Our strong and native Brands of theYear WELCOME TO TIMS NATION

Herschel, TD, WestJet & Beyond the Rack

OCTOBER 2014 • $6.95 Brands fi nd love on Tinder • Accidentally viral, now what?

CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN CANADA USPS AFSM 100 Approved Polywrap CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN USPS AFSM 100 Approved A PUBLICATION OF BRUNICO COMMUNICATIONS LTD.

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ST.25392.Bose.indd 1 2014-09-24 4:26 PM OCTOBER 2014 • VOLUME 25, ISSUE 8

Brand of the Year Tim Hortons enlists some uber-Canadian contest judges: Jason Priestley, Jann Arden, Ben Mulroney and Anna Olson.

17 33 36

Brands of the Year Also trending Aeroplan grows up They’re as Canadian as maple syrup, From a hockey player to a vodka For its 30th anniversary, we look back and this year’s picks have experienced brand, see what else made our at how the loyalty program fi nally very sweet success notable list created its own brand identity

4 Editorial The ice bucket cometh • 8 Upfront Cheerios come together, cause marketing gets new life and the drawbacks of glorifying “superwomen” • 12 So your campaign went viral, now what? Experts weigh in on what to do in the aftermath of sudden popularity • 14 For the love of Tinder The dating app becomes the new guerrilla- campaign breeding ground • 40 The PROMO! Awards activated everyone's smiles • 44 Forum David Grisim on lessons he wishes he’d known before working for a startup, and Emma Hancock on bringing back the real science of advertising • 46 Back page Saatchi & Saatchi breaks down the impact of hipsters on the industry

Our strong and native Brands ONO THE COVER: There’s nothing quite as Canadian as Tim Hortons, this year’s overall Brand of the Year of theYear WELCOME TO TIMS winner. Talk to someone beyond our borders – when you say “Tim Hortons” they immediately equate it with NATION Canada, and when listing characteristics of Canadians, “they all love Tim Hortons” is often uttered. Just ask

Herschel, U.K.-based illustrator Gary Neill, who created this month’s cover, and we’re sure he’d agree. As it turns out, all TD, WestJet & Beyond the Rack of this year’s BOY winners were born right here in the Great White North, and we couldn’t be prouder of the

OCTOBER 2014 • $6.95 whole bunch. How’s that for patriotism? Accidentally viral, now what?

Brands find love on Tinder • CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN CANADA USPS AFSM 100 Approved Polywrap Approved 100 AFSM USPS CANADA IN PRINTED 40050265 NUMBER AGREEMENT POST CANADA A PUBLICATION OF BRUNICO COMMUNICATIONS LTD. October 2014 3

Contents.Oct_14.indd 3 2014-09-24 8:55 PM october 2014 volume 25, issue 8 The viral icing on the cake www.strategyonline.ca vp, publisher | mary maddever | [email protected] editor | emily wexler | [email protected] hen the $12.5 billion merger between Tim Hortons and Burger King W was announced in August, many consumers were up in arms. It art director | tim davin | [email protected] wasn’t because Tim Hortons would change the look of its restaurants associate editor | megan haynes | [email protected] to resemble BKs, or that it would start eliminating menu items, or selling special reports editor | jennifer horn | [email protected] Whoppers with Double-Doubles. It wasn’t because prices would go up or news editor | matthew chung | [email protected] they’d shut down Tims locations. It wasn’t any of those things because nothing copy chief & writer | tanya kostiw | [email protected] had actually happened yet – it was the mere possibility of those things. contributors | david grisim | emma hancock | jessie sternthal Imagine your brand is so ingrained in a country’s culture that the possibility advertising sales supervisor | neil ewen | [email protected] of it changing has people protesting on Facebook and calling for boycotts. Now account manager | kelly nicholls | [email protected] that’s a powerful brand. marketing co-ordinator | alex khotsiphom | [email protected] When we chose Tim Hortons as our overall Brand of the Year winner, the BK merger hadn’t happened yet. It wasn’t until our associate editor Megan Haynes had started writing the CORPORATE story that the news hit. But the coverage and reaction to president & ceo | russell goldstein | [email protected] the merger reinforced why it was chosen. vp & editorial director | mary maddever | [email protected] This was an interesting year for Tims – it got a little vp & publisher, realscreen | claire macdonald | [email protected] riskier. It played with innovative concepts like serving vp & publisher, kidscreen | jocelyn christie | [email protected] vp & chief beer. It created buzz-worthy activations that went viral. vp administration & finance | linda lovegrove | [email protected] And is there anything riskier than a massive merger? vp information officer | omri tintpulver | [email protected] Time will tell if the risks pay off. It could be argued that all of our Brand of the Year production & distribution supervisor | robert lines | [email protected] winners went viral this year, one way or another. senior manager, audience services | jennifer colvin | [email protected] By now most people know about WestJet's success manager, audience services | christine mcnalley | [email protected] with its “Christmas Miracle” video, in which it gave out gifts to unsuspecting passengers. A similar stunt by a how to reach us Strategy, 366 Adelaide Street West, Suite 100, Toronto, Ontario, Canada M5V 1R9 different brand might have felt forced, but WestJet spent Tel: (416) 408-2300 or 1-888-BRUNICO (1-888-278-6426) Fax: (416) 408-0870 years building its reputation as caring for its customers. www.strategyonline.ca TD went viral with its “Automated Thanking customer care To order a subscription, visit www.strategyonline.ca/subscribe. To make a change to an Machine” that also handed out gifts, again tying into its existing subscription, please contact us by email: [email protected]. reputation for being good to those who bank with it. Tel: (416) 408-2448 Fax: (416) 408-0249. PO BOX 369 Beeton ON L0G 1A0. You could argue that Herschel is a brand whose products themselves have subscription rates STRATEGY is published 12 times per year by Brunico Communications Ltd. gone viral – from zero to “everyone on the sidewalk has one” in ive short years. In Canada: One year CA$80.00 Two years CA $144.00 And Beyond the Rack, which lives online, has amassed a 13.5 million (HST included. Registration #856051396 RT) Single copy price in Canada is CA$6.95. Please allow four weeks for new subscriptions member base and gotten the attention of big brands like Shoppers Drug Mart. and address changes. For this year’s BOYs, going viral was the icing on a cake they had been copyright and trademark carefully baking for years. Read about their journeys starting on p. 17. STRATEGY and the tagline “Bold vision brand new ideas” are trademarks of Brunico Communications Ltd. All rights reserved. Nothing may be reproduced from STRATEGY in whole The other big story that came and went as we were working on this or in part without written permission. Reprint requests should be sent to issue was the Ice Bucket Challenge. While by now it’s safe to say we’re all [email protected]. © 2014 Brunico Communications Ltd. a little iced-out, it serves as a fascinating case study of a brand going viral postmaster notification Canadian Postmaster, send undeliverables and address changes to: Strategy, PO BOX 369, unintentionally (the brand being the actual ALS societies). What do you do Beeton ON L0G 1A0 [email protected] U.S. Postmaster, send undeliverables and address changes to: Strategy PO BOX 1103 when you’re suddenly the most popular thing on the internet and you had little Niagara Falls NY 14304 Printed in Canada. Canada Post Agreement No. 40050265. or nothing to do with it? The ALS Society of Canada handled the whole thing ISSN: 1187-4309.

like pros, and big brands could learn from this non-proit (see p. 12). Member of And in case you’re wondering, no, I didn’t dump a bucket of ice water on my head, but while many questioned the intentions and eficacy of the whole thing, any initiative that brings millions of dollars and attention to a deserving cause We acknowledge the fi nancial support of the Government of Canada through is okay with me. the Canada Periodical Fund of the Department of Canadian Heritage. So which brands will go viral in 2015? It’s anyone’s game, really. Just remember that it's the icing. You need to bake the cake irst.

Emily Wexler, editor

4 www.strategyonline.ca

EditMasthead.Oct_14.indd 4 2014-09-24 8:59 PM DIRECT MAIL WAS A KEY MARKETING TOOL FOR PRINCESS AUTO.

Trevor Rempel, Marketing Analyst, Princess Autoto LtLtd.d. “Those who redeemed the offerfferendedupspendingclosetothreetimestheirnormalspend ended up spending close to three times their normal spend.” NEARLY 3X THE SITUATION: Princess Auto is a retailer that specializes in equipment, tools and more. They wanted to MORE promote a storewide sales event to clear their inventory. customer THE SOLUTION: spending To create a sense of urgency, Princess Auto chose a new tactic to promote their limited-time offer: sending Addressed AdmailTM postcards with Canada Post. THE BOTTOM LINE: Customers who responded spent 300 percent more than usual. For every dollar Princess Auto put into their postcard campaign, they got more than six back in sales.

USE THE POWER OF DIRECT MAIL TO GROW YOUR BUSINESS. To see how other businesses have grown with Direct Mail, visit canadapost.ca/Growth

TMAddressed Admail is a trademark of Canada Post Corporation.

CPC_140200P_M_PA_SM.inddST.25470.CanadaPost.indd 1 1 2014-09-249/22/14 5:32 4:27 PM PM october 2014 volume 25, issue 8 What’s behind the Canadian sweep? www.strategyonline.ca UPCOMING EVENTS

e didn’t set out to pick Canadian-born Brands of the Year, it just TORONTO / ONTARIO SCIENCE CENTRE / OCTOBER 30, 2014 W happened. And Canadian ideas are getting more podium time, such as at the PROMO! Awards. National brands – or global ones with made- in-Canada programs – made a strong showing. One of the Best of Show nods went to Canadian Tire's "Ice Truck" by Taxi, and what could be more authentic? I asked for thoughts as to why the Brands of the Year all waved the Canadian flag, and the ongoing push to use global creative was flagged. Tony Chapman said an all-Canada roster could be the wake-up call brands need. “Many global brands are standing on a one-size-fits-the-world marketing SUBMISSION DEADLINE: OCTOBER 31, 2014 platform. Its very design is to drive efficiency and consistency, which powers pricing and preserves profit, but not necessarily speed or local market relevance.” SHOPPER He says this gives made-in-Canada brands an unprecedented advantage. “They can't match the INNOVATION scale of the big boys but they can certainly be AWARDS faster at identifying consumer insights and media opportunities that matter to Canadians, better at developing relevant products and content and more efficient at deploying tactics.” ALSO IN THIS ISSUE... That applies to a lot of the work we’ve seen win. Taxi chairman Paul Lavoie – who originally opened a New York office to make sure the agency didn’t lose accounts to the global alignment trend – is now spending more time in Canada with CEO Rob Guenette, focusing the agency on relevant, fresh work that gets results. He cites the agency’s PROMO! Awards showing for clients from Boston Pizza to Kraft and Canadian Tire as an example. Beyond positioning an agency as effective, he UPCOMING SUPPLEMENTS pegs the value of awards as recruitment and morale. So on that front as well, the brands that have Canadian creative leadership trigger the most passion and ROI. December/January In the landscape of brands, where some global brand managers function as NATIVE NOW: BRANDED CONTENT international campaign stewards, Lavoie says the focus on getting the work with & INTEGRATION the most scope for Canadian-unique creative has intensified. COMMITMENT DATE: NOV. 1, 2014 “Made in Canada” also drives AORs to pursue more activation work, which Lavoie says has a ton of creativity and has gone from contests to ideas – like February/March "Ice Trucks" – which are more in the Titanium realm: “Below the line, topline, BIG DATA consumers don’t see that. We make up these distinctions.” COMMITMENT DATE: JAN. 5, 2015 Bottom line, global creative recycling seems to be giving the brands whose decision-making lives here a home court advantage, with agency partners vying For details please contact your rep: to work on business where they can affect tangible results. Neil Ewen If you missed PROMO! check online to see the results that locally-baked [email protected] programs generated, and if you’ve done work of that calibre, check out the 416-408-2300 x248 Shopper Innovation Awards and enter your cases. And come celebrate the Brands and Agencies of the Year at AOY. Be inspired by all the made-in-Canada Kelly Nicholls programs, so you can make a case for investing in more of them. [email protected] 416-408-2300 x444 Cheers, mm Mary Maddever, publisher, strategy, Media in Canada and stimulant

6 www.strategyonline.ca

Publisher.Oct_14.indd 6 2014-09-24 9:02 PM ST.25325.NABS.indd 1 2014-09-24 4:28 PM AGENCIES DOWN FOR THE CAUSE By Matthew Chung

With brands shifting their thinking about CSR – from risk- mitigating technique to business catalyst – it’s only natural that agencies follow. KBS Canada, which already works with the likes of World Vision Canada and The Keg Spirit Foundation, last month launched a CSR division, Cause Company, to brand that work and attract new clients from the non-profi t sector, along with government and profi t-driven businesses that do charitable work. The branding move comes about a year after Toronto’s PROMO! AWARDS Smith Roberts rebranded as Corktown Seed Co., an agency that focuses on cause marketing. CROWN A DUO While not a new concept (Toronto agency Stephen By Jennifer Horn Thomas has worked exclusively with non-profi ts for more than 30 years and JWT launched what’s now known as JWT he creative crème de Slugger, Boston Pizza, Mio and Ethos in 2002), the cause marketing space has been heating T la crème of Canadian Kraft Dinner. up. It’s a trend driven in part by consumers – 91% of them are brand activations WestJet, Studio M and likely to switch brands to one associated with a good cause, was recognized at the PROMO! Mosaic’s “Christmas Miracle: according to a 2013 Cone Communications study. Awards last month. And Real-Time Giving” video that although, in most cases, there made global waves around the can only be one big winner, holiday period last year, picked this year two campaigns up three Golds at the show, (commercial and cause- while Unilever won two for the related) won Best of Show “Magnum Pleasure Store” (led titles. The irst was given to by Mosaic). Canadian Tire and Taxi for the Leo Burnett also took “Ice Truck,” while the second home a stockpile of PROMO! went to World Vision and Awards, picking up a Gold and agencies Real Interactive and Bronze for Raising the Roof’s Cause Company leader Marie Magnin and Tony Chapman at a KBS for “No Child for Sale.” “Repackaging Help,” a Silver Global Citizen Festival event at KBS. Not only did World Vision and Bronze for AMC’s “The and its agencies receive the Walking Dead Rotting Finger Corporations are also giving more, with donations coveted award, they also won Countdown,” a Silver and increasing 581% between 1990 and 2009, according to two Golds and one Silver for Bronze for Yellow Pages and Imagine Canada, and spend on sponsorship has also been the campaign that juxtaposed Bronze for work with Earls climbing. In 2013, corporate cause sponsorship in North scenes of North American Kitchen + Bar and TD. America was up 4.8% ($1.78 billion) from 2012. But it seems consumerism with that of As for another big winner, brands are coming up short in ensuring consumers are aware children sold into slavery in Cossette won Gold and of this investment, with around 70% of consumers in the developing countries. Silver prizes for its “Minute global Cone study saying they are confused by the messages Canadian Tire and Taxi of Silence, Minute of Hope” brands use to talk about their CSR efforts. also walked away with a Gold campaign for Amnesty That adds up to opportunities for agencies like KBS, which for their campaign, which International Canada, as has set a goal for Cause Company to bring in upwards of 15% showcased a car made almost well as a Gold for its work on of its total revenue. wholly of ice, save for the Chevrolet Spark’s sponsorship “There are a lot of charitable organizations, and a lot of engine, tires and battery. And of Osheaga 2013. competition for share of heart and wallet and I think that is the agency also won three To read how all these going to continue to intensify,” says Marie Magnin, who leads Golds, four Silvers and a winners did it, visit Cause Company. Bronze for work for Louisville Promoawards.strategyonline.ca.

8 www.strategyonline.ca

Upfront.OCT_14c.indd 8 2014-09-25 3:06 PM BOO-WORTHY BRAND OPPS By Tanya Kostiw

Just because your brand doesn’t make its way into the pillow sacks of trick-or-treaters on Halloween night doesn’t mean you can’t get in on the fun. Here are a few sweet suggestions for breaking through during the spookiest time of the year.

TRACK THAT TWEEN OP-ED A rite of passage for tweens has always been to go out trick or treating without pesky parents GET SUPERWOMAN to cramp their style. But sending your kid out without adult supervision can be worrisome. A DRINK By Jessie Sternthal Enter the Track My Tween Trick-or-Treater, an app brought to you by a mom-friendly “Stop the gloriication of busy” said a quote that zipped around retailer like Walmart or Target, with some help the social feeds recently, with hundreds of likes and dozens of from Google and its maps. Parents and kids shares. could input a pre-determined trick-or-treating route, with the tween checking It’s a wonder any women had the time to like or share it. in via their smartphone at established locales to receive points, which can be Because from where I’m sitting, we’ve been frighteningly busy. redeemed for swag or discounts in-store. If they forget, they get a reminder to Ever since Melanie Grifith and her shoulder pads snagged that their phone. corner ofice in Working Girl circa ’88 to a Carly Simon score, Mom then receives a notifi cation to her smartphone to let her know her little we’ve letttttttt the river runnnnn…us all over. Katniss Everdeen or Spiderman has checked in safely, which is brought to her by We strived for and became superwomen. And, not surprisingly, a CPG brand the retailer carries, like Tide or Kraft, looking to associate itself with advertisers have certainly dialed into and leveraged that. mom and the well-being of her kids. The notifi cation would offer her coupons and

A few years ago I wrote some spots for a national coffee push to the retailer’s website. HALLOWEEN PHOTOS FROM TOP: FLICKR CREATIVE COMMONS JIM, THE PHOTOGRAPHER; COLL ANDERSON BETH REYNERMEDIA; brand that mainly targeted the modern, super-busy woman. The spots won over client and agency, but they didn’t win over focus RED BULL GETS SWEETER groups. Turns out, Canadian women in both Quebec and Ontario Silly marketers, trick or treat isn’t just for pretty much hated being represented as the superwoman – even kids. Red Bull has shown us no space is though the women in the spots were heroes and conquerors of untouchable by literally going to space their busy-ness! Not victims of it. Some members of the groups (well, technically the stratosphere), so why found the work “stressful” to watch. Others didn’t appreciate how shouldn’t it make a Halloween play? Of course “imperfect” the women’s lives seemed, while others still were we wouldn’t advocate giving Red Bull to the down right “offended.” trick-or-treating crowd, but a space-esque Even though almost 100% of the women exposed to the partnership for co-branding opps with candy concepts found them comical and true, they rejected them. Why? like Mars or Rockets (such as a treat for kids and a mini can for the tired parent Calling out how busy their lives were was simply un-aspirational. chasing after them sold together), could take the brand to new heights. Glorifying busy, as it turns out, wasn’t a glorious idea. But that doesn’t mean avoid busy all together. Amex’s Tina COUNTING CANDY (AND CALORIES) Fey campaign is awesome, musing about her own busy life and Ever heard of Valentine’s Walk off Your how Amex helps. It alludes to our busy lives but doesn’t crush Poutine, an app that tracks when you’ve us with it. walked off enough calories to indulge in the If done well, busy can be good business. But maybe we should dish? A brand like Lay’s or Cadbury could take a cue from all those likes and shares, and “STOP THE develop a similar Halloween-themed tracker, GLORIFICATION OF BUSY.” Because if busy-ness continues to be inviting consumers to kick off the calorie- a stand-in word for “successful” or “fulilled” or “happy,” then we burning on Halloween night, counting their might all be on our way to becoming a little nutso. steps and letting them know when they’ve Jessie Sternthal is a senior writer at Marketel’s Marketelle. walked off the equivalent of a treat. Milestones could be rewarded along the way with coupons and special offers. We just wonder how many steps it takes to burn This story was a top post from strategy’s new online off an entire box of those fun-sized chocolate bars... newsletter. For more: Strategyonline.ca/subscribe

October 2014 9

Upfront.OCT_14b.indd 9 2014-09-24 9:03 PM EMBRACING THE CHEERIOS EFFECT It’s all about coming together in this new masterbrand campaign for the cereal By Megan Haynes

loved ones. For example “Lisa and Annie” tells the story of cousins who struggled to connect growing up, but found a way in adulthood. The camera pans out to show that Annie is deaf, and the pair communicates via sign language. The campaign will drive people online where they will be encouraged to share their own tales of connection. It will roll out across all the brand’s touchpoints, from in-store to digital. Updated packaging (featuring explanations of the new masterbrand positioning layered on top of the existing package) will also roll out in the fall, helping explain the new positioning. The campaign will be in market until spring 2015. “In the world of features and beneits, the yellow box of Cheerios was very simple and pure. Honey Nut Cheerios provided more lavour and indulgence and attracted a different consumer,” Doolan says. “So we built a 14% share in the category by respecting what’s unique about each business. But at the same time, you can’t deny A spot in the new or the irst time in its long history, General the fact that they’re all a simple, loaty little O.” campaign tells the story of two dads F Mills is giving Cheerios a single voice. Each individual line will maintain its own adopting their The CPG company has unveiled a new brand identity, Doolan says, and individual brand daughter. masterbrand campaign that spans all seven lines of the communication (such as Honey Nut Cheerios’ Bee cereal brand, which together represent a 14% share of mascot) will still be used occasionally to help drive the market. speciic brand targets. But he says they are still very The branding is built around the concept of connection, early in the planning process, and the new masterbrand says Jason Doolan, director of marketing, cereal, General push will take up the majority of the media spend in the Mills, and is inspired by the “Cheerios effect.” coming months. This new positioning will become the An actual scientiic term named after the cereal, the brand’s core messaging, designed to lift the entire line. Cheerios effect occurs when small objects loating in The cereal category has been stagnant to declining, liquid are drawn together. Doolan adds. On-the-go meals and QSRs have been “The Cheerios effect is a perfect metaphor for taking away share from the cereal space, prompting the what people do in life as well,” says Glen Hunt, chief brand’s deep dive. transformational oficer and CCO at Cossette, which The decision was made back in the winter to build created the campaign. “[There is] this idea that at our the masterbrand campaign around shared values with very core, we are these simple little Os.” Canadians. “Before the Cheerios effect [inspiration], we The campaign soft-launched in September with a were spending some time on the issue of connection,” 15-second teaser commercial that features Cheerios he says. “We live in an increasingly disconnected society. coming together in a bowl, explaining the effect. But when we looked at the heritage of the brand, we’ve In October, the brand will ramp up its efforts, with always had a theme [of connection] behind the subset new longer-form spots rolling out on TV and online. of Cheerios, whether it’s a toddler and her mother, two The loating Cheerios continue, but are overlaid with children playing or a young couple.” voiceovers of people telling stories of connection with

10 www.strategyonline.ca

Upfront.OCT_14b.indd 10 2014-09-24 9:04 PM SPONSORED SUPPLEMENT Branded Content & Integration

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AD-p11B.indd 11 2014-09-24 8:44 PM BY MATTHEW CHUNG So you went viral, now what?

Brands have been busy of late creating experiences for consumers and sharing them in online videos – from an ATM that delivered prizes to a fridge that dispensed beer for singing the national anthem. And for a few weeks this summer you couldn’t scroll through a Facebook News Feed without seeing someone dump ice water on their head. These viral videos garnered millions of views, and in the case of ALS societies across the globe, millions in donor dollars. But how can marketers guarantee these campaigns add up to long-term growth – and not get them pilloried by the Brands and agencies got in on the public? And how does a brand leverage a viral effort started Ice Bucket Challenge, with execs like Aldo Cundari getting doused. outside of its boardroom? Industry pundits weigh in on how to navigate the fortune and fallout of going viral.

RIDE THE WAVE

The Ice Bucket Challenge was started by a young could never have predicted its mass popularity. But man living with amyotrophic lateral sclerosis (ALS), we started setting up infrastructure to meet demand who personally challenged his friends and family. and ensure we were “irst in market,” setting up an In that initial video, he directed the momentum of Ice Bucket Challenge website and ensuring the public an existing activity to a charitable area to which he knew we were available to answer questions. was deeply connected. The challenge solidiies that people want to LEVERAGE SUPPORT NETWORKS be a part of something that has meaning – they We harnessed the support of the media, conducting Tammy Moore appreciated it was not contrived by an organization. close to 100 interviews. We brought together our is interim CEO, It was never our campaign, so our role as brand provincial societies for regular update meetings to ALS Society of managers was to ensure we aligned to meet public help us adjust and evolve our key messages. With Canada demand and expectations. Still, we learned some things moving quickly, it was critical for everyone to lessons from which other brands can beneit. be aligned. In some ways, it worked in our favour to not be too BECOME A PART OF THE STORY corporate and polished in our response, as it showed As the leading non-proit ALS organization in our grassroots connection. But as the challenge’s Canada, our success was dependent on respecting popularity grew, it became hard as expectations to and understanding that this challenge’s power respond increased, so we had to add more resources. came from being unbranded. We approached it not as a marketer, but rather as an equal participant, STAY FOCUSED integrating ourselves into the story by making There was a lot of noise and clutter surrounding our sure we were seen within social realms answering organization and the challenge itself. Staying focused questions, commenting on posts, re-tweeting videos on what truly matters – fulilling the public’s need and acknowledging and validating the public’s to contribute and be validated in a transparent way efforts to support the community. – helped to disempower attempts to shed a negative When we heard rumblings of the challenge, we light on both public efforts and our organization.

12 www.strategyonline.ca

Decon.Oct14.indd 12 2014-09-24 8:58 PM HEED THE HAZARDS

Every marketer dreams their idea will go viral. But, conversation. This has been said before, but worth like Frankenstein’s monster, creating something repeating: prepare in advance responses to topics with a life of its own has potential pitfalls. Here are of frequent criticism and install a rapid response a few, and how to handle them. team. Journalists in particular are going to look for dissent and opposition to tell a balanced story. LOSS OF CONTROL Your campaign is now pop culture and no longer YOU JUMP THE SHARK strictly your own. Your video might appear on Oh my God! We love it! We love it…we’re over it. Alison King websites that you’d prefer not to be associated with. Things move fast and you’re going to be old news in is president of Your beloved mascot might become a meme. a heartbeat. So, don’t give it all away the irst time independent PR You need to decide if your organization will be you ind yourself with an audience. Consider the agency Media comfortable letting go. You don’t need to jump in overarching narrative arc for your campaign and Profi le with both feet on the irst try, but ensure being risk- how different tactics will allow you to evolve the averse won’t hinder your ability to be competitive. story over time. There are some fairly predictable phases – discovery, speculation/editorializing and THINGS GO BAD then the story of the campaign’s origin. Be ready to Social media allows you to speak directly to your participate but also be ready to exit stage left when fans, but it also allows your critics to join the your arc is done. Always leave them wanting more.

MAKE IT MEANINGFUL As large Canadian brands continue to humanize effective relationships with their consumers/fans themselves through social media, we’re seeing a today, they must fully embrace the same dynamics glut of content being manufactured and packaged that help marriages and friendships persevere – for the sole purpose of building stronger consumer- mutual respect and admiration, transparency and centric relationships. Branded “viral” videos, empathy. The real reward is the transition from delivered through the lens of uplifting gestures of short-term brand afinity to long-term brand loyalty, social goodwill, tug at heartstrings, exercise tear and this can’t be achieved through viral videos alone. ducts and feast on our natural human inclination to It has to be an organization-wide commitment to be Geoff Craig has share emotionally-driven, uplifting stories with our authentic, transparent and community-focused. a history with social graphs. No matter what the viral execution is, it still has to viral videos for This movement to personify brands and live up to and meet the fundamental beliefs, culture brands like Dove, showcase their sensitivity shows no sign of slowing and strategy of the brand. Any manufactured viral and most recently down. However, it must be asked whether this attempt by a brand should be viewed as a single “The Undeading,” technique is effective in building authentic, long- execution that supports a larger overall strategy. using zombies term relationships with fans and followers, or if it Flash mobs (one of the earlier forms of social viral to promote CPR, alienates and appears self-serving. marketing) are a perfect example of one-off thinking: as CMO of the I believe as more brands jump on this method the vast majority were stand-alone pieces that would Heart and Stroke of corporate social responsibility, consumers occasionally go viral because of their uniqueness, but Foundation will grow increasingly skeptical and desensitized typically never laddered up to a strategic insight or to this “feel-good” content. A by-product of the supported strategic initiatives. This ultimately made Photoshop and internet age has been an augmented them utterly forgettable and ineffective. wariness regarding what’s real and fake, and as Long-term loyalty is driven by a more complex brands continue to blur the line between being cocktail of bringing value and utility to people’s corporate conglomerates and community-oriented lives (often beyond the product or service itself), organizations, so too will our cynicism and and no entertaining cat video or a one-off, feel- suspicion of their motives and actions grow. good, tear-jerking stunt will achieve that loyalty If brands are to form authentic, lasting and Holy Grail.

October 2014 13

Decon.Oct14.indd 13 2014-09-24 8:58 PM BRANDS SWIPE RIGHT BY MATTHEW CHUNG

Tinder, the location-based app that lets users make new connections (or turn them down) with the swipe of a thumb, is proving a hot property. You’d understand if it has the hearts of some brand managers palpitating, since the majority of its users are millennials. But it’s still a tricky space for brands to fl irt with, and not just because of the risk of rejection. Earlier this year, U.S. broadcast co Fox and Tinder formed a partnership for The Mindy Project, creating profi les for show characters, and Tinder is on record saying it wants to monetize the app. But currently, its offi cial terms of use forbid using it for commercial purposes. Tinder didn’t respond to requests for comment, but it’s obvious that a few brands, including some bold Canadian ones, are getting in the game with guerrilla campaigns. Since the platform is free to join, it’s a potential hotbed for testing programs like these. Do these executions disrupt the experience or help ingrain a brand with the hip kids? You be the judge.

ROSIE ANIMAL ADOPTION’S CUTE PROFILE PICS rawing on the insight that Blais says the agency had some at irst, but it will get you one-on- people are looking for concerns about how consumers one conversations with potential companionship on Tinder, would react to the ads but most guardians,” he adds. DQuebec-based Rosie Animal people responded playfully. For Results have been encouraging. Adoption and Montreal agency instance, one person wrote, “Let’s The irst two dogs to go on Tinder DentsuBos sought matches for get married. You’re my type, white – Sookie and Gracie – found homes “man’s best friend” on the app. and luffy.” shortly after the app launched in the Their campaign included putting “We thought since we are doing spring and the agency continues to proiles of pooches on the platform it just one dog at a time, we are load new proiles of adoptees. with bio info that listed interests disrupting the process but not More recently, New York shelter such as “enjoys long walks in looding it only with dogs,” Blais Social Tees Animal Rescue and the park” and “good food with says. “We told [the adoption service], the intern program at agency BBH good friends,” says Xavier Blais, you probably won’t get a lot of launched a similar initiative called copywriter at DentsuBos. dogs adopted through this process “Puppy Love.”

14 www.strategyonline.ca

Creative.OCT_14.indd 14 2014-09-24 8:56 PM NESCAFÉ GETS HOT AND STEAMY estlé Canada wanted to arouse millennials’ interest in its Nescafé 3 in 1 coffee (packets containing a mix of instant coffee, whitener and Nsugar). So, working with agency OneMethod Digital + Design, it created three online vids for its “Threelly Awesome” campaign, with each clip featuring three animated characters that morph to become one (three in one, get it?). Rather than promote the vids through the usual digital channels, the brand launched a campaign on Tinder in September during post-secondary school orientation week, at more than 40 Greater Toronto Area campuses (the app has a 160 km radius for inding matches). They created animated proiles for the characters – including a horse, a lighter and a mermaid – and wrote witty bios, such as this line from the proile for Flint, the lighter: “I’m tough like steel but I can melt your heart in a second… Think we can ignite something?” When someone swiped right on the proile, likely hoping to connect with a potential date, they found out the Steve Miller, VP and CD at OneMethod, says Tinder person on the other end was in fact a brand. Social media had not pulled the proiles or contacted them since the managers at OneMethod sent a suggestive message that campaign launched, and the response from what is usually included a link to the YouTube videos. For instance, the a cynical demo has been largely positive. horse character wrote to one suitor: “Before you decide “For the most part people have had a lot of fun with it. to go for a ride with me, why not get to know me a bit They have even taken on personalities as they talk back better by watching my recent debut on YouTube.” The with us, almost like they are also a character,” he says. community managers would also engage in a response “The proile pics are fun and the write-ups are funny, so when someone left a message. there is a story there. I think it’s a rewarding experience Ryan Saunders, marketing leader, coffee, at Nestlé, as opposed to a brand going onto Tinder and putting [up] acknowledges there was risk involved venturing onto a their product.” new platform, but says the goal of the campaign was to Since the videos were only promoted via Tinder, Miller have some fun and surprise consumers. attributes the views (almost 500 as of press time) to “To get noticed you have to get creative, take chances, be people clicking links in the app. different and be brave,” he says.

AGENCIES GET IN ON THE ACTION few enterprising creatives have been taking a swipe out of Tinder’s playbook. Vancouver’s Pound & Grain unveiled an app last month at TIFF to help users with similar movie tastes hook up for a viewing. Called Film Hearts, moviegoers selected a fl ick they wanted to see and discovered others looking for a Awatching buddy (it sounds a bit like a fi rst date to us). About 600 people interacted with the app. Meanwhile in Europe, there’s no love lost at Dutch agency Woedend! It’s seen the way the industry is going and decided it wants to help grease the revolving door for brands and agencies. It launched Pitcher, a mobile app that marketers can use to swipe through more than 60 Amsterdam-based creative shops. Users can swipe right to put an agency on their shortlist, then send out an invite for pitches with the touch of a button.

October 2014 15

Creative.OCT_14.indd 15 2014-09-24 8:57 PM THE INDUSTRY’S BEST ALL IN ONE PLACE.

(We’re not lion.)

Tickets on sale now! aoy.strategyonline.ca Also awarding: B!G + Brand of the Year Group rates contact Joel Pinto [email protected] or 416-408-2300 ext. 650

+ MEDIA, DIGITAL & PR

October 30, 2014

ST.25454.AOY_HA.indd 1 2014-09-23 4:42 PM BRANDS of THE YEAR

Viral content has become the Holy Grail – forever sought-after, yet highly elusive. And when a brand attempts to go viral with a campaign, it’s even harder to break through. You need to combat consumer skepticism, while executing a brilliantly clever idea. So how do you do it? Simple: be a Brand of the Year. ➽ In other words, build a brand that consumers love and refl ect your brand values in your marketing. Make it convincing by making it true. ➽ All of this By byear’s winners – Tim Hortons, Herschel,r WestJet, TD and Beyond the Racka – EMILY WEXLER experienced viral success in some form. ➽ The Brands of the Year were chosen, not just for their viral abilities, but for a buildup of brilliant branding. They were narrowed down from an extensive list thanks to industry feedback and much deliberation. Simply put, these brands were impossible to ignore this year.

October 2014 17 ndsBOY.Oct14.indd 17 2014-09-24 8:48 PM Crowning Tim Hortons This year’s overall winner celebrates its 50th anniversary with big birthday pushes, new products and innovative tech, and there’s no stopping this beloved Canadian icon BY MEGAN HAYNES

an you imagine pop-up, is the result of various out only by Google, Facebook, QSR as the number fi ve brand grabbing your next departments – from marketing Microsoft, Apple and Visa). in Canada. “Regardless of pint of beer at Tim to product innovation to store And a study of 1,000 Canadian age, gender, social status or C Hortons? How about design – blue-sky thinking female consumers by Marketel’s heritage, there is probably not watching the next hockey game about what could potentially women’s division Marketelle a single brand more universally Above from left: The on a TimsTV? exist, says Peter Nowlan, named Tims the most beloved loved by all Canadians than Tim ’95 “Lillian” commercial One day it could be a chief brand and marketing brand by women, claiming top Hortons,” it wrote. defi ned Tims’ marketing distinct possibility. offi cer, Tim Hortons. Though spot ahead of Walmart, Apple The coffee chain also ranked for decades; the store of he remained mum on which of and Starbucks (women from number 61 on global research the future with lager and This year, for its 50th touch-screens could be anniversary, at a franchisee those innovations would likely Quebec named it second-most- consultancy APCO’s loved in the works. trade show in Toronto, the see the light of day, he promises loved brand, preferring local companies list (which measures Canadian brand unveiled a that some are “in the works” pharmacy Jean Coutu). brands’ emotional connection), store of the future, complete right now. (The TV network “Nearly 40% of Canadian ahead of McDonald’s (69), the with a strawberry lager and already exists.) The entire women [cited] Tim Hortons as Yum! chains (78) and Starbucks coffee porter, not to mention thing generated lots of media one of their most adored brands,” (96) – and was the only touch-screens at the tables attention, he says, as folks the report said. “Asked why they Canadian company on the list. and an app that lets you place eagerly weighed in on what they liked Tims so much, women’s Only Subway beat the brand your order and pay, effectively liked and didn’t like. answers went way beyond the globally, coming at 32, in the jumping the queue. There were As the brand celebrates its cup of joe. No other brand in quick service space. plenty of decadent food options birthday, it’s riding a wave of Canada enjoys the emotional And people aren’t just and even a light coffee roast, love. Tims came in at number six connection that Tims does.” declaring their love – they let complementing the existing on Ipsos Reid’s Canadian Most This was echoed in an their wallets do the talking. The medium and dark roasts. The Infl uential Brands study (it was Interbrand study of Canadian chain has 27% of all market futuristic Tims, a temporary the top Canadian brand, beat companies, which named the share for QSRs in Canada

18 www.strategyonline.ca

BOY.Oct14rev.indd 18 2014-09-25 3:30 PM BRANDS of the ’14YEAR and 42% of traffi c – which is rolling out its well-known incredibly tied to the sport consumer photos from across more than the next 15 QSRs “True Stories” campaign in (having been started by a the country, aired to a modifi ed combined (including main 1995, featuring iconic tales Toronto Maple Leaf), for “I’ve Been Everywhere” by competitors McDonald’s, of Canadians and their love decades hockey was only ever Geoff Mack, it was the brand’s Starbucks and Subway). for a Double-Double, such as associated with the brand in experiential promotions that Its strong branding and “Lillian,” which featured a little a CSR capacity through garnered the most attention. results was a primary driver for old lady who trekked across Timbits Hockey. Working with digital AOR Burger King to pursue a merger the city each day simply to But this year, working OgilvyOne, the brand rolled with it (see sidebar on p. 20). get a cup of coffee. (Want to with Sidney Crosby, JWT and out a replica of the original Tims’ own research fi nds it hear more about the brand’s media AOR Mindshare, the Tims location in Hamilton, currently serves 75% of coffee 50-year evolution? Head to brand rolled out a spot ahead bringing back original patrons in Canada, said Marc Caira, Strategyonline.ca/timhortons). of the Olympics, featuring a (some former Maple Leafs) president and CEO, on an Politicians courted the “Tim crowd of people jumping the and employees, decking out investor call, and is winning in Hortons vote,” with Prime boards to help play the sport Toronto’s Yonge-Dundas Square the breakfast daypart “by a long Minister Stephen Harper going (appropriately named “Jump in ’60s garb, and inviting shot” (where it competes largely so far as to throw a celebration the Boards”), declaring hockey consumers to have a cup of against McDonald’s). Finally, it for the brand when it repatriated to be “our game.” According coffee or an original donut. is gaining ground in the lunch its headquarters to Canada to Toronto research fi rm The footage from the market, neck and neck with after the dissolution of its 1995 Solutions Research Group, campaign went viral, says McDonald’s, says Nowlan. merger with Wendy’s. despite not having run during Nowlan, garnering nearly With all this adoration (not But in 2009, competition the Games, it is one of the top 1.3 million hits, the brand’s to mention the fl urry of activity started heating up as brands like 10 most memorable ads from most successful digital video surrounding its anniversary, McDonald’s and Subway upped the Olympics – the only non- to date. new product innovation and their game, competing with sponsor on the list. That is, the most successful regular marcom), is it any Tims on lunch and breakfast. From there, the brand moved campaign until the brand rolled wonder it was named our The company’s U.S. straight into its 50th anniversary out its latest push online for overall Brand of the Year? expansion stalled, the brand campaign. And while it had a its new Dark Roast coffee (its The path to this love was an unable to catch on, competing traditional TV spot, featuring fi rst new blend since 1964). It incredibly slow one, of course, directly with Dunkin’ Donuts, simmering over the past half which has similar offerings Clockwise from top: Former power duo, a century. In the early years, and a much more entrenched Tims’ co-founder loyalty was largely driven by history. The brand was forced Ron Joyce and Dave under-the-radar advertising to close underperforming Thomas from Wendy’s; and expansion. In fact, most of locations. It made a failed Sid the Kid rallies the its early successes were really bid into the ice cream space, troops in a recent campaign; Tims from its roots in the community, pulling out of a partnership gets nostalgic for its says Alan Middleton, professor with Cold Stone Creamery this birthday. of marketing at the Schulich year, falling victim to Canada’s School of Business. long winters. The brand’s biggest What’s more, same-store advocates were its franchise sales slowed, and much of owners, and its biggest growth the success and steady profi t mechanism was its quickly growth was attributed to its expanding footprint. continuous expansion across It was an “of the community” the country. But now, it’s brand, with a small-town feel blanketed the nation and there’s that was incredibly popular little room left to grow. through to the ’90s. When Yet despite this slowdown, it brought on board its AOR 2014 was the brand’s most JWT (then Enterprise, prior exciting year to date. to a merger), the company Kicking off the year, the was really propelled forward brand returned to portraying as an iconic Canadian brand, hockey in ads. Despite being

October 2014 19

BOY.Oct14.indd 19 2014-09-24 8:49 PM Right: Tims turned featured a completely blacked- off all the lights for its out Tim Hortons in Quebec, Dark Roast launch; inviting consumer to come try It also tapped actor Jason Priestley to judge a cup of joe in the dark, based a consumer-created on the insight that without donut contest. sight, your other senses are heightened. The video garnered almost 2.6 million hits online, before it ever made it to broadcast. “I think this is the natural traditional heart-warming “True restaurant, garnering buzz on evolution of the ‘True Stories’ Stories” spots will continue social media. (The video Tims campaign, as we tell true to roll out every 18 months or made of the experience had not stories that consumers can so, but experiential activations yet gone live at press time.) actually experience [by taking will become a bigger part of Of course, consumer- part in the activation],” says the brand’s marcom repertoire. facing marketing is only half Nowlan, who joined the More recently, the brand the brand’s battle plan. At an sourcing competition, inspired by company in June after fi ve years turned a regular surburban investor conference earlier actor Jason Priestley’s reference at Molson Coors. He says the house in Calgary into a pop-up this year, the QSR rolled out to a fi ctional Tims donut a fi ve-year plan, and a big concoction on an episode of How factor was product and tech I Met Your Mother, saw a spike innovation (indeed, Middleton in entries this year from 63,000 cites product innovation as a in 2013 to more than 76,000, A WHOPPER OF A DEAL key reason Tims thrived the Nowlan says. Consumers enter This piece was being penned as news broke that a merger between Burger way it has, saying it encourages the campaign online, creating King and Tim Hortons was in the works, worth $12.5 billion, pending excitement and repeat visits, concoctions from a list of shareholder approval. BK was attracted to Tims’ strong profi ts and brand: allowing the brand to avoid fl avours and bases. The donuts despite having fewer than a third of the locations Burger King had, Tims consumer boredom). are sampled by a panel of celeb outperformed the fast-food joint on same-store sales. In 2013, Tim Hortons For example, its Dark Roast judges and then put to Canadian pulled in US$3.2 billion, to Burger King’s US$1.1 billion. allows it to more directly consumers to vote on. The As news rolled out, reaction from Canadians was swift, as Canucks compete with Starbucks, which winner takes home $10,000. decried the risk to the beloved brand – what would Burger King do to Tims? has darker coffee offerings. And in stores, the brand is Could we expect to see fries and Whoppers instead of Timbits and crullers? (In 2013, Starbucks rolled out rolling out a revamped look, with Media worried about what it could mean for the profi table company and a blonde roast in Canada to some locations getting more established brand. compete against Tim Hortons). modernized furniture, fi replaces On an investor call, Tims president and CEO Marc Caira and BK CEO Daniel Tims also unveiled warm kettle and even a network of TVs. Schwartz tried to assure everyone the merger would not change anything chips in a bid to increase basket This may just be the start at the branding level – the two companies would operate independently of size, says Nowlan. Since most for the brand as it eyes the next each other and everything would be business as usual. The merger, Caira people only order one or two 50 years. explained, would allow Tim Hortons to tap BK’s extensive global network items (coffee and a donut, It’s won breakfast, has and knowledge to help it with the “must-win” battle of its U.S. expansion, coffee and a sandwich), kettle its sights on lunch. Is dinner something it has struggled with. chips were a new product next? Perhaps one day soon But backlash and worry continued. A crop of stories rolled out explaining to consumers could conceivably you’ll pop into your local Tims Americans why Canadians were up in arms. “To Canadians, Tim Hortons — or have on the side – something for a bite and a pint to watch Timmy’s, or even just Tim’s[sic] — isn’t just a coffee and doughnut shop,” different than fries or salad. the next big hockey game. It’s wrote Colin Schultz for magazine the Smithsonian. “It’s a core component The brand also benefi ts already one of Canada’s most of the Canadian cultural identity — a part of Canadian identity that just got from the donut trend currently popular hangout spots, so it’s bought by a burger joint...For comparison, this is like a British company sweeping the nation, allowing not a far-fetched idea. coming over to America and buying Smith & Wesson or Jack Daniel’s or it to unveil more decadent Ford — if those companies didn’t just sell iconic American products but also offerings, such as a birthday happened to be the all-around top hangout spot in the country.” cake donut or an Oreo donut. And its “Duelling Donuts” program has soared. The crowd-

20 www.strategyonline.ca

BOY.Oct14.indd 20 2014-09-24 8:49 PM BRANDS of the ’14YEAR Herschel’s cool factor takes it global The Vancouver-based brand has the backpack and accessories market in the bag, with its nostalgia- dripping products touching nearly every corner of the world BY JENNIFER HORN

thought that there was a need for a classic brand that’s a bit nostalgic, but also modern.” “Our growth has been so staggering, it’s hard for anyone to relate to the number,” adds Lyndon. “In the last four years, it’s been something like 22,000%.” Herschel backpacks, bags, travel goods and accessories, with their signature canvas body and leather straps, sit in 6,000 retailers across 60 different countries. But that’s not to say the brand stops at the territories in which its bags are sold. Herschel has been visiting new places through consumers for about a year-and-a-half now, ever since it unfurled the “Well Travelled” positioning, which began with the brand asking anyone with the travel bug to submit stories and images from their voyages around the world As it has done for here’s a tiny town in collaborations, a smart retail brings in tens of millions of to its blog. previous launches of its Saskatchewan, home strategy and clever placement dollars in sales (as a private “We were late to the game for magazine, The Journal, to only 30 people. among infl uencers (like a gifting company, the brothers don’t a reason. We didn’t just want to Herschel (along with You’ve probably suite in the Instagram lounge at disclose specifi c numbers). jump on the social bandwagon partner Clarks Originals) T held an event at an never heard of it before, but the Cannes Festival of Creativity). “We didn’t think the market because it was the cool thing Amsterdam gallery for you probably know its name. Based in Vancouver, the had what we wanted to create,” to do,” says Mikey Scott, its third issue. Herschel is where two brothers, Cormack brothers decided to says Lyndon, who heads up Herschel’s global marketing Jamie and Lyndon Cormack, leave their careers in sales in sales, operations, fi nance and director. The brand registered began their journey toward 2009 to begin designing and marketing for the brand, while an Instagram handle and slowly creating a global, multi-million selling bags. In just fi ve short Jamie leads product design and began gaining followers – dollar bag brand, Herschel years, the company has grown production. The brand does all reaching 2,000 before it posted Supply Co. to employ more than double of its marketing in-house. “It’s any images — at least not until From humble beginnings, their its namesake town’s current not like we were trying to ride on it had a social strategy that felt company has established itself population, in places from anyone’s coattails or come up authentic enough to compete with the hip kids thanks to cool Hollywood to Hong Kong, and with a ‘me-too’ brand, we really with more established brands

October 2014 21

BOY.Oct14.indd 21 2014-09-24 8:49 PM on the platform. “In a digital age, outdoor-focused stores such we can go head-to-head with as MEC, nor does it stock its any brand and we’ll succeed by products in action sports- doing it in a personal, organic dedicated stores like Sport Chek. way, as opposed to brands that Instead, says Scott, the brand have a million followers, but no prefers to have its products curated stream.” carried in fashion and lifestyle- So the team decided to branded stores, both globally and offi cially launch its Instagram locally, such as Urban Outfi tters account with #WellTravelled, and Zumiez. inviting users to post images Lyndon says his team is Top and bottom: of places they visit using the and digital brand, but we also the fashion, action sports or also looking into doing more Models sport a hashtag. Herschel shares those put a lot of time into creating outdoor bag brands. Its customer collaborations with other brands, Herschel backpack images on its page and gives great images and stories, so we ranges from the pre-schooler to just as it has done in the past and duffl e bag in the credit to photographers (both use print as a way to not only the college sophomore to the with New Balance (creating 12 brand’s Fall 2014 Lookbook. amateur and professional) in the inadvertently help push retail working professional. shoe designs for the company), caption. The brand speaks to sales, but also help launch a And when you walk into as well as Clarks Originals, more than 370,000 Instagram season and to give consumers retailers that stock its products, Stussy and many others, which fans on a daily basis, with many more than a single [online] post such as Toronto’s Te Koop, it’s have been featured in The of the shared photos (which each week,” adds Scott. “Let’s typically the fi rst bag label you Journal and Herschel’s blog. usually involve someone wearing give [consumers] everything see, with prominent window As for new markets, he says a Herschel backpack amidst a on the season, and they can fl ip displays bringing attention to the company is being cautious majestic backdrop) generating through pages and learn about its bags. Herschel is even in not to get in over its head and 10,000 to 16,000 likes. the brand.” Apple stores as one of the tech enter new territories without What began as a social Herschel products are company’s laptop bags of choice. proper planning. “We’ve said strategy soon led Herschel to marketed as a companion for The brand invests in face time no to [some Asian] markets, we pursue other endeavours, such anyone, of any age, to travel with with retailers, heavily attending don’t sell in Pakistan, Mexico or as launching a magazine, called anywhere and everywhere — various trade shows, as well as parts of Latin America or Eastern The Journal, which is now in its whether that’s subway-hopping creating innovative retail fi xtures Europe,” adds Lyndon. “We third installment, as well as local in the city or jumping on a to hold its products. For instance, want to make sure we have all and global photo gallery events. plane to an exotic location, says Herschel recently partnered with our ducks in a row and enter in a Available only in retail all over Lyndon, adding he’s not aware Paris-based architecture fi rm really impactful way. We want to the world, the 150,000-copy of any direct competitors that Ciguë to create contemporary, look at what will work tomorrow, publication (which includes a play in the same category as yet utilitarian-style racks to hold and what will be scalable for digital version, with one article his brand. It doesn’t go after its bags in stores. years to come.” from the mag posted on the the same audience as many of Herschel doesn’t sell inside For now, Herschel is keeping Herschel website each week) busy with new designs for curates a collection of images headwear, launching ball caps that revolve around the notion of and beanies in time for the the brand being “Well Travelled.” holidays. “We feel that we [need It’s also seasonal and sets the to] bring a compelling story stage for new products, says to the market, and fi gure out Lyndon, with lookbook-style how our DNA fi ts into many images of the different lines different categories [like hats and worn by models in various parts shoes]…If we treat the [product of the world. To promote the category] with respect and launch of each issue, Herschel have the same attitude that we prints and displays photographs have with bags and wallets and from the magazine in galleries in computer sleeves, then I think cities across the world, from Los we will do a great job.” Angeles to Amsterdam. “We’re inherently a social

22 www.strategyonline.ca

BOY.Oct14.indd 22 2014-09-24 8:50 PM CHARLIE. OSCAR. NOVEMBER. GOLF. ROMEO. ALPHA. TANGO. SIERRA.

Bravo, WestJet. Congrats on being a Brand of the Year.

ST.25525.Publicis.inddWST_M_14_ADM_A.indd 1 1 2014-09-249/19/14 5:444:32 PM WestJet reaches new heights Please fasten your seat belts, make sure your seatbacks and tray tables are in the full upright position and prepare to read how years of building brand equity has landed the airline a spot among the country’s top brands BY MATTHEW CHUNG

ew brands can boast and 90 destinations. about 126,000 passengers, and that their arrival in As it sets its sights on taking registered a record load factor a community was its brand promise – people- (ratio of passengers to available Fcelebrated by a crowd driven customer service and seats) of 89.3%. of 1,000 people. value for money – to more When it comes to Yet when WestJet’s debut international destinations, and marketing, the airline’s viral fl ight between Calgary and fl ies toward its goal of being video, “WestJet Christmas Brandon, MB, touched down one of the fi ve most successful Miracle: Real Time Giving,” The brand’s culture became last fall, it was greeted by a international airlines in the world executed with agencies truly well-established in 2005, group of residents excited at by 2016, WestJet can refl ect on Studio M and Mosaic, has when WestJet and then-AOR the prospect of faster travel a banner year of achievements, already reached legendary Taxi introduced an “Owners” between the cities. when nearly two decades of status. Released in December campaign, which portrayed the The rollout of WestJet building brand equity yielded 2013, the video documents airline’s staff as a caring bunch Encore – a regional service to big-time recognition. passengers at airport lounges and leveraged the fact that, communities including Grande The company claimed a in Toronto and Hamilton being due to the company’s employee Prairie, AB, Thunder Bay, ON, spot on Interbrand’s biennial surprised by a virtual Santa share plan, which the majority and Penticton, B.C. – was Best Canadian Brands study Claus booth asking them what of staff are part of, they are all one part of the airline’s major in 2014 – at number 20 it was they’d like for Christmas, then also owners. expansion this year. It also the only airline in the top 25 shows WestJet staff hustling Indeed, examples of WestJet made its fi rst foray into Europe and one spot ahead of railway to get the “wish-list” presents staff members trying to brighten this June, fl ying 737s from Canadian Pacifi c, the only other onto a luggage carousel before up passengers’ days are not St. John’s, NFLD to Dublin, transportation sector entry. It those customers arrived in hard to fi nd. Search for WestJet and the service was so popular was also named Value Airline Calgary. It has been viewed on YouTube, for instance, and WestJet decided to extend the of the Year by industry mag Air more than 36 million times and alongside its branded videos seasonal route by three weeks. Transport World. took home Bronze hardware at you’ll fi nd passenger-fi lmed Above: WestJetters But beyond the successful On the fi nancial front, it the Cannes Lions International clips of the airline’s staff making celebrate the service expansion, the Calgary- reported a record second Festival of Creativity. customers chuckle. announcement based company’s entry into quarter with net earnings of But its viral success can be “Half of what made the of daily service new communities is signifi cant $51.8 million, marking the viewed as the culmination of success [of “Christmas between Penticton, B.C., known for its because it harkens back to 37th consecutive quarter it years of work, says the airline’s Miracle”], if not more, was peaches, and Calgary. WestJet’s beginnings in 1996 as reported a profi t. More people director of marketing David the fact it was a believable a western Canadian airline with are choosing to fl y with the Soyka. The video would not have and realistic story [based on] a fl eet of three Boeing 737s. airline as well – in August resonated with both consumers people’s experiences with us The Encore service it transported 1.9 million and the creative judges if it and our brand,” says Soyka. completes the return journey, if passengers (another record wasn’t grounded in a deeper Building on the vibrant you will, for a company that has for the brand), which was a brand story of providing great attitude of its front-line staff, since expanded to 120 planes year-over-year increase of service to customers, he says. Soyka says WestJet’s marketing

24 www.strategyonline.ca

BOY.Oct14.indd 24 2014-09-24 8:50 PM BRANDS of the ’14YEAR growth, airline analyst David Tyerman says, noting that as the company continues to grow, it will grapple with how to maintain the service current customers have come to expect. “They are very conscious that they do have this reputation of being egalitarian and of being the people’s airline,” he says. A big issue it likely grappled with was whether to charge a fee for the fi rst checked bag on domestic fl ights, a step it took last month for most fl ights within Canada and to the U.S., as its competitors do. “These are the kinds of things the company is wrestling with as their business model has changed over time,” Tyerman says. However, Bryan Kane, through space in silver tubes,” WestJet has navigated the president of Publicis Toronto, Soyka says. “But what makes turbulent airline space, eating says after various visits to the WestJet experience into larger rival Air Canada’s the brand’s Calgary campus, and brand different is the domestic market share while he sees a company deeply WestJetters themselves – competing against newer committed to its culture and they’re driven to care, they have entrant Porter Airlines. hiring people who fi t in with passion for a job well done and Now new challengers could the brand. an entrepreneurial spirit.” further darken the skyline, “When you talk about Brand That personality can also such as two proposed so-called of the Year, a lot of times it’s a be found in simpler brand Top: Toronto Blue Jays’ puts a “human aspect” at the messages, whether it’s ads Brett Lawrie stars in a heart of its communications. with the Toronto Blue Jays TV spot. Above: The That can include a viral hit like (WestJet is the team’s offi cial “Christmas Miracle” airline sponsor) or a seat sale video has amassed “Christmas Miracle,” or the more than 36 million follow-up Father’s Day video campaign, developed by the views. Right: The that also lives on the brand’s marketing team of about 20 brand partnered with YouTube page and has received people along with AORs Publicis “ultra-low cost” carriers – Jet campaign or a key initiative that Walt Disney Parks and more than 900,000 views. and Media Experts. Naked and Jetlines. The two people go back to,” he says. Resorts to launch a Done with Ronald McDonald Soyka points to a recent no-frills airlines, which are “I think the core of what sets custom-painted Boeing. House Charities, “Father’s Day Mother’s Day contest where currently courting investors WestJet apart is the culture and Surprise” tugs on heartstrings people entered for a chance to to get them off the ground, the understanding of the brand. and demonstrates the WestJet win two round-trip fl ights for would target people who fl y “It’s not something that has commitment to customers, as it their mother-in-law or mom infrequently by charging low been architected by a bunch shows how a WestJet employee to anywhere the company prices and including additional of senior level consultants…it trained for one man’s job to free fl ew. The ad for the “Send fees on everything beyond the is who they are,” he adds. “We him up to go visit his ill son. your Mother-in-Law Packing” fare. Meanwhile, U.S. low-cost won’t see WestJet waiver or go “At the end of the day contest included the smile- carrier Southwest Airlines is also in a different direction because [airlines] are all fl ying similar inducing copy: “If you like, we’ll eyeing the Canadian market. it is a part of who they are and equipment, doing a similar even bring her back.” WestJet may well face their communications are a mission of hurtling people With some wit and care, other pressures created by its refl ection of that.”

October 2014 25

BOY.Oct14.indd 25 2014-09-24 8:51 PM ST.25492.StudioM.indd 1 2014-09-23 4:43 PM BRANDS of the ’14YEAR TD gets close for comfort The bank has added a personal touch to an impersonal category, thanking its customers and touting convenience to be seen as a challenger brand BY JENNIFER HORN

TD’s latest spot for its t was a scorcher of a day music and events is not a new That’s why it began opening its and fl ash fl ooding in Alberta and new Aeroplan Visa. when Calgary sisters Tegan strategy for the bank, having banks on Sundays in 2011, and Ontario saw a rise in insurance and Sara stood on stage sponsored more than 60 extending its weekday hours claims, however, the bank Iand belted out songs to a music festivals over the past to challenge competitors and managed to bounce back. crowd in Toronto. The audience 11 years, the pop-up concert make banking more convenient. In August, it reported of more than 1,000 people, series, called TD Music Café And in late 2012, TD improved record-high earnings of $2.1 protected under pockets of and developed by Diamond its cross-border banking billion for the third quarter of shade and keeping hydrated Integrated Marketing and services to allow seamless 2014, putting TD just behind with free sodas, didn’t wait NKPR, was run by and for TD to money transfers between RBC, which posted a net profi t months after purchasing tickets support its positioning of being accounts for shoppers, business of $2.38 billion for the same to see the act. In fact, they the bank that brings comfort travellers and Canadians period. TD saw a 37% increase didn’t purchase tickets at all, to a sometimes stale and studying, vacationing or living in earnings the year prior due many of them just happened to somewhat impersonal category. in the U.S. to a rebound in insurance be walking by. The concert was Dom Mercuri, TD’s EVP Admittedly, the past couple of earnings, healthy loan and a surprise treat from TD Bank, and CMO, says the brand fi nds years have been tough for TD. Its deposit growth, as well as created in the name of comfort. success in being able to make insurance division was hit hard developments in its retail Though aligning itself with life comfortable for customers. in 2013, after extreme weather division, such as the major

October 2014 27

BOY.Oct14.indd 27 2014-09-24 8:52 PM deal it struck last September “Digital connections are COO at Leo Burnett. Hill+Knowlton Strategies, was with Aimia-owned Aeroplan to increasing, so we decided to He adds that his agency has uploaded to YouTube and, at become the loyalty company’s invest in the people, time and so far dedicated most of its press time, has raked in more primary card issuer. As a money to grow that,” he says. time creating consistent design than 11.8 million views. result, the partnership helped “[But] one of the key things that elements across the company’s “[TD] fundamentally believes we see is that having a human various touchpoints, with Judy that the most important part connection is [also] important, John, Leo’s CCO and CEO, of its brand is the people and as consumers have fewer direct adding that they’re taking the what happens when customers face-to-face interactions.” idea of comfort and delivering interact with it,” adds Caruso, In response to this insight, communication to consumers noting that going forward, the company has been that’s “easy to digest and his agency is working to help beefi ng up its marketing simple to understand.” defi ne, in modern terms, what department to better handle As a result of having a fi ner comfort really means at TD. more experiential and social. focus on experiential and social, And if profi ts and online It also brought on Leo Burnett the bank launched a campaign, fame aren’t enough of a measure of success, the bank also has accolades to back it up. This year, TD was ranked fi rst in customer satisfaction by marketing fi rm J.D. Power in its annual study. It’s a title that TD has no problem holding onto — this is its ninth year winning. Also, during this year’s Ipsos Best Banking Awards, held in August, TD took home top honours for the 10th consecutive year for the best customer service among Above: It launched free shift some 540,000 Aeroplan Canada’s fi ve major banks. Coin Counters in early customers from competitor And fi nally there was the Best 2013. Right: The bank CIBC over to TD. Canadian Brand title, which it celebrates one of its It was only natural for the claimed (yet again) in this year’s many accolades. bank to launch its Aeroplan card biennial study from Interbrand. with the same thinking used “We’ve had a busy year in in previous marketing, putting terms of the range of activities a spotlight on convenience as its agency of record in late called “#TDThanksYou,” which we’ve done,” says Mercuri. “We and comfort. It introduced 2012 to evolve the TD brand went viral in July when it set don’t build on the brand purpose the TD Aeroplan Visa Infi nite that its former creative agency up and fi lmed four “Automated of comfort in just one particular credit card with a campaign partner FCB helped build over Thanking Machines” at campaign, and it’s not just done and dedicated website that the years, specifi cally moving branches in Toronto, Montreal, in the marketing function. It’s explained the changes made, away from the iconic grumpy Calgary and Vancouver. really how we deliver it through how the program worked and old men characters. It now The brand hid people inside, all the different touchpoints that what customers could expect focuses more on TD being so when customers used the we have with our customers. during the transition, says seen as a challenger brand ATMs, they were able to interact [And] it’s not just about what Mercuri. “It worked well, and by marketing its convenient with them and receive gifts, we put out there, but how we it stayed true to the brand products and services that from fl owers to the chance engage with customers and of trying to make things as challenge category norms, such to throw the fi rst pitch at a fi nd new ways to deliver on that comfortable as possible, as well as extended business hours Blue Jays game. The video human connection.” as our vision to have personal and TD Coin Counters, which of the stunt, a collaboration connections with consumers,” launched in early 2013, says between Leo Burnett, Diamond he adds. Dom Caruso, president and Integrated Marketing and

28 www.strategyonline.ca

BOY.Oct14.indd 28 2014-09-24 8:53 PM Get comfortable and take a moment to celebrate. Congratulations to TD on being named one of Strategy’s “Brands of the Year”.

ST.25502.LeoBurnett.indd 1 2014-09-24 4:29 PM Beyond the Rack gets into Canadians’ closets How the e-tailer found rapid growth and secured itself a key place in the e-comm landscape in just fi ve short years BY TANYA KOSTIW

nce upon a time, if 13.5 million (split fairly evenly priced merchandise.” this focus), extending into the you wanted to buy a between U.S. and Canadian “What we are trying to do home, kids and baby categories, hot new outfi t, you consumers), with about 5,000 is just be that destination for opening its outlet section of the Ohad to actually get brand partnerships. Because brands you know and love, at a site and focusing on men. out of your pyjamas and leave it straddles many categories discount,” he says. Although its core demo is your home. But in the last few (fashion, home and even tech) But as a startup, a loyal women ages 28 to 60 (“we years, the world of e-comm the e-tailer says it’s hard following doesn’t appear actually skew [older] than we has exploded, with bricks- to peg its top competitors. overnight, particularly when the all thought,” notes Cohene), and-mortar stores offering up Although fl ash sale sites like marketing funds aren’t there to the brand personalizes their own online platforms to Gilt and Nordstrom-owned make that happen. its communication on an compete with the multitude HauteLook are hot south of “If you can’t buy brand individual basis. of buying sites. With so many the border, and platforms like equity, we decided we would “We literally send out about Above: BTR partners sites out there promising eLuxe and Peacock Parade (the steal it, borrow it,” Yona Shtern, a million variations a day of the with lifestyle fi gures steep markdowns and the best latter adhering to a rapid-sale CEO, Beyond the Rack, told actual content of the email [to such as Chef Chuck brands, how does a Canadian concept) are playing in the a crowd at an HEC Montréal members] to really optimize that Hughes. Top centre: startup with zero brand e-comm space north of the alumni event in Toronto in click-through and engagement brand name products such as Just Cavalli are recognition get off the ground 49th parallel, BTR is Canada’s February. “It’s kind of like if rate to make sure that we can among its offerings. and gain a loyal customer base? largest fl ash sale site. you want to look better, stand open the funnel up as much Opposite page: Marie- Despite getting its start in early The membership-based next to good-looking people. So as possible to get users back Laurence Blais won a 2009 right after the recession, site offers short-term, “fl ash” that’s basically what we decided to the site,” he says. “The last contest to become a Canadian e-tailer Beyond the events, in which it sells items to do as a company.” thing we want is to be sending BTR model. Rack (BTR) has managed to from its various brand partners Beyond the Rack associated a generic message to absolutely fi nd a winning formula in a at a price that is 30 to 80% itself with events like the everyone all the time. You’re short period of time. With all cheaper than retail. Golden Globe Awards and the leaving a lot of fruit on the tree if its marketing done in-house With various products at Academy Awards, taking photos you’re doing it that way.” and eschewing traditional ranging prices, like designer with “fun celebrities,” while The e-tailer also forged advertising campaigns, it bags in the thousands or a also positioning itself around ahead with new partnerships, has fi rmly embedded itself in $7 spatula, Richard Cohene, certain brands. Initially, it even both in the fashion space the country’s e-tail scene by director, marketing and sold some brands at a loss. The and beyond. It has worked focusing on partnerships, the business development, says the idea was that if the retailer sold with celebrities and lifestyle customer’s experience and the e-tailer has something for all. luxury brands such as Gucci fi gures like the Kardashians, value of data and measurement. “We do have a very wide and Hugo Boss, shoppers would Rachael Ray and Chef Chuck BTR has experienced breadth of merchandise – a believe a dress it sold for $17.99 Hughes, while partnering with steady intense growth over the lot wider than most retailers was also worth buying. credit card cos such as Visa years, with sales now into the – and I think that’s one of our But the e-tailer would move (with which it recently offered hundreds of millions. Its market biggest strengths, we’re not a on to fi nd success beyond its members free shipping if they penetration in Canada is 30%, destination for the millionaires… initial “fashionista” segment, pay with Visa Debit) and unique while its overall membership is [and] we don’t just sell low- (although not abandoning programs with Air Miles and

30 www.strategyonline.ca

BOY.Oct14.indd 30 2014-09-24 8:53 PM BRANDS of the ’14YEAR online ads, while in the social Earlier this year, Shtern space it has garnered 20,500 attributed 80% of the e-tailer’s Twitter followers, nearly revenue to repeat customers, 12,000 on Pinterest and more while noting a shift in its than 600,000 Facebook likes. approach to customer service, Meanwhile it also engages with from one where reps are consumers through its blog extensively trained to protect and initiatives like modelling the company from those trying contests. Last month it kicked to take advantage of it, to one off a plus-size model search for in which they “over-service” a year-long contract with the patrons, and the main goal brand. Would-be models can is customer satisfaction. submit photos to a microsite, and Customer service reps are given people can like them. The two an “apology” budget of sorts contestants with the most votes to distribute to dissatisfi ed win a place among the top 25. (A customers, and are questioned lower bounce rates. judging panel picked the other if they don’t use it. The e-tailer has also learned 23 and narrowed them down.) “We know that a customer to look closely at data, Cohene BTR also recently launched its who interacts with us who had says. And the larger the mobile app for its on-the-move a bad experience with the brand marketing team (currently at consumers. (More than half of for whom we created resolution about 10 people, with future its weekend sales are made on immediately, we see an plans to expand), the more you mobile devices, and just less eight-fold increase in customer can focus on granular cases, than half on weekdays). lifecycle, in lifetime value,” he drawing strong conclusions – But it’s really its relationships said. “It’s the best money we which has helped BTR come to with suppliers that are seminal. can spend.” revelations, such as with the Beyond the Rack both Maintaining good customer registration page, he explains. Shoppers Drug Mart. pursues and is sought out relationships could mean “The devil is in the details, The partnership with the by suppliers, while its team sending fl owers on her birthday and if you don’t spend enough latter, launched earlier this year, of buyers travels to places or offering someone a credit to time looking at them, then you’ll allows consumers to access a like L.A., New York and Italy come back and shop, but it’s probably miss the point because curated collection of items on a to secure merchandise. The also simply about gaining trust. the smallest percent shifts here separate site and earn Optimum e-tailer sells pre-owned luxury BTR also practices a and there are really the things points on their purchases. The goods from brands such as philosophy to measure that are the most telling.” program is supported with its Louis Vuitton and Chanel, everything, test small, fail fast As for the brand’s future, own email message system which it obtains from certifi ed and learn from it. For instance, sticking to what has worked with promotions such as double resellers who can guarantee to make its Home vertical plus new iterative elements or 10 times the points offered. its authenticity. Buyers will successful, it experimented is where it wants to head, he The two retailers had been in regularly travel to Milan in order with variables such as vendors, says. In the coming months, discussions for about a year and to acquire the kinds of discounts brand assortment, price and Cohene says BTR is planning a half, Cohene estimates, and it can offer on its high-end, pre- margins for two years. Earlier something that could be a retail he expects more to emerge from owned merch. this year, Shtern pegged the game-changer, and although he the duo’s relationship. “You can’t work through category at one-third of the couldn’t share further details, Similarly, consumers multiple tiers of resellers and e-tailer’s business. he says it will be the only one can earn Air Miles on their be as competitive as we are in Similarly, Cohene says this doing it. purchases when they visit terms of pricing,” says Cohene. measuring and testing approach “We have to be that company Beyond the Rack via the Air “We have to go as direct as we helped BTR address the low at this point. We have to reinvent Miles e-store, although it differs possibly can.” conversion rate of its former ourselves and we have to be the from the Shoppers platform in After all, keeping the registration page, which didn’t ones where people say, ‘Well, that it is not a separate site. customer happy is a basic rule let users see the site prior to they’re doing it.’ And I think we’re The brand’s main above-the- for any business, but in the case registering. Tests, which enabled going to start to set the bar.” line advertising has been in the of Beyond the Rack, it’s built non-members to see the site, digital space with traditional into its brand identity. pointed to higher conversion and

October 2014 31

BOY.Oct14.indd 31 2014-09-24 8:54 PM If you’ve built a killer shopper-centric program in 2014, you could bag an SIA – the award that celebrates the best new thinking in Canada’s shopper marketing industry.

We’re looking for the programs that challenged the status quo, the breakthrough innovations and the next-level collaborations. Submit yours to take centre stage at the Shopper Marketing Forum this April and be featured in the May issue of strategy.*

The deadline to enter is October 31st.

If you’re a retailer, brand or agency with a great shopper innovation case to share check out the categories at: shopperinnovationawards.strategyonline.canline.ca

SHOPPER INNOVATION AWARDS * SIA is included in strategy’s Creative Report Card

ST.25455.SIA_HA.indd 11 2014-09-24 4:31 PM BRANDS of the ’14YEAR

Also trending... While they didn’t make it into the top fi ve, these other Brand of the Year contenders deserve a shout-out for getting consumers (and the industry) buzzing in 2014

ATHLETE OF THE YEAR P.K. SUBBAN’S WINNING PLAYS By Matthew Chung

P.K. Subban had a career year in a Montreal Canadiens jersey, message of inspiring people to push their limits, because the athlete helping lead the NHL franchise to within two wins of playing in the reinforces “the importance of embarking on a continuous journey Stanley Cup fi nals. of improvement.” Yes, there was plenty for hockey fans to cheer for on the ice, but Subban, along with his dad and two hockey-playing brothers, it may have been possible to hear the cheering of a few brands, too, is also a key partner in the Hyundai Hockey Helpers program, with each of his goals and assists. which works with non-profi t KidSport to provide grants for league Because this was also the year Subban skated into the spotlight registration and equipment to around 1,000 kids each year. Last as a brand unto himself: the charismatic 25-year-old was featured season, the company ran “Hyundai’s P.K. Challenge” – companies in Maclean’s Canada Day issue and has more than 450,000 Twitter that signed up to be “team players” pledged to provide a grant for a followers. And brands like Degree and Boston Pizza are happy to have child to play each time Subban scored. him on their team. Subban was also featured in an OOH campaign for Boston Pizza. This spring, Unilever’s Degree put the defenceman on its roster During the playoff series against the Boston Bruins, the company as its spokesperson, featuring him in a TV and online series on put giant billboards up in Montreal that declared his love for Boston Rogers Sportsnet, called The Next Level, presented by Degree. – “P.K. (heart) Boston.” A few days later, the word “Pizza” was Subban hosted the show, which featured elite Canadian athletes, added after Boston. from Milos Raonic to Andrew Wiggins. In addition, he engaged with After going to arbitration with the Canadiens this summer (a story the brand’s Twitter and Facebook audiences and conducted local that dominated sports reports), Subban signed an eight-year contract media interviews. While Unilever did not disclose results from the with the club, surely a happy outcome for his current and future brand campaign, the CPG co says Subban’s involvement helped convey its partners north of the border.

October 2014 33

BOY.Oct14.indd 33 2014-09-24 8:54 PM art space, partnering with the French Embassy to bring an exhibit by photographer Laurence Picot directly to its Yorkdale location. “LuxInside, Traces of Man” features X-rays of luxury goods, such as a Leica camera and an Hermès saddle. It followed the brand’s fi rst forays into art, working with the AGO for a David Bowie experience and the Design Exchange museum for a retrospective of iconic shoe designer Christian Louboutin. “Our business is art – [these exhibits] are a direct extension of what we do in fashion,” said Kimberly Grabel, SVP marketing and customer experience at Holt Renfrew at the LUXURY CONTENDER OF THE YEAR time of the launch (Grabel has since left the brand). HOLT RENFREW’S HIGH-FASHION The brand also launched a teched-out Christmas campaign last year, partnering BATTLE PLAN By Megan Haynes with Samsung for a retro holiday in-store With Nordstrom’s arrival and Hudson’s fashionable guys, as well as revamping display. A staple of the retailer’s holiday Bay’s purchase of U.S. retailer Saks, the fl agships in Montreal and Toronto, and promotion, it featured ’50s and ’60s scenes Canadian luxury retail market is heating up. launching “luxury apartments” for complete with vintage fi nds from thrift But Holt Renfrew isn’t just kicking up its private shopping. These apartments will shops. A Samsung screen was placed in the Prada heels and calling it a night. offer bespoke shopping experiences, middle of the display, and passersby could The company recently announced it was with everything from drinks to fl oral pop into the retailer to get their photo taken expanding its footprint by 40% to more than arrangements tailored to the high-rollers. to become part of the scenery. 1.2 million square feet, focusing on four key The fi rst of these apartments opened in The holiday push generated “record markets (Toronto, Calgary, Vancouver and Toronto’s Yorkdale Shopping Centre in sales,” says Moira Wright, divisional VP of Montreal – resulting in the shutdown of low- January, following the grand opening of PR, Holt Renfrew. It also picked up a Retail traffi c stores in Ottawa and Quebec City). HR2, the brand’s discount designer chain in Council of Canada award for the push, which This includes new stores, such as its Vaughan, ON and Montreal. recognized the campaign for its “excellence Men’s shops in Toronto dedicated to suiting The brand also dipped its feet into the in in-store marketing.”

BEST TECH-TAPPING BRAND ABSOLUT MAKES IT WITH MAKERS By Jennifer Horn Today’s makers and hackers are like the dot-comers of the space to exhibit interactive installations mid ’90s. They’re the fi rst to jump on new technologies predicted to in front of more than 5,000 people. transform industries, and Absolut showed this year that it’s not about The catch was that they had to use to stand on the sidelines and watch these creators make their mark. Absolut glass bottles and hack them The alcohol brand spent the past year picking the brains of some to hold, display or add to the design in of the country’s smartest tech tinkerers, hosting a series of maker a compelling way. Think robots being events, and in turn, saw 6.1% growth in a relatively fl at category in told to pour drinks with the power of the Canada (vodka growth for the same period, July 2014, was only 0.6%). mind (for example, using EEG headsets, “Technology gives [makers] the power to create, customize and attendees had to simply think hard consume products the way they want,” says Chris Bhowmik, senior about the drink being served). brand manager, vodka, at Absolut distributor Corby Spirit and Wine MakerFest, which is part of the brand’s global campaign “Transform Limited. “Brands will need to adjust in the future by giving up control Today,” helped Absolut achieve trending status on Twitter in Canada, of [their] products to consumers.” and moved the brand beyond the traditional use of UGC in marketing, At the brand’s 11 MakerFest events in Toronto, Montreal and giving consumers a say in how its products can give back to the world. Vancouver, Absolut gave craftspeople, robot builders and solderers a With fi les from Matthew Chung

34 www.strategyonline.ca

BOY.Oct14.indd 34 2014-09-24 8:54 PM BRANDS of the ’14YEAR THREAT OF THE YEAR NETFLIX TURNS UP THE DIAL IN CANADA By Tanya Kostiw

For many Canadians (including this writer), a world without Netfl ix seems unfathomable. The OTT provider has rocked the nature of content consumption for many, to the point where it’s hard to believe we lived in a pre-Netfl ix world only four short years ago. Today, the U.S.-based service, which offers unlimited access to TV shows and movies for a monthly fee, has become a staple in many Canadian homes, since launching a Canadian version in 2010. Netfl ix famously doesn’t divulge numbers, but Toronto-based Solutions Research Group data suggests three million Canadian households had the service in January, while Canada.com reported its subscriber base to be more than 4.6 million the same month. The OTT provider’s popularity has turned up the heat on traditional broadcasters, which have been releasing “TV everywhere” content offerings to keep up with today’s consumer. The most direct challenger PIONEER OF THE YEAR FRANK & OAK SPIES INTERNATIONAL EXPANSION Montreal-based Frank & Oak has had a banner year. The online retailer creates and curates men’s fashion, making clothing in-house to keep costs low. Beyond the e-commerce site, Frank & Oak offers a robust blog and offl ine magazine, allowing its content to drive a lot of the branding. Guys are invited to browse everything they need to know about dressing themselves from style Q&As with musicians to learning about which fabrics work best for which occasions. “We realized the millennial guy likes to know the ‘why’ behind a product,” says Ethan of late is Rogers’ and Shaw’s recently-unveiled Shomi SVOD platform, Song, CEO and CD, Frank & Oak. which will be offered in a beta version to its internet and TV customers The digital clothier is also moving deeper into the analogue space, in November. with a round of pop-up shops and soon a fl agship bricks-and-mortar Netfl ix has also made waves recently for its creative. Along with location in Toronto. The store, the second for the company (the fi rst DDB Vancouver, it picked up a Bronze Film Craft Lion in Cannes this opened in Montreal in 2013), will include a barber and coffee shop to year for the “Pep Talk” spot, which plays on the idea of being part create a different retail experience. of the Netfl ix bandwagon, touting the tag line, “You Gotta Get It To Last year it also partnered with Aldo-owned Little Burgundy to Get It.” It features a hockey coach riling up his team by referring to distribute its travel wares in stores (backpacks, shoes and other the idea of inspiring movie clips on Netfl ix – without ever mentioning travel-related clothing) – a fi rst for the brand. Though the line sold any at all. The spot made news during the NHL Stanley Cup playoffs, “very well,” the bigger opportunity was to introduce the brand to new when New York Rangers coach Alain Vigneault joked about “Pep Talk.” audiences and build up more content around the theme of travel, This tagline and positioning carried forward in the second leg of the Song says. It also partnered with Ubisoft this year to release a line of campaign, currently in market, with “Airport,” “Test Results” and menswear based on the videogame Watch Dogs, allowing it to tap “Proposal,” which similarly play on ambiguous cinematic drama. into the “huge” market of gamers. Both partnerships were promoted Netfl ix’s foray into the original content space has also made largely through PR and social channels, as well as through the noise – and it’s not all from our southern neighbour. In March, Netfl ix clothier’s content online. announced its partnership with the Canadian hit Trailer Park Boys and And it seems to be working. In the past year, the brand has grown its franchise distributor Entertainment One to release an exclusive eighth shopper base by almost 400,000 across North America. It now reaches and ninth season, with the former kicking off in September. nearly 1.6 million consumers. Its mobile apps (iPhone, Android and iPad), Meanwhile, Canadian regulation of the OTT provider continues to be launched in spring of 2013, have been downloaded more than 250,000 a hot topic, such as at the recent CRTC Let’s Talk TV hearing. times. And this summer, the brand expanded into the U.S. (where roughly 70% of its sales occur), opening an offi ce in New York. MH

October 2014 35

BOY.Oct14rev.indd 35 2014-09-25 3:28 PM AEROPLAN GROWS UP BY MEGAN HAYNES

AEROPLAN’S BRANDING HISTORY IS NOT TYPICAL – IN FACT FOR MANY YEARS ITS BRAND WAS BUILT BY OTHER COMPANIES, TRAVELLING COMFORTABLY THROUGH LOYALTY LAND. NOW, AS IT CELEBRATES ITS 30TH BIRTHDAY, IT HAS FINALLY COME INTO ITS OWN

eroplan could make a great coming of be the company that makes everyone, from consumers A age lick…assuming people wanted to see to brands, happy. a movie about a frequent lyer program growing up, of course. IN THE ’80S, THE LOYALTY SPACE WAS NOWHERE near as The points program started as a small element of saturated as it is today. Air Canada’s overall marketing mix – a way of enticing It wasn’t until 1981 when American Airlines lyers to remain loyal. It didn’t have much of its own introduced AAdvantage, which rewarded frequent brand identity, being heavily tied to the airline. As it lyers with special airfare rates, that the modern navigated the ’80s and ’90s, it explored new partners, frequent lyer program was born. After that, airlines and even had a ling with the Diners Club card. But still, started introducing their own programs rapidly, says its identity was limited and undeined. Kevin O’Brien, SVP and chief business development It wasn’t until the brand cut oficial ties with its parent oficer, Aeroplan. company in 2002 and struck out independently that it Aeroplan’s 1984 launch marked the irst time an started coming into its own. And now, at 30, Aimia-owned airline in Canada offered such a program. “Airline Aeroplan is all grown up with a distinct personality. And margins have always been extremely dificult,” O’Brien as the industry salivates at the potential of big data, and says. “[Frequent lyer programs] were based on the customers demand personalization, the frequent lyer- idea that you could be much more effective in how turned-travel-rewards-turned-coalition program wants to you deployed your money if you knew more about

36 www.strategyonline.ca

Aeroplan_Oct14.indd 36 2014-09-24 8:45 PM your customers.” The program amassed very basic being a preferred vehicle to reach the business audience), personal information, allowing Air Canada to create more it shied away from masterbrand campaigns on TV. In fact, personalized marketing and giving it a way and reason to Aeroplan’s irst foray into television in ’91 was led by CIBC talk directly to consumers, he says, something that wasn’t and designed to inform people about the new card – rather very prevalent in the early ’80s. than Aeroplan’s beneits. Aeroplan launched as a department of ive. In the early Much of the brand’s activity throughout the ’90s and days, it was a very manual process to receive points, early 2000s was led by CIBC, with Aeroplan enjoying the says Christa Poole, manager, external communications. fruits of the bank’s labour. For example, in 2001, the bank Members were sent stickers, which they placed on their partnered with Advantex to create an online portal that paper tickets after the light. They would then have to send allowed people to earn Aeroplan points on their CIBC Visa the ticket to a fulillment house, which would enter the when they shopped online. The portal included a widget light data into a system for crediting. If a member wanted that tracked people’s points accumulation. However, this to redeem points, they would have to call and request a was more of a play to encourage online shopping in the certiicate by mail. early days of digital retailers, rather than to build up the The Air Canada subsidiary really didn’t have much of a Aeroplan brand. brand identity of its own, relying on the parent company Aeroplan faced some competition in the ’90s: Air Miles, for all marcom. No distinct advertising existed, says David its biggest adversary, opened its Canadian operations in ’92, Klein, former VP marketing and innovation, who has while other banks caught wind of the popularity of travel worked on the brand since the ’90s while he was at FCB, rewards program, each launching their own travel reward one if its agencies during that time. Member acquisition cards in turn. By 2000, Canadians were well familiar with was handled almost exclusively at the boarding gates, the concept of “earning points,” meaning Aeroplan had where Air Canada employees asked if people were dificulty differentiating itself from the competitors. already part of the program. If not, he says travellers were signed up on the spot. IN FACT, IT WASN’T UNTIL AEROPLAN SPLIT OFF from Air Canada But despite this, Aeroplan quickly took light, growing in 2002 that it started exploring its own identity. to include new travel partners, such as car rental cos and The split from the parent company was dificult for the hotels. Other companies were enticed by the concept of brand and came on the heels of Air Canada’s merger with rewarding loyalty, O’Brien says, so evolving into spaces Canadian Airlines. related to travel simply made sense. By 1985, more than “It was an absolutely crazy time, to put it mildly,” says 100,000 people had enrolled in the program. Rupert Duchesne, who was president and CEO at Aeroplan at the time of the split, and now group chief executive THE FIRST TIME AEROPLAN REALLY STARTED exploring outside at Aimia. Just prior to Air Canada’s acquisition of the the Air Canada “nest” was its partnerships with CIBC in competition, there had been a strategy meeting looking 1991 and Diners Club in 1993. at what parts of the business could be expanded, he says. It marked the brand’s irst shift from a frequent lyer “The one that made most sense was Aeroplan [because] it program (earning points while travelling – and for had the most revenue from outside sources.” distance) to travel rewards program (earning points while Aeroplan was spun out from AC to extract the value spending money to help pay for travel). from the program and monetize the asset, says Poole. O’Brien says bringing credit cards on board was, again, a The logic was that loyalty programs are more stable than natural evolution for the brand into the travel ecosystem. airline proits, so splitting it off created a cash-producing “People were starting to catch on that airlines had business. (Even today, Aeroplan continues to be a source of unique relationships with people that maybe they could revenue for the airline through Air Canada’s tiered reward hitch their wagon to,” O’Brien says. program and seat purchases.) Indeed, when CIBC irst allowed people to sign up, he It required completely splitting off the company, which says there were lines around the block. In fact, he says at the time was made up of eight employees, to create and anecdotally some branches had to extend their hours, with ill rolls in all departments from inance to the call centre. early adopters being those who were already travelling Beyond losing the comfy perks of working at Air Canada for work and earning points. A credit card simply allowed (such as a generous pension plan and free lights), there them to do it on everyday purchases. After bringing CIBC was also the risk that Aeroplan wouldn’t survive on on board, membership in the program doubled, and it its own. (Ironically, in 2003, Air Canada went through gained roughly 200,000 new members each year. bankruptcy protection, says Duchesne, and as a separate Yet the brand still didn’t have much of its own ID, says entity, Aeroplan wasn’t adversely affected.) Poole. Though it was active in print (the Globe and Mail And while the rewards program was well on its way to

October 2014 37

Aeroplan_Oct14.indd 37 2014-09-24 8:46 PM “WE [STARTED] LOOKING FOR A WAY TO DRIVE more emotional engagement of what the member experience was meant to be,” says O’Brien. In 2009, the points program brought in Toronto-based consultancy Hazelton Group to do a deep-dive into the brand’s positioning and place within the industry. It also brought in Cossette as its AOR (after working on a project basis with Diesel – later Sid Lee, FCB and Rapp over the years) to handle both creative and media. By this time the program had nearly 4.5 million members and a marketing team of 75. It had also gone through myriad owners, transitioning from a subsidiary company to a privately-owned one to publicly-traded (in 2004) and inally a privately-owned company in 2008 its independence, the events of Sept. 11, 2001, threw the when Air Canada divested its inal shares. (In 2011, the entire travel industry “off kilter,” Duchesne says, forcing company renamed its parent group Aimia to distance the brand to delay until mid-2002. the Aeroplan brand from the global expansion into other But the transition allowed the company to brand loyalty networks.) itself – the irst time it had its own identity since its In 2009, the company identiied the need for a more creation. Early positioning focused on the tagline comprehensive blueprint for its growth over the next From top: “Have a dream,” while marketing efforts were geared ive years, examining its relevance to both members and Early marcom efforts relied on direct; at growing the appeal of the brand to reach a broader partner companies. As a result of this deep-dive, O’Brien 2013 ads introduced group of “better off” Canadians, says Duchesne. That says they identiied an opportunity to become a more its latest platform, meant bringing in new partners to broaden the appeal elite program. Distinction; In 2009, even further (beyond the business traveller), including The emphasis was on the idea that being an exclusivity was Esso and Amex. Aeroplan member should grant people privileges you emphasized in a mass can’t get elsewhere. campaign welcoming Klein says the job for the marketing team wasn’t consumers to the to distance the Aeroplan brand from Air Canada “As we looked at it ‘joie de vivre’ wasn’t broad enough,” “club.” (though he says they consciously stopped using AC’s he says. “It didn’t it with this spirit we were trying to famous roundel mark). Rather, he says focus was on create, that Aeroplan is something members aspire to get communicating that AP was no longer just for travel to more out of.” a customer base that only knew it as such, while also O’Brien says they identiied an o pportunity to play bringing in new general consumers. Messaging shifted in the exclusivity space, resulting in the brand’s 2010 towards “this notion of integrating Aeroplan into your identity iteration, “Welcome to the club.” everyday life, your everyday spend,” Klein says. It wasn’t about acquiring new cardholders, he adds, Branding efforts touted a “joie-de-vivre positioning,” but rather engendering more loyalty among shoppers to introducing the tagline “Rewarding life” in 2007. By the coalition partners. 2008, it had launched a program that allowed people to “We had members who were lying with Air Canada, “shop” with their points online. but not necessarily holding an Aerogold Visa,” he says. However, despite its foray into its own identity space, “We had members who had the Visa, but they were Aeroplan faced a number of obstacles: with banks now spreading their lights around. We had people who were in the loyalty game, one 2010 study by Maritz Canada being promiscuous with where they got their gas. But if found loyalty programs run by inancial institutions they were really buying into the club, they would have had higher member satisfaction rates than coalition consolidated their behaviour.” programs, and Air Miles enjoyed an 81% awareness As a result, a mass campaign was created pointing rate, compared to 60% for Aeroplan. One survey by back to the fact that as an Aeroplan member, consumers Frequent Business Traveler, a trade publication in the were part of a unique group of people with access to travel rewards space, found Aeroplan was the least- unique things. When Aeroplan started embarking on liked program in Canada, with less than 30% of survey this rebranding journey, Klein says they came to the respondents saying they were satisied or very satisied realization that the journey (physically going from point – 43% said they were unsatisied or very dissatisied, A to point B), while important, wasn’t a key factor for largely due to the point redemption process. consumers. It was the experience people had when they reached their destination that mattered most.

38 www.strategyonline.ca

Aeroplan_Oct14.indd 38 2014-09-24 8:46 PM The brand started introducing exclusive experiences – such as More and more brands – especially retailers – are launching getting one-of-a-kind guitars or trips to world sporting matches – their own loyalty programs, enticed by the possibilities of data. to complement the existing reward structure. “[We] dialed up the As a result, Aeroplan has to create more value for its partners or communication of rewards based on experiences,” he says. “So it risk losing them. wasn’t just about lying from Toronto to Vegas on your points. It For example, it could help manage things like partner was about the helicopter ride you booked when you got to Vegas.” inventory – such as tailoring product selection based on member The brand also beneited from even more partners. It was no preferences in an individual store – something Aeroplan is longer just CIBC spreading the word about Aeroplan, O’Brien working towards for its partners. says. “Try to watch a baseball game and not see Home Hardware The brand has also expanded its data-crunching capabilities ads with the Aeroplan logo on them. It’s impossible,” he says. internally, adding employees to its predictive analytics teams, “Shop.ca is all over TV right now talking about Aeroplan offers.” not to mention adding entire departments dedicated to handling The brand’s net promoter score – its main form of customer clients’ marketing, and it launched a digi-speciic team handling satisfaction measurement – has done well, he says. The system, social and digital marketing. which measures whether someone would recommend a product From a consumer-facing perspective, the brand continued to or service to a friend and averages it out to a score, tends to evolve its exclusivity messaging by launching its latest platform reward the most favoured companies in the world in the 60% called Distinction – a tiered service that rewards people with range. Prior to the changes, Aeroplan would typically run in the certain point levels (the basic being 25,000 points), with even positives (meaning more people were saying positive things than more exclusive rewards. Until recently, only frequent lyers negative) but would receive less than 20%. Now, the brand is received any preferential treatment for mass reward collection. consistently running 15 to 20% higher. “The bulk [of members] aren’t frequent lyers anymore,” O’Brien says. “There’s one guy who earns 20 million [points] a SO WHAT DOES THE FUTURE hold for Aeroplan? In a word, data. year because he runs his business through his Amex card – what The company renegotiated its two-decades-long partnership do you for that guy? You have to recognize him in some way, and with CIBC to bring in TD as another credit card partner, and a big we weren’t.” factor in renegotiating the deal was to build in agreements around The Distinction program is designed to address this issue, such things like the banks identifying places members were spending as rewarding members with bonus miles or chartered lights. The money where Aeroplan didn’t already have a retail partnership. program is also designed to encourage people to level up, with “As you can imagine, a contract put together in 1991 three distinct tiers in the program (Bronze, Silver and Gold) with didn’t really conceive of data as a primary reason for having different types of rewards in each. a relationship,” O’Brien says. “It was all about the currency The ultimate goal, O’Brien says, comes down to a ménage à trois exchange.” of loyalty. “We want our members to be loyal to us, our partners to But having something of value for consumers is simply no longer be loyal to us, and our members loyal to our partners.” enough for Aeroplan – or its business partners.

NOTICE OF APPOINTMENT Aimia Inc.

Vince Timpano, President and CEO, Canada, With more than 25 years of broad marketing experience, Aimia Inc., is pleased to announce the appointment Boynton most recently served as Executive Vice of John Boynton to the newly created role of President and CMO for Rogers Communications Inc. Chief Marketing Officer for Canada. Boynton’s Prior to his 12 years at Rogers, he gained experience mandate is to ensure Aimia is recognized as the across a number of sectors across North America with leader in loyalty marketing and for its full suite of brands such as Pepsi Co, Sprint Canada, and AT&T. loyalty programs, products and services. John Boynton, Chief Marketing About Aimia Boynton will shape the future of the Aeroplan Officer, Canada Aimia, a global leader in loyalty management, has proven program by accelerating the development of expertise in launching and managing coalition loyalty innovative products and marketing by leveraging programs, like Aeroplan, delivering proprietary loyalty valuable member insights to ensure a rich and services, creating value through loyalty analytics and relevant member experience. He will also lead driving innovation in the emerging digital, mobile and the proprietary loyalty business, with a focus social communications spaces. For more information, on high-value loyalty products and services. please visit aimia.com.

© 2014 Aimia Inc. All Rights Reserved.

Aeroplan_Oct14.indd 39 2014-09-24 8:46 PM 1 2 3

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5 On Sept. 18 at Toronto’s Arcadian Court, the PROMO! Awards, PROMO! hosted by strategy and CAPMA, celebrated the best in brand AWARDS activations across the country. 2014 For more on the winners, visit 7 Promoawards.strategyonline.ca. 9

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10 11 12 photos by ryanwalkerphoto.ca by photos

1. CAPMA president Chad Grenier takes to the podium | 2. Dominic Prigent from Bob picks up a trophy for work with Dove in Quebec | 3. The TrojanOne team gets silly | 4. Funnyman and PROMO! host James Cunningham brings comedy gold to the show | 5. Strategy publisher Mary Maddever applauds the Best of Show winners | 6. Meghan Edwards, Lianne Pitts and Jennifer Britton from North Strategic, which won for Sport Chek | 7. Eve-Marie Boutet and Thomas Nelligan from Cossette take a moment of silence after winning Gold for Amnesty International Canada | 8. The Real Interactive team takes a selfi e after their big wins (including Best of Show) for World Vision | 9. Taxi’s Darren Clarke took home multiple awards, including Best of Show for Canadian Tire’s “Ice Truck” campaign | 10. Folks from Taxi and Kraft strike a pose | 11. Leo Burnett’s Anthony Chelvanathan accepts one of the agency’s trophies | 12. Whitney Gibson from Mosaic and Michael Mills from Studio M celebrate their WestJet wins.

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PROMOPhotos_Oct14.indd 40 2014-09-24 9:01 PM EXPERIENTIAL SPONSORED SUPPLEMENT MARKETING FUELING THE CONTENT PIPELINE AND BUILDING DEEP CONSUMER CONNECTIONS

ExperientialExperiential marketingmarketing iiss nnoo llongeronger ssimplyimply a

campaigncampaign add-on.add-on. The rise and evolution ofof what used to be called event marketing iiss the industry’s instinctive response to tremendous upheaval in a business disrupted by new technologies and changing consumer behaviour. While the usual rhetoric around experiential marketing is about building deeper connections between brands and their consumers, that’s only part of it. Marketers are getting a lot more than they expected out of experiential programs, such as real consumer insights and compelling media content. They’ve found that the best content comes from their consumers. From pop-up shops and installations to in-store experiences and participation in events, recording consumer interaction with brands and providing photo ops for social sharing are ways that marketers are developing content. David Diamond, president of Diamond Integrated Marketing, says, “Experiential marketing makes for great content. It’s what people are craving and consuming through social media channels and it only works when it is delivered in a way that is sincere and genuine. The best way is to interact with consumers in ways that evoke natural emotion.” The “TD Thanks You” video is an example of the new approach to experiential marketing. The nearly four-minute video led by Diamond Integrated and available through YouTube is a compilation of cross- Canada branch visits and 150 customer interactions with a talking ATM replica that dispensed thank-you gifts and some big surprises. Twenty of the TD customers received personalized gifts such as tickets to visit an ill family member, a trip to Disney World and one lucky Blue Jays’ fan who The ‘TD Thanks You’ video captured the genuine met his favourite player and had the chance to throw out the fi rst pitch at surprises and heartfelt moments of customers when confronted by a talking, gift-dispensing a game. The video has had about 12 million views to date. replica of a Green Machine. Diamond says, “This video has really hit a mark with a lot of people and is shared extensively on social media. Ultimately, it refl ects a fresh

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ST.25544.ExperientialSuppRev.indd 41 2014-09-24 11:05 AM ST.25415.DiamondIntegrated.indd 1 2014-09-24 4:33 PM PridePPririided programspropr grag msm offerofffferr brandsbbraandsdsd suchsuchh as TrojanTTrojanjajann uniqueuunniiquequ opportunitiesoppporppo tunt niitieses to buibbuildldd autauthenticthenhe titicticc connectionscoconconnnectioonnss andannd telltelll aab bbiggerigggggerer brabrbrandrand sstoststory.orryy.. SPONSORED SUPPLEMENT

Diamond Integrated Marketing: approach to brand storytelling. Rather than hiring actors as would have been done in traditional Making strong connections through advertising, we enabled special experiences for real authentic experiences customers and this was the story. In that way, rather For the past eight years, Diamond Integrated Marketing has been than looking at experiential marketing and its roots developing unique ways to connect consumers with brands. as event marketing, we’re looking at the new era of Experiential programs have been a big part of that, including another communication, the rise of experiential.” successful season of Pride initiatives across Canada for TD Bank, Trojan Involving consumers in the message or and for the fi rst year, Lucky Charms Cereal. experience to make the brand more memorable According to Diamond, the LGBT market is one that brands should translates across demographics. Unlike the early be paying special attention to. It is currently bigger than any ethnic days of event marketing where the prime target market in Canada with an unoffi cial estimate pegged at 10% of Canadian groups were younger demographics, everyone from consumers. In addition, 76% of LGBT households report income above the national average. kids to seniors respond to brand experiences. Pride celebrations are seeing an increase in attendance and the “The truth is, media consumption patterns have attendee characteristics are evolving. More families and allies are joining the changed across every demographic,” says Diamond. celebration and there is widespread support beyond the LGBT community. “A lot of the success we’ve had with experiential, Opportunities go beyond consumer engagement and can transition into while it is successful with youth, is also successful the heart of organizational culture. Consumers are also employees and they amongst retirees and young professionals.” look deeper than a commercial message of support; they also look for action. Measurement is always a big issue for From health benefi ts to internal initiatives that drive awareness and support, marketers but although it’s more of a challenge LGBT targeted programs can help tell the larger brand story inside and outside with experiential marketing than other media, of the organization. agencies can take a shallow dive and monitor press Programs that invite the LGBT community to be a part of the brand and impressions and social media activity to gauge the celebrate together, create a loyal following. Finding unique ways to engage and relate LGBT consumers to the brand is key, but don’t forget about the success of an event. In the end, if the experiential allies, friends and family throughout the process. For TD Bank, Trojan and program was a good fi t for the brand, the results will Lucky Charms, they welcomed consumers to celebrate with them in the show in year-over-year returns and new customers. streets and enhanced their experience and enjoyment while attending the Diamond says, “The best campaigns are the ones festivals. Above all, they created memorable and unique moments of pride that drive business. Did it get the desired behavior – worth sharing with friends and family. did I get you to purchase my product, did I get you to TD, a long time Pride supporter, continued its “forever proud” theme consider my product, and did it change your attitude to garner excitement about its newly launched travel rewards credit card around the product?” product. Consumers were invited to take a seat in Rainbow Class for a Another benefi t of experiential marketing is the keepsake photo and a chance to win the experience of a lifetime, a trip to opportunity for live research. In addition to sitting in a World Pride in Madrid in 2015, as part of their participation. boardroom looking at numbers, marketers can – and Trojan used its 12th year of participation in Pride celebrations to bring awareness to its Lubricant and Vibrations product lines and to also throw should – watch and listen to how consumers really a dance party under the creative umbrella of “Rock Hard. Rock Safe. interact with their brands, according to Diamond. Rock Pride.” “That’s experiential research. If you build an For its fi rst foray into the Canadian LGBT market, Lucky Charms airport installation, do you sit at the gate and leveraged the success of the umbrella theme launched in the watch the behaviour of people or do you just look US last year. It had one simple message –“tell us why you are at a bunch of numbers? It’s a mistake if a brand #LuckyToBeyou”. Consumers chose the charm that best represented uses experiential marketing to collect data that them and took photos in front of a colourful backdrop. Social media sits and is analyzed and six months later there’s a quickly took over with over 70% of content originating in Canada and conclusion. The consumer moves too fast today. 30% originating in the US. It’s the responsiveness and adaptability that Across all programs, there was one consistent theme: authenticity. the medium allows for that I think is ultimately David Diamond, agency president, says, “It was all about how to be as authentic as possible with the people we’re trying to reach. For driving a lot of success.” a brand to advertise and say ‘we support Pride’, that’s great. But to Diamond adds, “Sometimes it is the simplest actually be in the heart of Pride and for attendees to celebrate with insight that produces the most brilliant work. the brand makes it more special. That’s ultimately worth more to Experiential research will often lead to that the demographic than any ad.” simple insight.” S43

ST.25544.ExperientialSuppRev.indd 43 2014-09-24 11:06 AM Tangible lessons from startups BY DAVID GRISIM

fter 17 years at a global CPG A behemoth, I made the leap to a startup that is a supplier to the big guys. And I’ll be damned if I didn’t quickly learn important lessons I wish I knew before. Sure, there’s being agile and lexible and the other stuff we’ve all heard a million times, but I’m thinking about the tangible actions I could have taken with a bit of startup enlightenment. So, here are my practical tips to help you act a bit more like a scrappy startup:

Be willing to call “bullshit” on bullshit measures We hire really smart people. Then we ask them to turn a blind eye to stupid measures and processes that exist only because of inertia. A brand manager Not getting bogged down in data gave Wieden+Kennedy the freedom to forge a great reinvention journey for Old Spice. recently told me she measures sampling success purely on CPMs and how so with the condition that its advertising that I thought could be good for them a quickly samples can be distributed. That would not be measured. This freed it couple of assignments down the road. explains why so often outside my ofice up to take all of us on one of the great Then, I’d ind myself stuck with a job no at Yonge and Bloor in Toronto someone reinvention journeys in modern brand one else wanted, and I lost the one person shoves an unqualiied, unmeasurable history. At a startup you are (likely) who was hitting it out of the park. At Exact sample into my hand. Now, this brand unencumbered by excess data (at least at Media I hope to keep my great people for manager is a smart marketer, and she the beginning), freeing you up to listen to the long haul, but I hire them for a tour knows how ridiculous her approach your gut ever more intently. And if you do of duty. I think this transparency leads to is, but she explained to me that things right, you’ll look at data after the greater loyalty than making promises I management endorsed it. At our startup fact to validate your amazing gut instincts. might not be able to keep. we can’t afford to waste time, money or other resources on bullshit processes Create “tours of duty” instead of “career paths” Be careful how you reward suppliers and measures. And neither can you. In The Alliance: Managing Talent in the As a startup, you’re always thinking about Networked Age, author Reid Hoffman joint value with your partners. If you’re Never let data silence that beautiful voice in talks about breaking the cycle of mistrust with a large organization that outsources your gut between employee and employer by project management and sourcing Much like removing your sense of sight communicating like adults. Let’s stop decisions, it’s as important to reward enhances your pretending employees don’t roll their them for growing the top line as it is for hearing or taste, eyes when we talk about “the employee/ protecting the bottom line. If the sole removing (or employer deal” (a.k.a. “Do great work and measure of marketing success by your reducing) the we’ll look after you”). Why not instead sourcing vendor is cost savings, there’s reams of data at focus on keeping top talent by helping a risk of also driving out a lot of value, your ingertips can them build their personal brand through ultimately delivering commoditized enhance your gut an assignment that best utilizes their skills services with low costs and even lower instincts. A case and passions? And, as a “tour” nears the ROI. Instead, reward sourcing vendors in point: When end, structure their next project to best for improving ROI, and they’ll be just as Portland-based use their talents and interests. Or part on motivated by delivering great marketing DAVID GRISIM is CMO Wieden+Kennedy great terms if you can’t make it work. as they are by cutting costs. and Canadian managing took on the I’ve lost outstanding people who loved director of Exact Media, challenge to their non-traditional job and produced Is this the entire list of what I wish I and a former marketing reinvent the Old great results. But I pushed them back into knew while in the corporate world? Not director at P&G. Spice brand, it did the mainstream to a role they didn’t want even close. Talk to me in three months.

44 www.strategyonline.ca

Forum.Oct14.indd 44 2014-09-24 9:00 PM The real science of advertising BY EMMA HANCOCK

ave you ever had this happen? “Advertising is about competitive nothing short of brilliance. H You’re on a plane when advantage, and the science of business Because it’s not an exact science – suddenly the light attendant and communications make advertising humans are hard to predict. “Without makes that announcement we all dread, kind of like a guided missile of ideas – emotion, consumers are trapped in “Is there an advertising professional on weapons of mass attraction,” as David rational decision paralysis,” says Leech. board? We have a medical emergency and Brimson, director-Europe, marketing “Science has shown that only emotional we can’t ind any doctors.” No? Me neither. and sales, at McLaren Automotive, responses as registered by the central I’m not a doctor, so I can’t do what doctors describes. “It’s the processes behind the nervous system are capable of physically do. And presumably, doctors can’t do agencies’ internal brief that must have galvanizing a consumer to reach out what I do. the most discipline and process. It’s this and click or pick something off the rack Or can they? I decided to ask my doctor bridging role, the transition from client or shelf.” Therefore, everything we put for a second opinion. internal thinking to the shaping of the out, even short-lived daily content, During my yearly physical, I asked her external consumer expression where the must have strategic depth and make an whether she believed she could do my real agency value is – harnessing and emotional connection. job. “Well, I ind advertising intriguing. directing creative horsepower makes that So you’d think that all agencies But I don’t think I could do it because missile of ideas a smart missile.” would be focused on the true science, I am used to doing things I know, have right? Michael Farmer, chairman and been trained for and done research in. I CEO of Farmer & Company in New believe someone in your ield needs to be ADVERTISING IS York, a leading agency compensation an expert the same way they do in mine. ABOUT COMPETITIVE consultancy, shared his point of view: To suppose there isn’t a science behind it “The simple answer is ‘no.’ Agencies is preposterous.” And just like that, from ADVANTAGE, AND THE are being relegated to executional roles the top of the professional food chain, SCIENCE OF BUSINESS at commodity-level fees…disinvesting total afirmation. from account management and strategic Today, the popular opinion is that AND COMMUNICATIONS planning head counts. They’re hanging data and measurement is the science MAKE ADVERTISING on to their creative resources, but these in advertising. I beg to differ. The real other departments are being downsized science isn’t an elaborate targeting KIND OF LIKE A GUIDED and juniorized in an effort to generate scheme with its gang of accomplices: MISSILE OF IDEAS – holding company proit margins.” Optimization, Deployment and Metrics. WEAPONS OF MASS He goes on to say, “At a time when the “Advertising is communication, and marketplace and media possibilities have communication theory is a social science,” ATTRACTION never been more complex, agencies are explains Charles Leech, partner at ABM simplifying in an effort to make proits in Research. “It’s systematic in analysis and I’d hate to see where that missile the face of declining fees.” is based on knowledge of how people would go without a plan. So there it is. Maybe we’re not encode, transmit and decode visual, So where do you learn the science of doctors, but we better start paying more aural, kinesthetic, olfactory and other advertising (surely there’s a course for all attention to the discipline of advertising phenomenological this)? Well, sort of. and brand building. Clients are looking input.” Sounds “In many ways, the discipline of for strategies that drive brand growth, intense, because advertising is learned on the job. This proitability and share gains. They’re also it is, and it may be can be a great thing. Or not. It depends, looking for a defensible position in just the only advantage obviously, on where you work,” says about every decision they make. They left in a world of Stuart Macmillan, CD at Lg2 in Montreal. crave science, they need science…Let’s product parity Like that great doctor, we glean just make sure we guide them with the repressed by so much of the critical knowledge, real science. disposable content. experience and skill from living it, in Some brands, practice, with real consequences. And EMMA HANCOCK even great brands unlike media metrics that churn out stats is a founding partner without parity, I at the touch of a button, the ability to not of Heroes & Villains might add, bank only create but also predict what your Advertising. on the science. audience will like and respond to takes

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Forum.Oct14.indd 45 2014-09-24 9:01 PM 46 www.strategyonline.ca

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