SHOPPERS DRUG MART
Objective
Increase the number of consumers that buy baby products to join the Shoppers Drug Mart Optimum program. Enrollment within this target was surprisingly low.
Game Plan
Widen the caregivers' circle. Include Moms of course, but let's not forget grandparents, sisters, brothers, aunts, uncles, nannies, friends and anyone shopping for the little one. Conversely, let's focus on the baby - the centre of attention. Let's have fun with it and call it V.I.B. (Very Important Baby). After all, they're a pretty big deal.
RBC
Objective
Create secure, long-term relationships with existing RBC business clients, and forge new ones.
Game Plan
Alleviate the stress associated with the costs of purchasing business equipment; provide business owners with financing that works on their terms – to eliminate surprises, maximize flexibility and mitigate risk. Give them all the information they need to begin the conversation with RBC. This piece includes a letter, a short video on a USB key, and a magic cube (for fun and engagement).
BMO
Objective
Realise your home’s potential. It houses much more than you may know.
Game Plan
Turn your dreams into reality. Your home is the key to freedom and flexibility.
SUNOCO
Objective
Let drivers know why Sunoco fuel is the best way to go.
Game Plan
Why gas up any other way? Sunoco fuel (including diesel) offers the right balance. It combines superior power while being the cleanest choice. It's guilt-free performance.
Radio
"McWALMART"
Objective
Get consumers to realise (because many don't) that in most Walmart stores there's a McDee's.
Game Plan
Raise awareness. Repeat. Reward. Place strategic, cheeky reminders of McDee’s in‑store presence through known path-to-purchase patterns, supported by “smile-by” tactics. Let’s start at the parking lot (the Cold Zone), offer welcome reminders at the Walmart entrance (The Hot Zone), walk through the store, and get shoppers to McDee’s (the Destination Zone). It should all make sense within the context of the shopping experience, which is why we proposed that there be a new department at Walmart: The Satisfied Stomachs Department.
RBC
Objective
Target existing RBC customers to get their childrens’ RESP-future started now.
Game Plan
Show how far investing into an RESP can go. Make a daunting proposition less so by making it charming, inviting and insightful. Show how simple, incremental contributions can get customers there. Start growing now.
ENBRIDGE
Objective
Stop people from ignoring the health and efficiency of their furnaces.
Game Plan
Listen to the cry coming from your furnace. If you do, in return, it will warm your heart with savings and peace of mind. So let's get rid of the sadness.
Radio
MURALE (Shoppers Drug Mart)
Objective
Launch and position MURALE as a new and exclusive beauty destination. Gain market share within the highly-saturated luxury beauty market.
Game Plan
We needed to make a big splash in all the right ways: be elegant, be luxurious, be retail, be simple, and just be downright beautiful. We worked with David Downtown (one of the world’s most recognized fashion illustrators), to create a campaign that would showcase -- front and centre -- MURALE’s prestige beauty brands. In each execution, a beautifully illustrated woman wears a colourful pastiche of high-end cosmetic compacts and fragrances, reflecting the spirit of the MURALE brand.