous food blogs and critics and mass media outlets including CTV, Global Television, BlogTO, The Globe and Mail and others.
Today, this has provided Google with a case study for activating other niche communities who will benefit from the unique capabilities that Google+ can bring to their own conversations. Pfaff Auto Toronto, the largest Porsche dealership in Canada, wanted to present their cars as an exciting option to those with the means to make a dream car a reality. Working with agency Lowe Roche, the brand approached the affluent target on a personal level, bringing them a level of service and attention that they’d both appreciate and expect.
The idea applied a truly innovative approach to the traditionally stale channel of direct mail. With a camera, laptop, printer and a Porsche Carrera 911 S, the dealership targeted the driveways of houses in upscale neighbourhoods.
James Ready Beer engages and celebrates its drinkers in a way that’s very different than other brands. But in 2010 and 2011 the gap between discount and mainstream was disappearing -­? the minimum price of beer increased and mainstream brands were going on deal more often – giving drinkers a reason to question the value of shopping this category. While price was a factor in first bringing fans into the brand, the agency found what JR drinkers loved most wasn’t the price. The solution was to give them more of what they loved by giving fans ownership of one of JR’s most prized assets – the Facebook Cover Image – the largest image space on Facebook above the fold – a space that no other beer brand had ever turned over to their fans before. The idea was the James Ready Cover Photo Swap – a simple bartering system that allowed drinkers to use JR’s Cover Photo Space, if they let us use theirs. Drinkers used the space to talk to JR fans and promote businesses, spread the word about their bands or concerts, post resumes, sell things, show off their art, impress the ladies, endorse their motorcycle club and more. On the flip side, fans were able to help spread the JR word by giving up their Facebook cover photo space to JR so it could introduce itself to a new audience of friends.
The James Ready swap continues daily, but in the first three weeks of the program the brand was able to reach almost 6 million people. Many people – especially youth – use homophobic language without really thinking about how they're using it. The best way to capture this type of conversation was online, where the institute could tap into how today’s youth converse casually. Within 24 hours of the launch, the website received over 100,000 unique visits and our #nohomophobes hashtag started trending on Twitter. Raising the Roof is Canada’s only national charity devoted to long-­?term solutions for homelessness. The objective was to get Canadians to stop and think about the homeless and consider the truth behind the issue – and do so through donated time, production, services and media. To address the food myths and misinformation, we engaged consumers in a fully transparent and open conversation, providing them unfettered and unfiltered access to one of the world’s biggest brands. However, consistently low food quality scores and a social listening audit revealed that consumers were not as confident. But the only way people would start to listen to the food chain is if it started listening to them. DDB Canada and Tribal DDB Toronto were challenged to tell the story about McDonald’s food quality in a way that would stop people in their tracks. So the agency created a 10-person response team tasked with answering every question with text, image or video answers – the sum of which became the voice of the platform.
At three to five minutes long, the videos were too long to be traditional TV commercials but online allowed McDonald’s to deepen the experience for consumers wanting to learn more about the food they eat.
Real consumer questions became the advertising for the platform and were brought to life with television, online videos, banner ads, wild postings, projections and subway station takeovers.
The website generated more than 10 million interactions with an average engagement time of more than four minutes. It included a search for Best Chef, Best Pastry Chef, Best TV Chef, Hottest Newcomer Restaurant, Best Restaurant and Best Hotel Restaurant in Canada. However, despite this unfamiliar territory, Loblaw had (and still has to this day) great confidence in this venture, which was proven to Temple Street when Loblaw agreed to take a financial risk and produce the series. Toronto based agency Leo Burnett decided to rescue the brand with a new campaign that targets a new generation of consumers, Millennials.
They couldn't care less about the category; connecting with them requires tapping into their desire to express their unique self – through music, fashion and colour.
It also partnered with music and entertainment bloggers and websites to tease the launch of the video for two weeks.
Engagement exploded with 366,711 YouTube video views and a Facebook fan increase of 47,534 (826%) over just two weeks. Each episode featured brand and device integration in the top and tail of the videos, as well as product integration throughout episodes.
There was extensive editorial promotion on MTV and Booooooom sites, with continuous main page presence for eight weeks. Carly wanted to let people know what it’s like to live in the mysterious and often misunderstood world of Autism. Carly received hundreds of messages from around the world and over 50,000 hits on the site (with the average stay over two minutes), many from parents of Autistic children, who felt they now understood the condition better. But to truly be successful, there needed to be a way to encourage the young target to do this on a daily basis. Every time the patients completed 3 reports in a row they received a video from one of our actors informing them that they were receiving an award or being promoted to a new rank.
Since its launch, the completion rate for reports has been over 90% – an unheard of compliance rate in pediatric medicine. DDB Canada and Tribal DDB Toronto were challenged to tell the story about McDonald’s food quality in a way that would stop people in their tracks. So it created a 10-person response team tasked with answering every question with text, image or video answers – the sum of which became the voice of the platform. At three to five minutes long, the videos were too long to be traditional TV commercials but online allowed McDonald’s to deepen the experience for consumers wanting to learn more about the food they eat. His job was to raise awareness and support, handing out free ‘thumbs-up’ underwear as he went.
In just 21 days, and with no paid advertising, the campaign generated over 43 million media impressions. For the 2011 Christmas season, Canadian Tire needed a campaign to defend its position, reclaim Christmas and re-energize holiday spirit, while reminding the nation that Canadian Tire is Canada’s go-to Christmas Store.
A Canadian Tire commissioned survey revealed that 37% of Canadians would not mail Christmas cards in 2011, but rather use online channels. Then, using proprietary lighting software, those messages were transformed into data that were used to boost the colour and intensity of lights on the tree. The Spirit Tree leveraged Rogers LTE just weeks after it came to market and used it to power the high bandwidth live stream and the speed of the LTE technology provided near real-time response to users interacting with the tree.
Through the Christmas Spirit Tree, Canadian Tire was able to increase foot traffic to its stores, resulting in an increase of $500,000 in local store revenue, specifically from the coupons distributed to viewers of the tree. In the two weeks the tree was live, visitors spent an average of seven minutes on the site, and were engaged for over 1.84 million minutes while viewing the live stream. Canadian Tire successfully defended its #1 market share for the 2011 Christmas season, with the incremental foot traffic driving sales. Volkswagen’s business objective was to drive awareness and sales for the Canadian launch of the completely redesigned 2012 Beetle.
Firstly, the target consumers are active urbanites who spend time out and about exploring their cities, so OOH was a primary media choice.
Also worth noting is that the experience was available online through YouTube videos that made it possible to experience the AR at home.
The approach resulted in 83% of Volkswagen’s total inventory of Beetles sold within the first month. And in three months, it garnered 148,899,213 online impressions: the highest number of total impressions in the history of Volkswagen Canada. While most people were genuinely interested in the initiative, many simply forgot by the time the day arrived, and participation was lower than expected. Partnering with a home for Retired Actors, the agency had 50 volunteer Grannies calling all over North America. With Toronto being one of the strongest hubs globally for G+, it wanted to demonstrate the power of the platform to niche communities, using only the platform itself. While united through a shared passion, the community proved to be quite dispersed, disorganized, busy and disconnected.
Google also wanted to support the community through a fresh and meaningful approach aligned to their passions.
Over 200 guests, including all key players featured in the Open Kitchen+ community were in attendance.

Starting with just one key influencer, the Open Kitchen+ Project Circle grew exponentially.
Instead of a generic flyer dropped in random mailboxes, the agency created a direct mail piece that was both personal and totally unique.
The car was parked in each driveway and photos were taken to create a one-of-a-kind postcard, right on the spot. In keeping with the dealership’s message, Pfaff would bring a Porsche model of their choice right to their home.
What they loved was that the brand was the only beer that really put them at the centre of everything they did by shining the spotlight directly on them. Our message not only appeared on fan Facebook pages for one full day but showed up in their newsfeed letting every friend in their network know that a new cover photo had been posted. Most of these people are not actually homophobic, but believe it's okay for them to use this language as long as they don't mean to be offensive.
So working with agency Calder Bateman Communications, the institute decided to actually capture what they were saying and show it to them. Visitors could also view the stream of tweets in real-time, and pause the live feed and click on any of the tweets, which would direct them to the origin of the tweet and Twitter profile.
It was also featured on the front page of Reddit, and was written about by Mashables, the Economist, the Guardian, Huffington Post, UpWorthy, the Gazette and Jezebel, to name a few. And in 2010, it approached Leo Burnett with an objective to generate awareness for homelessness in Canada.
With more than 85,000 registered charities in Canada, how on earth do you break through to people in the age of donor fatigue, and give them a reason to support this cause versus another? It was a clear signal that McDonald’s was not only listening but ready for a transparent discussion.
Viewers were able to truly experience each dish and then cast an informed vote for who they believe should take home the $250,000 grand prize. During execution, the challenge was to time the taping and airing of the show to perfectly align with the products hitting store shelves. Also coined as digital natives, Millennials are always-on, highly-connected users of social media and drivers of the tech revolution. Cheer's new followers praised the approach with 22,623 likes and comments, and the brand's content traveled all over the web, garnering over $25,000,000 in earned media.
Additionally, the site was shared by the President of Poland at the UN Convention on the Rights of People with Disabilities - helping to further reduce the stigma and dehumanization towards people living with Autism worldwide.
The hospital is continually working on innovative ways to manage and minimize the pain experienced during treatment. Then once the recruit’s last report was filed, they were sent one final message from police headquarters informing them that they were being retired from the field.
And for the first time ever, the information being given is coming from the patient themselves. It was a clear signal that McDonald’s was not only listening but ready for a transparent discussion. It needed to find a way to become relevant to a younger audience and show that Stanfield’s is the ultimate Canadian underwear – all on a very limited ($200K all in) budget. The Gitchhiker himself completed 64 separate interviews on various television and radio programs, including several three minute-plus segments on CBC and CTV national news.
In addition, the retailer developed new relationships with customers by using innovative technology and social connectivity to reignite the Christmas Spirit among Canadians.
Secondly, because the design of the latest incarnation of the Beetle looks both to the past as well as the future – the brand wanted the advertising to do the same, putting a modern twist on traditional outdoor media. OOH advertising, launched in major markets across Canada, contained augmented reality markers that allowed people to use their smartphones to enhance their experience of the OOH ads, and experience the Beetle in aggressive, performance-oriented situations. The performance of the vehicle was successfully communicated to audiences via the AR app, with an 820% increase in app downloads on the day of the Beetle event and a continued increase over the three days that followed.
Grannies have been trying to get grandkids into sweaters for as long as we can remember – just look at the presents that arrive in the mail every birthday or holiday. The site had over 250,000 visits in under two weeks, and many people signed up multiple times (getting Grannies to call their unsuspecting friends), helping spread the word exponentially. The Google+ page is now a standalone community with over 6,000 members furthering the local food conversation. Of the targeted homes, 32% responded by visiting the PFAFF website where they could book a test drive. Making sure everyone saw the partnership between their buddy and his favourite brew, James Ready.
The code was developed with parameters to capture negative tweets, while filtering out tweets of a positive nature (as much as possible). And given that homeless people are stigmatized groups that others would rather ignore than help, how do you create empathy and incite change? They are almost immune to the struggles of the homeless and assume they are all troublemakers, lazy or drug addicts. Text answers did the heavy lifting and gave McDonald’s the chance to not only have a dialogue with consumers, but also deliver over 20,000 personalized, pointed and tone perfect answers to consumers. This required working extensively with Loblaw and the Food Network to make sure both schedules always aligned. The Recipe to Riches format proved to be a symbiotic partnership where both companies broke new ground together. The traffic pushed the video to #1 on Billboard Uncharted and it was listed as one of 2011’s most contagious videos – putting Cheer and Strange Talk on the minds of Millennials across America. To help them do this they need their patients to record exactly how they are feeling on a daily basis. It brought together the casts of Canada’s top police dramas, Flashpoint and Rookie Blue, and filmed a series of inspiring videos that were incorporated in the App.
As a result, SickKids is receiving pain data that it can actually use to help current and future patients.
They could also help him out with daily gifts, dares or even sign up to give him a ride – which they did without hesitation. What’s more, underwear sales increased by 50% during the campaign and Facebook fans increased by 500%. This showed that Christmas spirit in Canada was alive and well, but it was being expressed and shared in a different medium: online. So what better way to encourage participation in Sweater Day than with a reminder from a Granny? Of those who signed up, more than 50% asked for info on WWF’s other environment related causes. Each question and answer served a myriad of functions: a personal connection to the brand, a sign that McDonald’s was listening, and as a piece of content designed to displace the existing inaccurate or negative information on the web.
The show’s executive producer Gerry McKean distilled this concept into its current format to allow a brand to be brought on board and provide a more robust viewing experience for the audience. The show had to be filmed eight months in advance to allow for sufficient production lead time for Loblaw’s production teams. Loblaw was particularly helpful in assisting the judges with choosing the products that had great potential for the competition.
All those involved worked to ensure the format remained strong while delivering the right brand message to promote President’s Choice and the Food Network.
There was no mention of Cheer during this period, but its colourful new brand cues were everywhere.
By using this extra dimension of participation, combined with an already powerful story of a young woman unable to communicate with her family (or simply get a coffee), the site created an overwhelming, emotional experience that would lead people to want to learn more about Carly’s story. However, after multiple surgeries, chemotherapy and radiation treatment, many of these children are too tired or discouraged to keep detailed reports.
Because the reports worked with iPhone’s user-friendly touch screen, kids could easily fill them out. With a simple flick of the finger, they could easily identify exactly where and how much it hurt as well as which medications were working best.
They then received a live call from an actual Grandmother, reminding them to lower the heat and put on that cuddly warm sweater their Granny gave them.

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