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ST.25392.Bose.indd 1 2014-09-24 4:26 PM APRIL 2015 • VOLUME 26, ISSUE 3

A Toyota spot with Paralympian Amy Purdy is among the marcom ushering in the latest era of what’s normal in mainstream advertising.

16 22 38

The new normal Cause + Action Awards Sun Life turns 150 Is advertising refl ective of today’s Bell cycles its way to another How a Canadian fi nancial institution society or do we still have far to go? victory as it places fi rst in the race for took the world by storm and evolved in best CSR initiative a tough category

4 Editorial Holding a mirror up to advertising • 8 Upfront Encouraging girl power and STEM careers, plus the government shines a spotlight on sexual harassment and brands give donation power to the people • 14 Non-profits play bait and switch on consumers, but is deception an effective strategy? • 34 Canada Dry Mott’s is betting big on product innovation • 42 The 2015 CASSIES celebrated the most effective work in the country • 48 Forum Phillip Haid wants less awareness and more action, and Janet Kestin wants better storytelling • 50 Back page The children are our future, and Rain43 breaks down what they’re into

THE NEW ON THE COVER: This issue we explore the hot topic of diversity and inclusion in advertising. It seems like some NORMAL brands are shattering preconceived ideas about who should be represented in ads, but are ads really refl ective of ARE ADS REALLY SHATTERING society today? To drive this idea home, we went with a simple, graphic design. Here’s to breaking new ground. THE DIVERSITY STATUS QUO?

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Contents.Apr_15.indd 3 2015-03-19 7:35 PM april 2015 volume 26, issue 3 A call for more inclusion www.strategyonline.ca vp, publisher | mary maddever | [email protected] editor | emily wexler | [email protected] recently asked a friend who is gay what he thought of two commercials art director | tim davin | [email protected] I that featured same-sex couples – the Tide commercial and “The Cheerios Effect” spot. special projects editor | jennifer horn | [email protected] He couldn’t really recall the Cheerios commercial at irst, but when I reminded copy chief & writer | tanya kostiw | [email protected] him that it was about a couple and their adopted daughter, he said it was a nice news editor | harmeet singh | [email protected] ad that seemed natural and authentic (probably helped by the fact that they were reporter | josh kolm | [email protected] real people and not actors). contributors | phillip haid | megan haynes | janet kestin | patti summerfield The Tide commercial, on the other hand, stood out to him and felt a bit…forced. associate publisher | lisa faktor | [email protected] He said it came across as if it was speciically going after a gay demographic, and advertising sales supervisor | neil ewen | [email protected] he wondered why. He noted that the commercial felt a little heavy-handed in account manager | kelly nicholls | [email protected] highlighting the couple’s “gay-ness.” He would have rather seen a Tide commercial marketing co-ordinator | alex khotsiphom | [email protected] that features a couple who happen to be gay, than an ad that seemed to be about a gay couple speciically. All CORPORATE that being said, he acknowledged that it was still a step president & ceo | russell goldstein | [email protected] forward, and nice to see. vp & editorial director | mary maddever | [email protected] What he said echoes Max Valiquette’s point in our vp & publisher, realscreen | claire macdonald | [email protected] feature about inclusion in advertising, starting on vp & publisher, kidscreen | jocelyn christie | [email protected] p. 16. There’s a subtle difference between marketing to vp administration & finance | linda lovegrove | [email protected] a speciic group and marketing to everyone whose chief information officer | omri tintpulver | [email protected] world happens to include that group. Another P&G brand, Swiffer, really got it right when it featured a dad production & distribution supervisor | robert lines | [email protected] who happens to be an amputee. It wasn’t about evoking senior manager, audience services | jennifer colvin | [email protected] sympathy or showing strength, he was simply a guy who manager, audience services | christine mcnalley | [email protected] had challenges cleaning hard-to-reach places, just like the rest of us. how to reach us Strategy, 366 Adelaide Street West, Suite 100, Toronto, Ontario, Canada M5V 1R9 And that is what the new normal should be. An Tel: (416) 408-2300 or 1-888-BRUNICO (1-888-278-6426) Fax: (416) 408-0870 acknowledgement that there are different types of www.strategyonline.ca people in the world, but at the end of the day, we’re all customer care To order a subscription, visit www.strategyonline.ca/subscribe. To make a change to an just people with a lot of the same thoughts and struggles. existing subscription, please contact us by email: [email protected]. TV shows like Modern Family and Glee have gone a long way in normalizing what Tel: (416) 408-2448 Fax: (416) 408-0249. PO BOX 369 Beeton ON L0G 1A0. has been considered “different.” And the internet has certainly made the world subscription rates STRATEGY is published 12 times per year by Brunico Communications Ltd. smaller and less mysterious. In Canada: One year CA$80.00 Two years CA $144.00 But it’s telling that we’re still taken aback when we see a gay couple in a (HST included. Registration #856051396 RT) Single copy price in Canada is CA$6.95. Please allow four weeks for new subscriptions commercial for a household product, mostly because it’s a space we’re not used and address changes. to seeing them in. Advertisers, naturally, are concerned with the bottom line. If copyright and trademark there’s a chance you could alienate your target demographic in some way, thus 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 hurting sales, chances are you won’t take that risk. or in part without written permission. Reprint requests should be sent to On the other hand, if you don’t expand your horizons beyond featuring the [email protected]. © 2014 Brunico Communications Ltd. white, 35-year-old suburban mom, you could be missing out on new customers. postmaster notification Canadian Postmaster, send undeliverables and address changes to: Strategy, PO BOX 369, And don’t underestimate that suburban mom either – she might be more Beeton ON L0G 1A0 [email protected] U.S. Postmaster, send undeliverables and address changes to: Strategy PO BOX 1103 inclined to buy your product if she sees that you’re representing her friends and Niagara Falls NY 14304 Printed in Canada. Canada Post Agreement No. 40050265. neighbours as well. ISSN: 1187-4309.

Advertising is playing catch-up to the rest of society, and it has a lot of catching Member of up to do. Perhaps, then, we should consider advertising the true test of inclusion. When we don’t bat an eye seeing someone beyond the conventional norm in an ad, we've reached normalization. It’s your move then, advertisers. Do you want to We acknowledge the fi nancial support of the Government of Canada through constantly play catch-up, or do you want to lead the charge? the Canada Periodical Fund of the Department of Canadian Heritage.

Emily Wexler, editor

4 www.strategyonline.ca

EditMasthead.Apr_15.indd 4 2015-03-19 7:36 PM Business news in Canada is about to be redefined.

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ST.26139.Globe.indd 5 2015-03-19 3:48 PM april 2015 volume 26, issue 3 Content 360: everything is a story www.strategyonline.ca UPCOMING EVENTS

anet Kestin’s Forum column in this issue is well worth your time, and ARCADIAN COURT / APRIL 21 & 22, 2015 J not just because of the scintillating lede (go on and skip ahead to p. 49). Coles Notes: she says marketers need to be better storytellers, and explains how to be more riveting in the boardroom and with the consumer. It’s not a new thing. Spinning a good yarn has been the super power of most great leaders. But bands have to be gutsier to get attention now. You need to try different things. Triumphing over inertia and selling something unproven requires potent storytelling. And the pace of change keeps accelerating, so the degree of BERKELEY CHURCH / MAY 21, 2015 innovation needed to make a difference has become radical. Those storytelling skills have to do more than illustrate a point – they have to paint a new vision. We can see that in our Cause + Action winners (p. 22), with the Samsung partnership with Autism Canada being a great ADVERTISING +CH TE + MEDIA + CONTENT example of new vision. “Look at Me” is an app developed in Korea that helps kids with ALSO IN THIS ISSUE... autism make better eye contact and read facial expressions, and it launched here. Samsung Canada loaded the app on Galaxy tablets and gave them to families living with autism. For a brand that helps people build connections using tech, SPONSORED SUPPLEMENT this is a powerful story. Tech is enabling incredible new ways to connect, but the brands that resonate have compelling stories, and that’s the content we share. Because of changes to how we consume UPCOMING SUPPLEMENTS content (and our TV industry’s slow response), the recent CRTC regulatory reset will have an impact on Canadian storytelling. June While designed to create a better proposition for consumers and a better shot THE AGENCY A-LIST: at success for Cancon, the funding emphasis on quality over quantity, decreased CREATIVE, DIGITAL, PR & MEDIA Cancon levels during daytime and lack of genre protection for specialty also COMMITMENT DATE: APR 15, 2015 point to potentially less Canadian TV content volume. July/Aug But it also points to a bigger role for brands to play. Hits are a numbers game THE NEW REWARDS: – the more swings, the more likely you’ll make contact. So there’s an opportunity PREMIUM INCENTIVES to collaborate. At strategy and Playback’s branded content event in March, we COMMITMENT DATE: MAY 1, 2015 launched BCONXchange, a platform for marketers and media agencies to ind projects that Canadian producers are working on. Originally designed as a For details please contact: database of new programs, Xchange 2.0 now has a focus on also inding partners Lisa Faktor with expertise in different genres, to make collaboration easier. (Get in touch [email protected] with Media in Canada’s Val Maloney at [email protected] to learn more.) 416-408-2300 x477 As brands move more into content streams, keeping the story front and centre Neil Ewen will win. That same storytelling approach brought to entertainment should spill [email protected] out beyond traditional content channels. Take loyalty programs. Some have 416-408-2300 x248 mastered pretty compelling personalization (thanks for my Kicking Horse bonus points, PC Plus), but if one of these apps speaks to me with a sense of humour, Kelly Nicholls spins a whimsical tale about what do with dragonfruit, I’d be even more sold. [email protected] 416-408-2300 x444 Cheers, mm Mary Maddever, publisher, strategy, Media in Canada and stimulant

6 www.strategyonline.ca

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ST.26130,CMA.indd 7 2015-03-19 3:53 PM FUTURE DO-GOOD INNOVATIONS By Jennifer Horn

Humour us for a minute and tap into your visual cortex, will you? Imagine being an inventor of things that provide functional and social value. What would your creations look like? While you think about that, take inspiration from some innovations we came up with and would love to see brands create.

A SELF-AWARE RECYCLING BIN MATTEL’S GIRL POWER Perfect for: a packaging-heavy brand, like Kellogg’s. By Harmeet Singh We propose the invention of a self-aware recycle bin. Recycling, after all, can be diffi cult to grasp. What goes in and what stays out? This bin would be conscious of ooking at viral sensations like GoldieBlox’s girl what items are being chucked and would (gently) tell its power-focused toy ads and Always’ recent #LikeAGirl L owner to think again if the item isn’t recyclable (in a voice phenomenon, female empowerment seems to be the of your choice: think Mr. T announcing he “pities the fool new black. And if the recent introduction of The Glass Lion: The who puts batteries in his bin”). It would track what’s been Lion for Change award at Cannes for gender equality-focused recycled and present a stat, like how much plastic was marketing is any indication, even more empowering ads will be saved from going into a landfi ll, to motivate the owner to coming our way soon. keep at it. One of the most iconic girls’ toys recently made girl power a bit more literal. Mattel’s latest campaign for Barbie, centred around a LOOK MA, NO SUNBURN superhero-themed character, is showcasing girls’ entrepreneurial Perfect for: a sunscreen sides and aims to have them feel heroic in their everyday lives. brand, like Coppertone. Some parents will resort to The brand’s “Be Super” global platform – centred on the launch bribery to get their kids to of its Princess Power toy line, DVD and other products – is all cover their skin with lotion about girls recognizing their own super powers, even if they don’t when they go outside. But have magic to support them. what if there was a sunscreen “The brand positioning has always been ‘anything is possible,’ that turned the time-sucking so you can be a mermaid, you could be a fairy, it’s really application into a game? Kids would apply the special completely limitless,” says Lu Huang, senior marketing high-SPF cream, and then use an app on a mobile device associate at Mattel Canada. to scan their skin and check that they’ve got every inch This time around, the brand is going more real-world. covered. The specially-formulated sunscreen would be For the Canadian launch, Mattel worked with Toronto detected by the device’s camera and shown on the screen agencies TrojanOne and Strategic Objectives to highlight via augmented reality, revealing exact coverage. And four Canadian girls leading programs to help their like any good game, they could earn points and compete against friends. communities, donating $15,000 to the girls’ respective causes and featuring them as leaders of a Super Squad WASTE WATER NO MORE to inspire other girls to be their own heroes. Perfect for: A water purifying brand, like Brita. Canadian girls are being asked to follow in the squad leaders’ Did you know earth-conscious people can buy a shower footsteps and showcase their acts of everyday heroism (like head that turns off after running for a certain amount sharing or helping a friend) on the brand’s “Be Super” microsite. of time? How about we take that further and create Mattel is driving trafic to the site through its TV ads, part of its a personal bot that keeps track of how much water a global creative, with media bought by Carat. household uses on a daily basis? The connected robot While still in the pink and princessy realm, the new (which can communicate with your phone) would set characterization is in line with the brand’s emphasis on green limits for water consumption in each room, focusing empowerment, highlighted by its Entrepreneur Barbie launch last mainly on the bath and kitchen spouts, as well as the garden hose and washing machine, sending alerts when year. It also allows girls a more female-friendly superhero, since you use too much. It would also suggest ways to curb those characters tend to skew towards boys, Huang adds. water use, like abstaining from doing laundry that day, to help you meet your goal. SUNBURN PHOTO: NATALIA BALCERSKA PHOTOGRAPHY BALCERSKA NATALIA SUNBURN PHOTO:

8 www.strategyonline.ca

Upfront.Apr15.indd 8 2015-03-19 7:11 PM CAUSE ENGAGEMENT BY THE NUMBERS By Josh Kolm Nearly every Canadian (94%, to be exact) believes it is a good idea for a company to support a cause, but what is the best way to make sure a CSR campaign actually connects with consumers? Using data compiled by Ipsos from 1,500 participants, presented at the most recent Companies and Causes Canada Conference, here’s a portrait of what Canadian consumers think about engaging with brands’ CSR efforts. 80% 60% BRANDS GET of Canadians actually engage with says companies should be supporting cause marketing campaigns. bboth mental health and poverty, tied forf the top cause ahead of children’s STEM-SATIONAL charities,c environmental causes and STEM has become a hot term in Canada, as experts here suggest 20% physical health. the economic cost of not illing positions in science, technology, are skeptical about whether it results engineering and math ields will be high. in something good. When askedked totor recall compcompanies A 2013 report from non-proit Let’s Talk Science suggests the affi liated with a good cause, country will need an additional one million skilled workers with at least some STEM education by 2020. 36% Tim Hortons Brands are now encouraging innovation and development in say alignment with a good cause is is mentioned most often, followed by STEM, upping the fun factor to reach a younger demographic. important for purchase intent. CanadianC Tire, McDonald’s and CIBC. In a follow-up to its TV spots depicting kids magically making ordinary items bigger and better with its new EcoAdvanced batteries (created by TBWA\Chiat\Day in the U.S.), Energizer 84% went more real-world last month by launching a contest meant 45% say they would switch to a brand think companies in the fi nancial to inspire kids to take on STEM careers. affi liated with a good cause if price industry are affi liated with good Through a Facebook contest running until July in Canada, the and quality were similar causes (in fi rst place among all brand is collecting ideas for battery-powered toys from kids to its competitor. industries). ages ive to 12 for a chance to have their creations brought to life by 3D printing. The brand is also providing a $10,000 RESP for the contest winner. 59% “Innovations like [EcoAdvanced] are vital to continuing to have given to a cause when asked for 25% think companies in the alcohol minimize Energizer’s impact on the planet, but without children a donation at checkout, but only engaging in STEM ields now, future innovation like this will be and pharmaceutical industries rare,” says Michelle Hodd, senior brand manager for Energizer are affi liated with good causes, in Canada. 30% (tied for last). say that is their preferred method Tech giant Cisco is also continuing its ongoing STEM-centric of giving. CSR. Working with Fuse Marketing, the company has created several videos showcasing science and math concepts by using 60% sports, as part of its activation for the Pan Am Games. 31% want to hear about the impact For the launch, Fuse also created a website with free of a brand’s CSR work. say embedding the cost of donations resources and lesson plans for science and math. into a purchase is the preferred Cisco has traditionally focused its STEM efforts on high school method. and post-secondary students, but is skewing younger after 1/3 seeing older kids lacked certain foundations. prefer to hear about it only once a “For us, that’s really important, because we want to improve year, with another 1/3 wanting to our workforce as well,” says Daniel Aziz, marketing director for hear about it monthly. Cisco Canada. “So we also want to be invested in making sure the younger generation is taking these topics seriously and are engaging with them.” HS With files from Josh Kolm

April 2015 9

Upfront.Apr15.indd 9 2015-03-19 7:12 PM MAKING SEXUAL VIOLENCE

EVERYONE’S PROBLEM By Josh Kolm

to do with me.’ When you talk about it in terms of the bystanders, it makes us all feel complicit.” The spot will be airing on TV and in cinemas across Canada, with a digital media buy by ZenithOptimedia still in the planning stages. While there are currently no further videos planned, the campaign will be rolled out in print and out-of-home in the near future, with creative that puts the viewer in a situation where they are forced to choose who they want to help. “It’s all supposed to make you feel uncomfortable and make you question what you’ve done in the past or what you are doing now and start to talk about it,” says Kelly Zettel, creative group head at Leo Burnett. “But the work we’re doing is just one piece of a much larger puzzle that the premier has put into place.” At the launch of the initiative, Ontario Premier Kathleen Wynne said it would also include legislation that overhauls workplace safety laws as they relate to sexual assault, expedite the process of prosecution against offenders and remove the two-year statute of limitations on civil sexual assault claims. However, when it comes to sexual violence, laws can girl struggles as a guy tries to force her only go so far to prevent something Wynne said “is A clothes off at a party while a friend ilms it. rooted in misogyny, which is deeply ingrained in our A woman is visibly uncomfortable as her culture” – one of the reasons the premier said the ad male coworker rubs her shoulders. A teen shares what campaign is “key” to the whole initiative, as it brings can only be compromising photos of his girlfriend with what might be in the public’s subconscious to light. his friends in the hallway. A guy slips something into a “It’s a societal problem,” John says. “It’s not a women’s woman’s drink when she isn’t looking. And each time, issue or men’s issue or victim’s issue – this is really an the male turns, looks at you and says thank you. A voice issue that every citizen should be engaged with. It’s a delivers the message: “When you do nothing, you’re collective responsibility to put an end to this behaviour. helping him. But when you do something, you help her.” The perspective we’ve taken is about making people These are scenes in a video, developed by Leo think about what they do and start a conversation.” Burnett, which served as the start of a $41 million, John says the attention gained from the irst three-year strategy launched by the Ontario government spot will hopefully carry some momentum as the on March 6 to combat sexual assault in the province. government’s plan continues to unfold. In its irst And instead of reaching out to victims, or attempting to two weeks, the oficial video on YouTube garnered change the behaviour of perpetrators, it’s calling on the more than 350,000 views and the government’s rest of us to do our part. Facebook post earned nearly 500,000 impressions, “Most people, when they do talk about [sexual but re-postings internationally, including user-made violence], don’t talk about it from this perspective,” says translations in Turkey and Portugal, have pushed that Judy John, CEO and CCO at Leo Burnett. “When you talk reach into the millions. Meanwhile, the campaign’s about it in terms of just the victim or perpetrator, it’s hashtag, #WhoWillYouHelp has garnered more than easier for people to say, ‘That doesn’t have anything 23 million impressions.

10 www.strategyonline.ca

Upfront.Apr15.indd 10 2015-03-19 7:13 PM THE AGENCY A LIST Award-winningAward-winning mmedia,edia, PPR,R, ccreativereative andand ddigitaligital aagenciesgencies aarere iinvitednvited ttoo ttakeake ppartart iinn oourur aannualnnual AAgencygency AA-List-List ssponsoredponsored ssupplement.upplement.

Showcase your skills and successes to Canada’s brand marketing community through an in-depth profi le in our June issue, which is also distributed at Cannes Lions and with the Globe and Mail.

New this year: Digital profi les and strategy-produced videos delving into each agency’s culture and M.O., provide a year-round RFP resource on strategyonline.ca.

Agencies that qualify to participate: 1) have been shortlisted for the Agency of the Year in the past three years, or 2) placed in the top 20 of strategy’s 2015 Creative Report Card, or 3) won either the Best of Show at ACE, Anvil, Ice or the Grand Prix Créa in the last two years.

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ST.26280.BrandAgencyHA.indd 11 2015-03-19 5:21 PM MORE POWER TO THE PEOPLE TD isn’t the only brand looking to empower customers through CSR work. In December, Telus and The&Partnership launched the “Good Deeds for Wild Things” campaign (pictured below), giving Canadians a chance to allocate a portion of its $5 million commitment to wildlife preservation. Anyone could go to a microsite and divide $50 among different efforts that protected various animals, while Telus customers received special promo offers to increase the amount they could dish out. And it’s not just money being put into peoples’ hands, either. In February, Indigo’s Love of Reading Foundation launched the “Top10” campaign, giving Canadians the opportunity to go online and vote for books they think the retailer should donate to the TD INVOLVES THE MASSES under-funded school libraries it supports. or its “#MakeTodayMatter” video that has more than 20 million views. When she spoke to strategy in February F campaign, TD, working with Leo For “#MakeTodayMatter,” TD utilized as “Top10” was launching, Jennifer Jones, Burnett and Diamond Integrated in-branch customer relationships, as well as VP of the Indigo Love of Reading Foundation, Marketing, gave 24 people across North local organizations and social media, to pick said it wanted to go beyond asking for a America $30,000 to infuse back into their out people who already had a proven track donation, instead allowing its customers to communities, which they did through things record of doing good and knew what else their involve their pre-existing interests. like buying instruments for a school music communities needed the most. program, creating LGBT-safe spaces and “We are guided by those who know what launching community transportation programs. a community needs and how to enable it, so Their actions were highlighted in a series of we listen and help solve local-level problems YouTube videos, which collectively saw more together,” Stamper says. He adds that enforcing than ive million views. that stance in consumer-facing campaigns “We want to be part of our local doesn’t just engage the public, but the communities and the only way we do that organizations and communities it works with. is [by] being tuned into the needs of our “What gets played back to us, whether it’s the customers. We can’t be out there telling United Way or conservation groups or the anyone what we think is best,” says Chris local communities, is that it creates an extra Stamper, SVP of corporate marketing, level of passion and engagement.” community and environment at TD. “Our TD could have accomplished this change community giving strategy has always been without recording it on camera, but Stamper less about writing a cheque and more about says the engagement and empowerment is a being engaged [with them].” big part of the value in its work, as it shows TD’s alignment with helping communities the country what a single person can do for has been built on its pre-existing the people around them. “It’s a conversation we already know customer-centric brand image. While “It resonated with people because they these people love to have,” she said. “It “#MakeTodayMatter” was being planned, could see themselves doing that,” Stamper makes them think about that one book that TD gained attention for its “#TDThanksYou” says. “You don’t get that many views and might have changed their life and shows campaign, where customers who visited ATMs impressions on a video if it doesn’t reach them a way to give another child that same were given gifts and cash, documented in a people on a deeper level.” JK chance.” JK

12 www.strategyonline.ca

Upfront.Apr15.indd 12 2015-03-19 7:14 PM HOME DEPOT KEEPS IT CLOSE TO HOME For the past year and a half, the retailer has been quietly working to end youth homelessness. Here’s a look inside its strategy of building a reputation with experts and non-profi ts, eschewing a mass consumer-facing campaign.

develop programs and fund research. To date, roughly a year and a half after it was launched, the initiative has spent over $4 million of its commitment. The thing that sets Home Depot’s work apart, according to Klein, is that it is built on the expertise of those who know the issue best, including academics, organizations that work with homeless youth and young people themselves. Those experts sit on the foundation’s advisory committee, which guides its efforts. The Orange Door also hasn’t been the subject of any major campaigns, aside from some promotion in-store through displays and donation drives. That’s because research showed awareness wasn’t what was required if the retailer really wanted to play a role in the issue’s eradication. And Klein says Home Depot has earned a spot as the corporate leader on the issue among homelessness organizations, which to him shows its efforts are on the right track. “In doing things this way, it may [not] have a short- term ROI in the way of impressions, clicks or even donations,” Klein says. “But in the longer term, there’s less risk and more ultimate value. It contributes to their reputation and is incredibly authentic and based in reality.” Klein says, should the brand decide to go with a consumer-facing campaign, it would be more effective, aul Klein, founder and president of social as a research- and expert-backed approach provides a P responsibility agency Impakt, says the cause safeguard against the skepticism consumers have when a brand aligns itself with is sometimes better a corporate entity associates itself with a cause. served with a strategic approach that is measured, subtle Klein also says doing this goes against what he calls and focused on serving the long-term needs of an issue, the “social change by convenience” trend, as it is a long- instead of a national campaign that drives awareness. term program that isn’t simply asking for a click. Klein points to his agency’s work with Home Depot “These are serious issues and it requires a degree of Canada. In October 2013, the retailer’s foundation consideration,” he says. “People are looking for more and Impakt published their irst white paper on youth than clicking here or giving here and then it’s done. homelessness, outlining the opportunity and role the They recognize the issues require more than that to be company could have in being a key part of eradicating addressed in any real way.” JK the issue. It launched The Orange Door, an initiative and $10-million commitment that has seen the retailer enlist suppliers and associates, embark on repair projects,

April 2015 13

Upfront.Apr15.indd 13 2015-03-19 7:38 PM THE OLD BAIT AND SWITCH CAN A DECEPTIVE CAUSE CAMPAIGN SHOCK OFFENDERS INTO CHANGING THEIR WAYS, OR WILL IT JUST ALIENATE THEM FURTHER? BY JOSH KOLM

t’s November and cold weather is about to care of it anymore sounds promising. But you can’t sign I come to Montreal. You take to the internet to up because every time you try, you’re redirected to a ind a sharp new fur coat at the right price. Toronto Humane Society site highlighting stats about Above: The before and You remember seeing a poster for a fur discount site the pet abandonment. after of traps set for other day while shopping in Lush, so you start there. Just All of these campaigns were launched by non-proits Canadian fur buyers as you think you found your coat, the site freezes, a black and brands since the fall. Any good ad campaign is by the SPCA and Fur-Bearer Defenders spray-paint effect covers it up to display this message: going to capture attention and reach audiences, but for of Canada (top) and “Over 100,000 animals are killed for their fur every year organizations looking to do good, a great campaign is fi ckle pet owners by worldwide.” It seems your shopping is done for the day, one that results in change. Maybe this is why some have the Humane Society as you’ve been redirected to an anti-fur website set up by turned to more deceptive tactics – like setting up a fake (bottom). Opposite Fur-Bearer Defenders of Canada and the Montreal SPCA. website or promoting a non-existent service – to draw page: An Amnesty You feel pretty crummy about yourself. Maybe a in the people who are causing or perpetuating the issue International display ad for a travel site brought vacation to Mexico will lift your spirits. Except, why and, hopefully, change their minds. But then again, a awareness of Mexico’s does this travel site offer prison cells as lodging and lecture, no matter how it’s packaged, is still a lecture. human rights abuses. beatings as package features? You click around for more Rob Young, SVP of planning services at PHD Canada, information and you’re sent to Amnesty International’s believes this is strategically sound because it recognizes website, featuring information about human rights and effectively triggers something called a “somatic violations and police brutality in the country. marker,” one of the principles his agency uses in its How about some companionship? An app that lets planning system. A somatic marker is the moment of you adopt a puppy and trade it in when you can’t take a gut-level, emotional reaction to a stimulus. These

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Creative_Apr15.indd 14 2015-03-19 3:01 PM reactions are sudden, instant and cause automatic behaviour. In fact, it might have the opposite effect. decision-making before they are followed up by a “You can’t change peoples’ fundamental behaviour rational thought. by trying to shame them,” he says. “These people are There can be positive somatic markers, like almost always going to win by persuading themselves, associating certain kinds of food with feelings of and the more extreme you go, the more they can feel happiness because of memories of eating them at like they’re just ignoring someone shouting at them. family dinners, or negative somatic markers, like Attracting people is always better than surprising them being repulsed by a certain kind of alcohol because and potentially repelling them.” of a bad experience. Young points out these campaign Nancy Lee is the president of non-proit and public tactics are actually forming negative somatic markers, sector consulting irm Social Marketing Services in creating a repulsion towards things like buying fur or Seattle, WA, and a professor of public affairs at the abandoning pets. University of Washington. She’s also written several “[In these cases] there is a deliberate action the books on effective cause marketing, including Social consumer undertakes before the emotionally intense Marketing: Influencing Behaviors for Good. She says the experience occurs,” Young says. “Then, there is an key with cause campaigns is knowing what mindset element of surprise, a kind of ad message version people are in, speciically the state of change. of someone jumping out from behind a tree at night While some scholars put the number of states of and scaring the shit out of you, and those are what is change as high as seven, Lee boils it down to four: pre- required to create a somatic marker.” contemplation (the time before an issue is brought to Young adds that a more emotionally intense experience someone’s attention), contemplation (when someone creates a more effective somatic marker, so the moment is aware of an issue and is thinking of how to address of shock in these ads could potentially be more effective it), enactment (taking action to make a change) and in changing behaviour than a traditional ad that simply maintenance (keeping up their new behaviour). presents facts. But, while Someone in the later two stages has already made up somatic markers motivate their mind and is unlikely to be persuaded to change. sudden decisions, it’s hard But if they are in the former, a campaign could be more to gauge their impact in the effective because it gives them a new tool with which to long term. change their behaviour. Philippe Garneau, Lee says audience research is important – president and ECD at GWP determining whether or not it’s going to work by asking Brand Engineering, believes your target, and inding who might be concerned about the cause advertising space the issue but hasn’t been motivated to do anything. “We “THERE IS AN ELEMENT OF is the only one where this want to know what it is someone could say or show SURPRISE, A KIND OF AD kind of strategy could work. or give you that would motivate you to [change] this Non-proits have a moral behaviour. Whether a campaign works depends on if MESSAGE VERSION OF SOMEONE ground to stand on against you can ind the target that says, ‘These are the facts I JUMPING OUT FROM BEHIND criticism for the false didn’t know about,’ and ind a good way to deliver those A TREE AT NIGHT AND SCARING pretenses they set up. Also, to them.” because of the tight budgets For some people, simply hearing an issue exists is THE SHIT OUT OF YOU” or short-term fundraising enough to get them to do something about it. The key - ROB YOUNG, SVP initiatives common for to effective social marketing, Lee says, is to discover the OF PLANNING SERVICES AT PHD CANADA non-proits, they’re well- barriers that have been preventing the rest from taking suited for these deceptive action and ind out what it takes to break them down. campaigns, as their She isn’t sure whether a bait-and-switch strategy is more effectiveness wears off the more they are used. or less effective than others at encouraging a change in In addition to more than 470,000 impressions and behaviour. While the conceit of these campaigns might 300,000 video views, the Toronto Humane Society’s catch people’s attention, their success depends on the “PuppySwap” campaign, created by Grip, earned fundamentals that back it up. international press attention. The anti-fur campaign, “It might be the way to get them to pay attention by Republik, saw 40,979 people visit the fake site. So to the message,” she says. “But it still depends on the employing misdirection might be a way to get a short audience because they’re all in different stages of burst of attention from those who already believe in change. And even if they pay more attention, it likely a cause, but Garneau is doubtful it draws the kinds won’t change their behaviour unless it’s something they of people it seems to be targeting or changes their didn’t already know.”

April 2015 15

Creative_Apr15.indd 15 2015-03-19 3:02 PM NORMALIZING TODAY’S RACE AND SEXUALITY ARE MARKETING HOT POTATOES, BUT NORMAL MORE BRANDS ARE STEPPING AWAY FROM AN ARCHAIC VERSION OF SOCIETY. WE EXAMINE HOW A RECENT MARCOM DIVERSITY ONSLAUGHT, WITH ADS INCLUDING LGBT AND DISABLED PEOPLE, IS HELPING TO USHER IN A NEW ERA OF NORMALIZATION IN MAINSTREAM ADVERTISING. BY TANYA KOSTIW

man rouses from his slumber to ind “Just Checking” featured a Jason Doolan, director of his chest covered in Cheerios, placed multiracial family and incited marketing, cereal, General Mills by his daughter in the hopes it will racist remarks on YouTube. The Canada, recalls that when his help with his heart health. brand ended up shutting down American colleagues showed It’s the premise of a touching the comments section, but made them “Just Checking” on a visit to Aspot for the brand in the U.S. from a strong rebuttal by featuring the Canada, the concept of a mixed- 2013. But it has become known for same family in the 2014 Super Bowl race family wasn’t shocking to them less endearing reasons. spot “Gracie.” or considered that progressive, he

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coverfeat_APR15B.indd 16 2015-03-19 6:20 PM explains. After all, the brand ran a Same-sex couples in advertising brand consciously deciding to deal spot in Quebec with a mixed-race is something we’re seeing a lot now, with potential backlash. family three years earlier and the says Jeff McCrory, chief strategic Depicting non-heteronormative talent just happened to be of varying oficer, BBDO Canada. “It is a trend, family structures is “something backgrounds. but almost because it’s been so that’s still, I think, at a very initial But while featuring mixed- absent, not because it feels out of and tentative, experimental level race couples in Canadian place now to me.” because [they aren’t] the face of advertising has become fairly Multicultural marketing and Canada if we look at it statistically,” commonplace, depicting groups the inclusion of non-traditional he says. Portraying a group such as such as people with disabilities, family structures and non- transgenders, for instance, who are the LGBT community and non- heteronormative sexuality can get statistically a small percentage of the heteronormative families is not as lumped into the same category, population, is more about brands far along on the course to becoming says Robert Kozinets, professor taking an ideological stand for a normalized in ads. more diverse and accepting society. But a recent onslaught of marcom And while same-sex marriage is changing that, contributing to the is legal and the law forbids latest evolution of normalization in “WHEN WE discrimination, it doesn’t mean all mainstream advertising. REALIZED...WE’RE Canadians are supportive, he says. “There’s still a large group of COMING OUT OF THE JUST TRYING TO people who are uncomfortable HETERONORMATIVE with such depictions of families,” ADVERTISING CLOSET REFLECT WHO he says. “I think it’s interesting and Progressive advertising in Canada important for us to realize that as today can be found in the form of WE ARE TODAY, marketers and people who work Os coming together – Cheerios to be in advertising, the social groups precise – which serve as a metaphor WE TRIED NOT TO around us are not always typical of for people. General Mills’ “The the people that we seek to sell to.” Cheerios Effect” campaign featured BE TOO WORRIED However, the number of same-sex vignettes of people sharing tales couples portrayed in ads is likely around the theme of connection, ABOUT THOSE proportionately less than the actual one of which depicts a gay couple number in society, he says. So the telling the story of adopting their WHO MIGHT desire to depict real people and the daughter, who is of a different knowledge that gay consumers are ethnicity. It garnered both positive CHALLENGE US.” signiicant to the economy is likely and negative attention. – JASON DOOLAN, DIRECTOR OF spurring companies to portray And General Mills isn’t the only MARKETING, CEREAL, GENERAL MILLS them. (Similarly, Debi Andrus, company of late in North America assistant professor of marketing at to feature same-sex couples in the Haskayne School of Business, mainstream marcom. Tide recently of marketing at York University’s University of Calgary, says this debuted a spot in the Canadian Schulich School of Business, but market segment’s value is inciting market featuring two male partners there’s a distinction. Featuring a some of the group’s inclusion in and their laundry (both clean and particular ethnic group in a banking mainstream advertising. And both dirty), while Tiffany’s new “Will ad in an urban centre like Toronto note certain brands have targeted You?” engagement campaign, could be reaching much of the this demo for years, such as Absolut.) “relecting a more modern brand’s target demo, he explains, “Companies, when they look at approach to love and romance,” but this isn’t the same as if a brand the big picture, particularly big according to the brand, similarly features a transgender person in its spenders like General Mills or Left: “The Cheerios Procter & Gamble, and they realize Effect” featured depicts a same-sex couple. And advertising, for instance. vignettes around of course, Honeymaid challenged The latter falls more into the how underrepresented certain peoples’ stories of the traditional interpretation category of CSR and brands being groups, particularly gay couples, are connection, including of the word “wholesome” by unafraid to take a risk, Kozinets says, in their marketing, I think they’re a gay couple adopting characterizing families of all kinds offering a hypothetical example of doing the right thing by representing their daughter and two – including those with same-sex a brand running ads with lesbian them in advertising,” says Kozinets. cousins (one of whom is deaf). parents – as such. couples raising children, and that “That said, it’s still not mainstream.”

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coverfeat_APR15B.indd 17 2015-03-19 6:31 PM the backlash it received from consumers. Artists created an installation of the word “Love” with the comments. “That wouldn’t work in Canada because you wouldn’t get the bile and the hatred,” says Tomblin. After all, knowing your audience is marketing 101, so relecting consumers’ reality makes sense. Max Valiquette, managing director, strategy, Bensimon Byrne, says for millennials today it can be about having their overarching landscape represented in a way that might not make them feel like they’re speciically targeted, but they don’t feel excluded either. “[It’s] one thing to say, ‘Here’s a gay couple, and if you’re gay, pay aimed to do with “The Cheerios attention to this ad because this Effect” – relect the reality of ad is for you.’ [It’s] another to say, society today, rather than push a ‘So we’re going to do a bunch of political agenda. advertising and periodically there But not all consumers interpreted might be a gay person in this and it that way – Doolan says people whether you’re gay or straight, if asked whether Cheerios was being your world is one that is inclusive of political with its marketing. However, the gay community, you’re not going it needed to be considered in the to feel like we’re not talking to you context of the overall campaign. with these ads anymore,” he says. “When you just [saw] this one “It’s the same way that in a execution, people tended to go to country as diverse as ours, as much places that we never intended,” as the majority of Canadians may he says. “We perhaps were naïve experience a sort of traditional, Moreover, a single ad portraying and innocent, but I think when we for want of better words, a same-sex couple might be viewed realized that we’re coming from heteronormative, white lifestyle – if in isolation and judged as such, the right place – we’re just trying to you’re looking at an ad that features he says, but differs from when it’s relect who we are today – we tried a bunch of people in a bar and considered in the larger context not to be too worried about those everybody’s white, you’re probably of a brand’s marcom efforts – for who might challenge us.” going to go, ‘What is wrong with instance just one of its past 50 ads Mark Tomblin, chief strategy this brand?’” features a same-sex couple and the oficer, Taxi, notes how this is more When it comes to portraying rest are all heterosexual. of an issue in the U.S. than in Canada. same-sex couples, Tomblin “You have to look at this in “You can run a Cheerios ad like sees advertising as trailing a bit context. And I think what [these [‘Cheerios Effect’] in Canada and behind society because it’s still From top: A new transgressive to see homosexual Tiffany campaign companies] are trying to do is the there might be a few people who go, depicts modern love; same thing that’s been happening ‘Oh, country’s going to the dogs,’ but partners holding hands for many Honeymaid’s “This for a long time with…ethnic images you don’t get the kind of backlash people. He expects the TV show is Wholesome” work in multicultural marketing and you get if you ran an ad like that in Modern Family helped advance ideas and its response advertising, which is to gradually the States,” he says. around same-sex parents over the to consumer bring in differences that are more Honeymaid in the U.S. past ive or six years. “It’s precisely blacklash. Opposite page: JCPenney representative of the population.” experienced this irst-hand with because it’s a comedy show that I eschewed traditional This is along the lines of what its “This is Wholesome” work, but think it has allowed these sort of mannequins last year. General Mills in Canada says it has found a way to literally repurpose ideas to enter into the mainstream

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coverfeat_APR15B.indd 18 2015-03-19 6:21 PM and for people to become more approach the typical handshake comfortable with them,” paving the during a job interview with “I VERY MUCH way for advertising, he says. someone without an arm), However, he still sees it as a risk, aiming to shift attitudes and ease SYMPATHIZE WITH noting it’s easier for advertisers to discomfort. Similarly, “The Cheerios stick to the conventional – not that Effect” included a disabled and a BRANDS THAT they should. deaf person in its vignettes, uniting “I very much sympathize with them with the other folks in the TRY TO PUSH brands that try to push the envelope common theme of connection. at all. The inertia in brand marketing Last year, P&G in the U.S. took THE ENVELOPE is astonishing because the upside normalizing “otherness” to new is always limited; the downside is heights in a spot for Swiffer, with an AT ALL.” potentially the end of your career.” amputee man presented as a regular – MARK TOMBLIN, CHIEF STRATEGY family man doing household chores. OFFICER, TAXI SMART SPOTS DISABLE Valiquette says the spot’s language DIFFERENCES Brands are less likely to cause a stir by depicting people with disabilities in their marcom than with same- sex families, but the former is not a common practice either. Michael Bach, founder and CEO, Canadian Centre for Diversity and Inclusion (CCDI), believes it’s still a highly underrepresented group in advertising, and that people with disabilities tend to be narrowly categorized (a person in a wheelchair, a blind individual and a deaf person). In reality, the community’s dichotomy is vast, he says, with visible and invisible conditions. But a recent slew of ads depicting people with disabilities – particularly ones that ease the gap of perceived differences between able- bodied and disabled individuals – is helping to contribute to the group’s and portrayal of the man discussing And spots that focus on people’s increased sense of normalization how it’s hard to reach certain parts disabilities aren’t necessarily less and inclusion within marcom. of the house to dust (made easier progressive or inapplicable to able- Last year in its Manhattan Mall with the Swiffer product) don’t differ bodied consumers. location, JCPenney displayed because of his disability. Comcast’s recent Oscars spot taps untraditional mannequins “There’s a huge difference into the imagination of childhood (originally made for a body image [between] ‘This is the brand of by showing a little blind girl series on Today) modelled after duster for people with one arm,’ sharing how she sees The Wizard real people. Among them was [and] ‘This is the brand of duster of Oz. While it promotes Xinity’s an individual in a wheelchair, a that allows anybody to get to places new talking guide for the visually man with dwarism and a former that they couldn’t normally get to.’” impaired, it’s still a way to highlight military paratrooper who lost But advertising still does tend its general services, while resonating part of his legs in Afghanistan. to highlight what makes someone with consumers on universal themes Meanwhile, U.K. charity Scope’s different, says Valiquette, although of wonder and the comfort of home. “End the Awkward” brought it’s not necessarily negative. After all, Meanwhile, the category of the humour to potentially awkward advertising is intended to be speciic disabled athlete (brought to the encounters (such as how to and applicable to a consumer. fore by the Special Olympics, notes

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coverfeat_APR15B.indd 19 2015-03-19 6:22 PM to it, says BBDO’s McCrory. see Purdy as a success story, rather After all, it’s just a bunch of guys than a victim. But he’d like to see playing basketball and grabbing a disabilities normalized, where the beer afterwards. focus isn’t on overcoming adversity. And Bach points to when athletic “Why couldn’t a customer in a car competitions integrate disabled ad be hearing-impaired or be in a and able-bodied athletes in their wheelchair? There’s nothing to say marcom – rather than present them that you couldn’t have that kind of separately. This is an approach integration,” he says, adding it’s not Reebok took with its recent Super about presenting them as needing Bowl ad “Freak Show – Be More to be accommodated, just simply Human.” Among the athletes spilling wanting to purchase a vehicle. their blood, sweat and tears in the name of self-improvement is THE NEW NORMAL a disabled man, depicted in the “We’re starting to see brands Above and opposite Kozinets), is not particularly new and same vein. Also tapping into the waking up to the reality of who their page: Paralympian could even be seen as stereotypical, strength of athletes – disabled or consumer is,” says Bach. Amy Purdy takes but ads in recent years tapping into not – is a spot for Toyota, which stars And like anything, the more the lead in a spot for Toyota. this tradition have also employed a Paralympian Amy Purdy, highlighting brands do it, the more normalized nod towards normalization. her unyielding perseverance as it will become. But while there’s no A Guinness ad, where able- she goes about her day, from unanimous consensus on the risk bodied friends play in wheelchairs snowboarding to modelling. levels of trying to portray various with their disabled pal, depicts the Bach says he appreciates the forms of modern-day diversity, (for brand’s values and has a natural feel spot’s subtlety and how it’s nice to instance, Valiquette says there’s

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little risk if done smartly and sensitively, with a reasonable For more information, visit aptn.ca/sales vetting process), approaching it wisely is certainly imperative. McCrory says it’s key not to start by considering how to depict diversity, but rather whether including a particular group its with the idea and brand. And in light of “The Cheerios Effect,” he says he hopes we progress to the point where conversations are centred on whether the ad worked in the context of what the brand aimed to express, rather than the sexual orientation of the folks in the ad. And ultimately General Mill’s aim was to convey the message of connection, rather than a politically-charged sentiment around gay rights. And if anything, Doolan admits that in the past, the brand has taken part “in not normalizing what is normal,” given society’s diversity. “I actually think as marketers we are at risk of being complicit of not relecting the Canadian landscape as it is today. I would say I am more guilty of that than I am of trying to push an agenda for how we should think of ourselves. And that’s been my wake-up call in the last few years.” Airtime Television Sales Inc.

ST.26202.ATB.Ad.indd 1 2015-03-19 2:16 PM coverfeat_APR15B.indd 21 2015-03-19 6:22 PM

ST.26108.APTN.Ad.indd 1 2015-03-19 2:17 PM CAUSEc+ + ACTION AWARDSa | 2015 BY JENNIFER HORN

While they mostly operate in different spheres, And while these campaigns grew bigger and this year’s winners have at least one thing in bolder in scale, there were also smaller, niche common – they all focused on one important cause programs that mirrored their brand’s personality. As closely tied to their brand identity. judge Allen Oke of TBWA\Toronto put it, “The best Bell, which is this year’s overall winner, has campaigns were those that clearly understood what championed the discussion around mental health [the cause] was about, and inherently represented for a few years now through its “Bell Let’s Talk Day” the qualities of the brand.” campaign. And last year, the brand expanded on this Kashi’s “Plant it Forward” program, which one-day event, joining spokeswoman and Olympian educated Canadians on “real food” and encouraged Clara Hughes on a cycle tour across Ontario, raising them to grow their own, was lauded for being a awareness and funds over 110 days. direct extension of the brand. As was Samsung’s Canadian Tire and its non-profi t Jumpstart, which “Look at Me Project,” where the brand used its own have spent years supporting hockey and baking tablets to create social and emotional connections it right into the brand’s DNA, also expanded their among families challenged by autism. efforts with “The Big Play” – a program that saw the Read on for more on these campaigns, which organization commit to funding kids’ dreams to play received top marks from this year’s panel of hockey. CIBC also reinvented its “Run for the Cure” marketer, agency and cause consulting experts, to put people in the shoes of those suffering from who assessed the entries on their brand DNA, breast cancer and stand out amongst new charities uniqueness, awareness, legs and overall success. entering the market.

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Cause+Action.Apr15B.indd 22 2015-03-19 11:42 AM OVERALL ++WINNER

BELL’S BIG RIDE FOR MENTAL HEALTH JUDGES’ INSPIRATION Ottawa. Between March and A microsite kept Canadians COMMENTS Since 2010, Bell has tackled July 2014, Hughes covered engaged and gave a real-time mental health in Canada through more than 11,000 km and look at what people were saying its “Bell Let’s Talk” fundraising connected with Canadians in about the program online. The “There’s no question that Bell is doing campaign, created to break the 105 communities during youth, program also gained awareness something right. I love that ‘Clara’s Big Ride’ stigma around mental illness school and community events. via PSAs on television and radio, brought an offl ine, experiential and grassroots and support Canadian mental Bell, working with agency in print and through earned element to Bell’s overall CSR identity. The health initiatives. But last year, Lg2, also partnered with Aimia, media. CTV, Best Health, the strategy was smart, and the campaign struck Clara Hughes, six-time Canadian BMO, Canadian Tire, Cisco, Globe and Mail and La Presse me as earnest, genuine and understated, but in Olympic medalist and national Lundbeck, President’s Choice shared the program with the a really powerful way.” spokesperson for the program, and Samsung to fund the ride, public, and it was also featured – LINDSAY PAGE, WWF decided she wanted to do more. and each week, individuals and on shows like eTalk, Daily groups involved in mental health Planet, The Marilyn Denis Show STRATEGY initiatives joined Hughes for and The Social. “This campaign was powerful, real and The concept for “Clara’s Big Ride” a few kilometres. “Clara’s Big meaningful. It created a conversation [around] was to expand “Bell Let’s Talk” Ride” wrapped up at the Canada RESULTS both the brand and the issue that [most] feel a beyond a one-day event, carrying Day celebration on Parliament In a Nielsen study conducted part of. It educated, engaged and inspired.” it into communities around the Hill in front of 100,000 people. after the event, 57% of – CATHY LOBLAW, country. The goal of the ride Events raised awareness Canadians had heard about RONALD MCDONALD HOUSE CHARITIES CANADA was to help grow awareness, and funds for the community, “Clara’s Big Ride.” Also, more acceptance and action to create a and 158 government offi cials than 150,000 Canadians stigma-free Canada. from across Canada signed a attended events and lined “commitment map” to work the cycle route. The program EXECUTION together to create a stigma-free reached 18 million people, and “Clara’s Big Ride” was a 110- Canada. Prime Minister Stephen one million Canadians watched day national bicycle tour, which Harper added the fi nal signature a documentary about the ride on began in Toronto and ended in on Canada Day. CTV and CTV2.

April 2015 23

Cause+Action.Apr15B.indd 23 2015-03-19 11:42 AM c+a

KASHI’S GREEN THUMB CREATES (REAL) IMPACT

INSPIRATION EXECUTION gardening advice from Evergreen. For many urban Canadians, The initiative aimed to increase To continue momentum for access to “real food” can access to real food in Canadian the “Plant it Forward” initiative be diffi cult. It’s not always communities. It launched with into the fall harvest season, the convenient or cheap, but it is a video on YouTube, beginning brand created another online critical for a healthy lifestyle. the discussion on why real food video, focusing on how the After being purchased by matters and inviting people younger generation is becoming Kellogg’s, Kashi lost its focus on to help “Plant it Forward” by increasingly detached from JUDGES’ giving back to the community. sharing the video or buying a box nutrition. In the video, kids were COMMENTS The brand realized it needed to of Kashi. asked to identify prepared foods get back to real food and prove to For each video shared and and common vegetables. The consumers that it’s serious about every box purchased, Kashi results were shocking, with the “Kashi’s campaign was clearly connected educating Canadians about the donated to Evergreen (a non- majority of kids having a diffi cult to the brand’s distinct positioning. It benefi ts of healthy eating. profi t organization that inspires time identifying vegetables. The demonstrated that it’s serious about ‘real food’ action to green cities), resulting video started a conversation and its impact on Canadians. The extendability STRATEGY in a total of $60,000. In stores, on YouTube and Facebook of this idea is powerful, with so many inspired Kashi decided if it was going Kashi cereal and bars came and further promoted the to plant their own backyard gardens or help set to become committed to with a free packet of organic importance of real food. up gardens for those who don’t have access to progressive nutrition, it had to vegetable seeds, inviting green space. Really well done!” do something that would make a consumers to “Plant it Forward.” RESULTS – PAULA ROBERTS, HALO BRAND LEADERSHIP positive difference in Canadians’ In partnership with Evergreen, The program supported 70 relationship with real food. So, Kashi also helped build and urban food-growing workshops with Traffi kGroup on creative support 18 urban gardens across the GTA and Vancouver, strategy, Strategic Objectives on across Canada. It kicked off the providing 1,400 participants with PR, Starcom on media placement partnership with a launch event access to real food education. and VML on digital execution, at a Boys & Girls Club, turning Consumers purchased 150,000 Kashi launched the “Plant it a parking lot into a garden and specially marked packages of Forward” movement in the spring educating members about the Kashi with free on-pack seeds. of 2014. importance of real food. What’s more, the two videos Updates on the 18 urban garnered more than one million gardens were shared on Kashi’s views on YouTube. Facebook page, along with expert

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Cause+Action.Apr15B.indd 24 2015-03-19 11:43 AM BRANDS & PRODUCERS AGENCIES MEET MEET AGENCIES PRODUCERS & BRANDS

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ST.26282.BCONad.indd 25 2015-03-19 5:12 PM SHOPPER MARKETING FORUM April 21 & 22, 2015 Arcadian Court, Toronto

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ST.26267.SMF.dps.indd 2 2015-03-19 4:50 PM Keynotes

Shopper psych: Why Target missed the mark + who’s getting it right Psychosociologist Maxime Bourbonnais, and Dr. Phillips, author of The Cognitive Psychology of Shopping and In-store Marketing, share fresh insights and tips for building powerful Maxime Bourbonnais Dr Hugh Phillips in-store messaging President President MBA Recherche Phillips Foster & Boucher

Omni-channel content creation Learn how creating a seamless brand voice that bridges all channels gives retailers and manufacturers an edge. Suthamie Poologasingham Ethan Song Sr. Advisor, Digital & Omni-Channel, Co-founder, CEO, and and Director of Research Creative Director JC Williams Group Frank & Oak

Emerging Tech in the World of Retail Marketers are fi nding new ways to up the ante in connecting with today’s tech-savvy shopper. Learn how leading brands and retailers are integrating the latest gadgets into the shopping experience

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Geoff Lee Nilesh Bansal Stephane Berube Kristina Elkhazin Jim Reynolds Seth Stover Group Creative CTO & Co-Founder Chief Marketing Head of Industry Director, Ecommerce Managing Director, Director Aislelabs Offi cer for Retail Product Management Partner Development Olson Canada L’Oreal Canada Google Canada Indigo Books & Music Wishabi

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ST.26267.SMF.dps.indd 3 2015-03-19 4:46 PM CANADIAN TIRE LEVELS THE HOCKEY PLAYING FIELD JUDGES’ INSPIRATION hockey events – the World every game of the tournament COMMENTS In Canada, hockey is more Junior Championship. on the TSN and TSN Hockey than a simple pastime – it’s Leveraging the excitement Twitter feeds. For each re-tweet a unifying force that brings leading up to the tournament, of TSN’s #BigPlay videos, “I’ve long been a fan of the Canadian Tire/ people together. Unfortunately, Canadian Tire, along with Canadian Tire donated 25 cents Jumpstart partnership. They really nailed it with one in three families can’t Jumpstart ambassador and to get kids into the game. ‘The Big Play.’ The creative was well-executed, afford to enroll their children in Canada’s World Junior hockey and the strategy to align with the 2014 World organized sports. team member, Connor McDavid, RESULTS Juniors tournament was brilliant. Incorporating So, in December 2014, announced it would make a “The Big Play” was the most the players’ hometowns took this campaign from Canadian Tire’s Jumpstart $250,000 donation to the local successful marketing campaign the world stage to community rinks, inspiring charity and the Hockey Canada Jumpstart chapter of each in Jumpstart’s history. It less fortunate kids to dream.” Foundation (HCF) partnered to member of Canada’s team. propelled the charity’s brand – MARIE MAGNIN, KBS launch “The Big Play,” which These funds helped fi ve kids awareness for the period to aims to help give Canadian from each player’s hometown to 95% – the highest ever recorded kids the opportunity to play play hockey. for the organization. #BigPlay minor hockey. At “The Big Play” launch, became synonymous with World Jumpstart kids were surprised Juniors on Twitter, receiving STRATEGY with tickets to the Team Canada more than 91,000 re-tweets Through “The Big Play,” game on Dec. 26. A national and raising $45,657. Even Jumpstart and the HCF made PSA aired that day as well, Prime Minister Harper sent a a commitment to bring 30,000 highlighting the program with a congratulatory tweet to Team kids into minor hockey over the call-to-action for families to go Canada using #BigPlay. next three years. The program online to learn more. The ad was Fan engagement on social assists Canadian youth (ages four produced by Cleansheet, Touché media exceeded industry norms, to 18), who come from fi nancially handled the media buy and with 7.2% engagement versus disadvantaged families, with the North Strategic led the PR. the 4.1% norm on Twitter, costs of registration, equipment In addition, Canadian Tire and 3.4% engagement versus and transportation. and its agencies worked with the 2% norm on Facebook. Twitter to develop a program Jumpstart also saw a 30% EXECUTION that leveraged live TSN increase in traffi c to its website. Jumpstart connected the content. Fans from across program to one of the biggest Canada saw “big plays” from

28 www.strategyonline.ca

Cause+Action.Apr15B.indd 28 2015-03-19 11:43 AM c+a CIBC RUNS IN SOMEONE ELSE’S SHOES INSPIRATION Digital Wall of Hope.” At every JUDGES’ The CIBC Run for the Cure location the run took place, COMMENTS program has been raising funds participants were able to write a for breast cancer research for message of hope on the wall. more than two decades. But in “This year’s campaign really did an excellent job that time, dozens of other charity RESULTS at refreshing awareness by reminding us of the events have entered the picture. With more than one million reason we give and why we run. When you’ve CIBC needed to fi nd a way views, “In Her Shoes” is the been around a while, and you’re in a crowded to break through the clutter, most viewed video in the market, it is extremely diffi cult to revive your reinforce its overall brand program’s history. According presence. This campaign did a great job at positioning and solidify the to third-party research, the reinvigorating and reasserting [CIBC’s] run in bank’s role as a leader in the campaign scored signifi cantly the minds of its audience.” cancer research cause category. higher than the industry norm – ALLEN OKE, TBWA\TORONTO that gave viewers a fi rst-person on being “inspiring,” “moving” STRATEGY perspective. The audience could and “hopeful.” Research indicated that 76% experience the life of a woman The campaign also scored of participants cited a personal dealing with breast cancer at signifi cantly higher than the connection to the cause. With every stage: from the diagnosis norm on the attributes of: this insight, CIBC created a fully to the sadness of telling her “Portrays a company I would like integrated campaign consisting family, going through treatments, to be associated with,” “Makes of newspaper ads, online banners surgery, recovery and then me think about this company and in-branch signage that participating in the run. in a different way,” and “Worth featured real-life breast cancer By showing the full arc of talking about.” Also, more patients and survivors. The the narrative, viewers could than 90% of run participants centrepiece was the emotional see how breast cancer affects a mentioned CIBC as a sponsor video, “In Her Shoes,” about a person, as well as their friends completely unaided, which is breast cancer patient’s journey. and family. The video was double the norm. promoted online and during the In the end, CIBC Run for EXECUTION W Network’s primetime airing of the Cure attracted more than For the video, the brand and the movie Love Actually. 125,000 participants in 66 agency Cundari created a What’s more, the brand also different cities, and raised $25 special body-mounted camera created the “Run For The Cure million dollars for the cause.

April 2015 29

Cause+Action.Apr15B.indd 29 2015-03-19 11:44 AM c+a

SAMSUNG LOOKS AUTISM IN THE EYE

INSPIRATION EXECUTION The video content was JUDGES’ COMMENTS Many children with autism Partnering with Autism Speaks seen on digital OOH boards struggle to make eye contact, Canada, Samsung launched at Toronto’s Union Station, making it challenging for them the “Look at Me Project” and families who received a “Samsung’s partnership with Autism Speaks to emotionally connect with exclusively in Canada, a Samsung tablet participated in Canada is a great example of a tech company loved ones. It’s been found that, program that would see 200 media interviews and shared aligning with a cause in a simple, yet inventive with or without autism, children Galaxy Tab S devices preloaded their experiences with the app. way. By harnessing its core competency, focusing tend to gravitate towards touch- with the app and donated to on a very specifi c need and serving it up on their screen tablets, and so Samsung Canadian families living with RESULTS technology, they achieved a very authentic brand- saw an opportunity to use its autism who applied. In one month, more than 2,800 enhancing campaign.” tablets and technology to help The “Look at Me Project” applications for the project – MARIE MAGNIN, KBS make a difference for families was designed, with the help were received, exceeding living with autism. of North Strategic, Cheil the anticipated target by and Starcom, to create a 62%. There were more than STRATEGY shared community and seven million earned media Samsung in Korea (alongside connect families with similar impressions, and coverage a team of psychologists and experiences. Parents and included a feature story in the psychiatrists) developed an caregivers were encouraged Toronto Star and pickup by interactive camera app called to share, learn and connect international outlets like PSFK Look at Me. The app is meant through a Facebook community and Adweek. Of all visitors to to help children with autism page. Samsung created an the site, a total of 11% applied improve eye contact, better online campaign that placed for the chance to take home one recognize facial expressions video and banner ads across of the tablets. and build more powerful Today’s Parent, Rogers, MSN social connections. and online parenting sites.

30 www.strategyonline.ca

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ST.26299.MIC_ad.indd 31 2015-03-20 2:05 PM + THE 2015 JURY

PASCAL BRICAULT driven organizations, previously working MARIE MAGNIN DIRECTOR OF at agencies and organizations such as GROUP ACCOUNT BRAND MARKETING, Corktown Seed Co., Imagine Canada and DIRECTOR, KBS AND + CAPITAL ONE Ontario Trillium Foundation. HEAD OF CAUSE In his role, Bricault COMPANY is responsible for PAUL KLEIN Magnin’s experience brand strategy and campaign development PRESIDENT AND CEO, ranges from working for an HIV/AIDS for Capital One’s Canadian footprint. He IMPAKT NGO in Africa to launching fully integrated played a leading role in promoting the Klein is the founder of advertising campaigns for a wide range of company’s partnership with the Boys Impakt, a corporation government, non-governmental and non- and Girls Club of Canada, and he is also that helps create profi t organizations. She has more than 13 an active contributor to various social opportunities for companies looking to years experience, and in September 2014, initiatives such as the Capital One Race for benefi t from being socially responsible. Magnin and her team at KBS launched Kids. Prior to joining Capital One, Bricault In addition to leading Impakt, Klein also Cause Company – a social and cause held marketing and product management writes about the intersection of business marketing division of the ad agency. roles with companies such as President’s and social change for publications Choice Financial and Aeroplan. including Advertising Age, Forbes and JOHN MCALISTER the Guardian and serves on the Advisory NATIONAL DIRECTOR LISA GIBBS Council of the Centre of Excellence in OF MARKETING AND DIRECTOR OF Responsible Business at the Schulich COMMUNICATIONS, COMMUNITY School of Business. THE SALVATION INVESTMENT, ARMY SHOPPERS DRUG CATHY LOBLAW At the Salvation Army, McAlister is MART PRESIDENT AND CEO, responsible for media relations, crisis Gibbs is responsible for leading RONALD MCDONALD and issues management, publicity and Shoppers’ philanthropic program, HOUSE CHARITIES advertising. He has worked for the Shoppers Drug Mart Women, which CANADA Salvation Army for more than 20 years, supports women’s health. She joined the As president including two years in Zimbabwe, holding company in 1995, and has worked in a and CEO of Ronald McDonald House various roles in areas from communications number of roles in health-care education, Charities Canada (RMHC), Loblaw leads to digital media and marketing. marketing and community investment. the organization to raise awareness and Gibbs has also worked with several funding for Canada’s Ronald McDonald ALLEN OKE non-profi t organizations, including Big Houses. She is also a founding member ECD, TBWA\TORONTO Brothers of Canada and the Juvenile of the board of directors of PREVNet, a Oke has been with Diabetes Foundation. global network that promotes healthy TBWA\Toronto for 11 relationships and aims to prevent bullying. years. While at the JULIA HOWELL Prior to joining RMHC in October 2010, agency, he’s worked PRINCIPAL, JULIA Loblaw was the president of Concerned on campaigns for AMI, which makes HOWELL CAUSE Children’s Advertisers (CCA) for 15 years. media accessible to the blind and partially- COMMUNICATIONS sighted, as well as Nissan to transition its As a consultant, CFL sponsorship into a community-based Howell creates initiative that brought football back to content and develops strategy for high schools that had lost their programs. non-profi ts and socially responsible In his spare time, Oke helps non-profi t businesses, such as Cape Farewell ACT develop marketing plans and Canada, Maytree Foundation and the communications for its yearly Scotiabank University of Manitoba. She has more AIDS Walk for Life program. than 20 years experience with mission-

32 www.strategyonline.ca

Cause+Action.Apr15B.indd 32 2015-03-19 11:45 AM c+a

LINDSAY PAGE PAULA ROBERTS PATRICK SCISSONS HEAD OF PUBLIC CEO, HALO BRAND CCO, GREY MOBILIZATION, LEADERSHIP Scissons currently WORLD WILDLIFE Roberts has more sits on the board FUND than 25 years of directors for the Page oversees experience in Missing Children’s brand strategy, global campaigns and marketing communications and has held Society of Canada, and in 2012, he led sustainability-related partner initiatives various agency management roles, such the creation of the fi rst-ever online search at WWF Canada. Prior to her current as general manager at Roche Macaulay party platform, “Milk Carton 2.0,” which role, Page spent time at Manifest and managing director at TBWA\Chiat\ directly assisted in the rescue of six Communications, where she developed Day. More recently she was VP marketing missing children within fi ve months. Prior strategies and campaigns to help clients at SickKids Foundation and EVP marketing to arriving at Grey in 2011, he founded spark social change. Page has also worked and development at Plan International Birthplace, a tech startup focused on with brands such as Coca-Cola, Loblaw, Canada. Roberts launched Halo Brand emerging channels. Telus, BMO and Shoppers Drug Mart. Leadership in early 2015 and is working with various clients including Skate Canada and Children’s Aid Foundation.

CAREERS HIRING? FIND THE RIGHT FIT. STRATEGYONLINE.CA/CAREERS/

CONTACT NEIL EWEN AT 416-408-2300 X247 OR [email protected] FOR MORE DETAILS.

Cause+Action.Apr15B.indd 33 2015-03-19 4:46 PM ST.26292.Half.indd 1 2015-03-19 2:42 PM CANADA DRY MOTT’S NEW PRODUCT LOVE AFFAIR PRODUCT INNOVATION CAN BE HARD. IN FACT, NIELSEN ESTIMATES NEW OFFERINGS ONLY HAVE A 15% SUCCESS RATE. SO WHY IS CANADA DRY MOTT’S BANKING ITS GROWTH ON NEW PRODUCT LAUNCHES? THE SIMPLE ANSWER: IT’S WORKING. BY MEGAN HAYNES

anada Dry Mott’s (CDM) is trying to put the ready-to-drink Caesars have been a mainstay in the cooler snap back in Snapple. fridge since 2001, but after ive years of consecutive The brand, which is not one of the growth, Carol-Anne Gower, VP marketing and business company’s big sellers in Canada, is getting development at CDM, says it was time to see if lightening someC new life breathed into it, debuting a new product could strike twice. in a new retail environment. Get ready to meet Vodka- Vodka and Snapple might seem like an odd combo, infused Snapple, which hits shelves this month. but Gower says based on consumer research, the team It’s not the irst trip down the liquor aisles for the CPG identiied that drinkers were looking for more lavour company (which is the Canadian subsidiary of Dr Pepper variety than what was currently in the cooler market, Snapple Group and also owns Canada Dry, Schweppes so the peach iced tea (called Snapple Spiked Peach Tea Ginger Ale and Mott’s Clamato, among others). Clamato’s Vodka) it the bill.

34 www.strategyonline.ca

MottsE.Apr_15.indd 34 2015-03-19 12:23 PM What’s more, despite Snapple’s relatively low sales person Canadian marketing department. CDM is taking an (compared to other CDM brands, but also compared to the aggressive approach, she says, preparing to launch seven U.S. where it enjoys strong sales), its name has high brand new lines this spring alone (with more expected in the fall). awareness. “It’s got a disproportionate amount of equity But product innovation is notoriously dificult: some to the number of cases we sell,” Gower says with a laugh. estimates put new product success at only 15% (Nielsen), Add to that the inlux of “Remember the ’90s” BuzzFeed- while others suggest 25% (Simon-Kucher & Partners style posts loating around, on which Snapple always and the Professional Pricing Society). So why is CDM seems to appear, and it was a natural choice. banking on this incremental The new line will be promoted largely in LCBO stores THE NEW SNAPPLE LINE IS growth strategy? Short in Ontario and liquor stores elsewhere in the country as answer: it’s working. All well as online through social, with creative handled by JUST THE TIP OF THE ICEBERG. of CDM’s innovations from DentsuBos. The creative was still being inalized at the CDM’S GROWTH STRATEGY IS the last three years are still time of publication, but the agency was asked to focus on in market, contributing the newness of the product in its messaging. It targets BANKING ON NEW PRODUCT to the company’s proit people in the 25-to-45 age range, with a sweet spot of 25 INNOVATION, LED LARGELY growth, and are considered to 35, skewing slightly female. OUT OF THE CANADIAN a success. This launch isn’t designed to drive growth of Snapple Gower says the overall, Gower says, but rather it’s meant to give the brand MARKETING DEPARTMENT. organization has more incremental growth in a new market entirely. And if it can than doubled its output of recreate the success of the Clamato line, Gower says CDM product innovation over the last ive years, with the hopes will deinitely launch a third brand in liquor aisles (and to continue to increase this output 10% year-over-year. has two more Snapple lavours in the wings). When it comes to the product innovation pipeline, The new Snapple line is just the tip of the iceberg, Gower says the Canadian marketing team identiies the Gower says, noting CDM’s growth strategy is banking consumer insight or need, and then sends the asks down on new product innovation, led largely out of the nine- to the product R&D team in Texas, which works out the

April 2015 35

MottsE.Apr_15.indd 35 2015-03-19 12:23 PM kinks in development and lavouring. The product is then vein, where a son begged his mom to give him vegetables tested and launched. She estimates roughly 50% of the (of course, this was just a fantasy). The entire campaign ideas irst funnelled through the pipeline make it to shelf. is built around the idea that the brand can solve mom’s This is an ambitious undertaking, especially for a stress, and that Mott’s has a snack for that. It targets team of nine, says Graham Candy, a cultural strategist parents with children under 12, with media handled by with consultancy Fresh Squeezed Ideas. Candy, whose Mindshare and PR by Veritas. specialty is product innovation, says there are big risks Despite not being irst to market with an apple-sauce when it comes to rolling out new offerings, namely those pouch, the brand has claimed the top spot in the category. associated with spreading a brand too thin, meaning it’s And with this latest mass campaign, Gower expects that not always the most sustainable of strategies. share to grow (none of its competitors are putting media That being said, there are also big opportunities for behind similar product lines, she explains). brands (especially in Canada) to drive business through Of course, product new product launches. innovation gives brands “Canadian consumers in particular are open-minded an edge in their actual and willing to play around with new lavours, exotic communication, Gower adds. packaging or [labels],” he says. Creative, she says, is much Gower says new product innovation was always part of more likely to resonate with CDM’s marketing strategy, but it has only been within the consumers when an ad tells last ive years or so that the company really started to see them something they don’t growth opportunity in it. know – such as introducing She can’t recall exactly which launch “lipped the switch” them to a new lavour. The on the power of product innovation, but she points to early upcoming Mott’s Clamato SKU Mott’s Fruitsations expansions as an indicator. is banking on this approach. The brand undertook a deep-dive consumer research The Clamato backstory is project into Fruitsations in 2013. It had been beat to that despite its popularity, market with a new package (pouched apple sauce) by its Caesars were losing top- competitors, and consumers were feeling increasingly of-mind status among health conscious, resulting in stagnated growth. Canadians. Caesars were The Mott’s brand unveiled some deep-seated guilt from great for a barbecue, she its target demo, moms, surrounding snack times. Moms, says, but not everyone was unsurprisingly, felt they often didn’t have enough time to thinking about stocking the give their kids a healthy snack, and they worried about bar for an evening cocktail just how healthy packaged snacks actually were. party – despite the fact that So Mott’s raced to develop two new lines to assuage consumers who like Caesars the guilt: +Veggies and Fruit Rockets (apple sauces in a tend to love Caesars. pouch format). While the health of the And they were hits. brand was strong, she says In a lat-to-declining category (the brand competes actual consumption of Caesars against the likes of Jell-O, pudding cups and other apple (and by proxy, Clamato) was sauces) Mott’s Fruitsations grew 4%. The two lines have going down. One of the biggest indings from the research been so successful, the brand put a TV buy behind the was that, more often than not, consumers just don’t have +Veggies line for the irst time last year. This year, CDM all the necessary ingredients on hand. has created a new spot for Rockets. To combat that, the brand started a mass campaign a Launching early April and running until September, year ago – complete with a recipe book available for sale the latest campaign from DS+P features a family of four across the country, showcasing the multitude of ways, and serenely arriving at a soccer game, with the parents ingredients you can use, to make a Caesar – targeting men musing on how great it is that they had so much time to and women, ages 25 to 45. prepare. Then the scene cuts to the same family rushing But the culmination of this campaign is the latest to make that soccer game, with the kids complaining that brand offering – a new lavour option Gower hopes will they’re hungry and dad having nothing but a mint to offer. introduce new drinkers to the Caesar club: Lime. The spot concludes with the idea: Wouldn’t it be great to Since Bud Light Lime launched in 2008, the citrus fruit have a portable snack like Fruitsations to offer them? It is making its way into plenty of products, from chips to follows a spot, created last year by the brand’s previous pop. It was even named the top lavour of the year in 2013 agency, U.S.-based Laird & Partners, that’s along a similar by research irm Technomic.

36 www.strategyonline.ca

MottsE.Apr_15.indd 36 2015-03-19 12:24 PM It brings a lighter lavour to the Clamato line, Gower “YOU HAVE TO WALK A FINE As such, a number of adds, something that will hopefully entice existing and CDM’s product rollouts new drinkers to give it a try. To promote the new lavour LINE OF KNOWING EXACTLY aren’t ahead of the curve, (the irst one launched at grocery in eight years) the WHAT THE CONSUMER TREND but rather sit nicely in line brand and DS+P are kicking off a mass campaign, which IS BEFORE CONSUMERS KNOW with what’s already popular. will be supported by digital, print and in-store marketing Beyond the new Clamato and sampling. THEMSELVES.” Lime line, late last year, But why launch a lime product when the lavour is – CAROL-ANNE GOWER, VP MARKETING AND the company unveiled already at the height of its popularity? While Gower BUSINESS DEVELOPMENT, CDM Schweppes Dark Ginger says as a company, it’s out-innovating some competitors Ale, amid all sorts of other (especially in the clam-juice category, where the brand dark products on the market (albeit none in the ginger maintains more than a 90% share, and competes only ale category), such as Tim Hortons’ Dark Roast or the glut against private label lines), it’s a ine line between being of new porter beers hitting the shelves. Over at Canada ahead of a trend or being on trend (that is, guessing what Dry Club Soda, it’s jumping on the lavoured water trend, they think will be hot versus taking a calculated risk adding lemon and lime notes to its lineup (something based on what they know to be). consumers were doing on their own, says Gower). Candy concurs, adding one of the biggest risks in “I think the challenge with getting ahead of the curve is product innovation is that while consumers might say that the cost to innovate is pretty expensive, and you have they’re interested in trying a new product, they’re often to walk a ine line of knowing exactly what the consumer not willing to take a risk on a completely out-of-the-box trend is before consumers know themselves,” Gower says. offering – just look at Google Glass (which put a halt on public sales), McDonald’s salads (consumers may have said they wanted healthy, but really they weren’t going to the QSR for salads) or Axe’s venture into the women’s fragrance space (canned after a year).

MottsE.Apr_15.inddST.26247.CFL.indd 37 37 2015-03-192015-03-19 4:05 3:58 PM PM SUN LIFE: 150 YEARS OF MAKING LIFE BRIGHTER

THE FINANCIAL COMPANY WITH HUMBLE CANADIAN Canada-based international ROOTS HAS BECOME AN INTERNATIONAL POWERHOUSE organization now serving millions of customers in BY FOCUSING ON CONSUMER NEEDS AND TAKING THE dozens of countries. FEAR OUT OF INSURANCE BY PATTI SUMMERFIELD Over the years, the company’s products and the way they’re marketed have changed greatly. Above: The iconic he Montreal businessman who founded Sun Mutual From the early days of instilling fear in consumers to Montreal headquarters Life Insurance Company in 1865 likely would not today’s life-positive messaging, the brand has evolved was once the largest be surprised by what the company has achieved to relect changing attitudes in society about insurance offi ce building in the T British Empire and over 150 years. Mathew Hamilton Gault had a dream to and inances. featured in the Sun Life build an insurance company that would contribute to In the beginning, typical turn-of-the-century logo (see p. 41). the growth and prosperity of this new country. He did insurance sector marketing in North America was that – and more. By the turn of the century, his company centred around fear. It was a relection of the era, when had expanded to the U.K., U.S. and Asia. there was war and great economic uncertainty. Gault’s vision and values guided growth throughout In the 1880s, Sun Life touted the fact that it was the decades and live on in today’s Sun Life Financial – a the only Canadian insurance company offering an

38 www.strategyonline.ca

SunLife_ARL15.indd 38 2015-03-19 12:46 PM During the 1940s, ads took on patriotic stance to show the company’s support of the war effort with waving lags and the line, “United for Security.” In the post-war years of the ’50s and ’60s, Sun Life focused on insurance and estate planning for all the newly married couples. Sun Life traditionally did not use mass advertising to support its brand but rather left it to the company’s business areas to handle product and brand promotion. That changed in the late 1960s when Sun Life’s irst major celebrity promotion began with the signing of hockey player Jean Béliveau as corporate spokesman in marketing collateral and television commercials. In the early 1970s, the company’s marketing function became more prominent when a corporate restructuring made it one of three main divisions. By the middle of the decade, the strategy had switched from promoting products to Sun Life’s people and the company. The thrust of these campaigns, by McKim Advertising, was “quality of life,” using sponsorships promoting sports, health and well-being. When you fast-forward to today, the category is remarkably different. Sun Life is now a inancial services company with a wide range of investment products, in addition to health and life insurance. Its marketing approach is all about the consumer. Messages are centred around what the consumer wants and needs and less about the company. To illustrate how Sun Life Financial helps people achieve a bright future, the company launched the Above, clockwise “unconditional policy.” It published year-end results national “Life’s Brighter Under the Sun” campaign from top: Ads during in newspapers to highlight its inancial strength, and in 2007 with TV spots and print ads in highly visible the Second World War in 1896 introduced an early form of content marketing programming and popular magazines. The company got patriotic; Sun Life’s activations around the with Sunshine, a magazine distributed to policyholders, worked with agency ACLC on the campaign, and then 100th anniversary of the public and employees. Zig, which merged with ACLC in 2008. the Grey Cup; “Life’s In the early 1900s, Sun Life ads in the Globe and This people-irst approach also led Sun Life to a big Brighter Under the Mail were pointedly male-skewed and exhorted them attitude change about retirement. The company used Sun” launched in to live up to their responsibilities. The copy was quite Ipsos Reid to help it track the expectations of working 2007; the Bank of melodramatic with lines such as “Dear little babies – Canadians for the past seven years. The survey discovered England used the vault beneath the helpless” and asked men if they had prepared for the the number of Canadians expecting to be working full Sun Life building time when their wife and children could no longer look time past the age of 65 is now greater than those who in Montreal during to them for food and shelter. expect to be fully retired. In addition, one-third of those WW2; a poster for Sun Life from the 1880s. TIMELINE: 150 YEARS OF HIGHLIGHTS

March 18, 1865 1871 1882 1893 1914 Montreal businessman Economic conditions The company name Sun Life begins operations During the First World War, Mathew Hamilton Gault improve and the Sun changes to the Sun Life in the U.K. many company employees is granted parliamentary Mutual Life Insurance Assurance Company contribute to the war effort. approval to incorporate a Company of Montreal of Canada. 1895 Sun Life helps to distribute company to conduct the opens for business An advertising poster Sun Life enters the U.S. war bonds. business of insurance. thanks to a shareholder announces Canada’s fi rst with a Detroit-based Construction begins Unfavourable economic investment of $50,000. “unconditional policy” for operation and expands into on the landmark Sun Life conditions delay the start customers. the Philippines. building, the largest in the of the business. British Empire at the time. >

April 2015 39

SunLife_ARL15.indd 39 2015-03-19 12:46 PM De Paoli says the feedback from focus group testing after the irst generation of “Money for Life” was SUN LIFE AROUND THE WORLD surprising. Rather than skewing to an older demo as expected, the campaign also resonated with those just To reach 150 years as a Canadian company is quite an accomplishment but starting out. For them, “Money for Life” meant “money many may not know that 2015 also marks Sun Life’s 120th year of operation for living life” today and money lasting for the rest of in the Philippines where it is the number one provider of insurance products. their life. Sun Life has been in Asia since the early 1890s. On the company’s evolution, De Paoli says, “The CMO Mary De Paoli explains that back then the same philosophy around insurance category has had to dramatically improve Asia held true as it does now, that it’s rich in promise and opportunity. “In the its view of the customer over the years. I think part of boardroom back in 1891, the company persuaded businessman Ira Thayer it is that the category has expanded for companies like to go to Asia to start an insurance business. [They said,] ‘Get on a train, go ours to include wealth management. That allows you across Canada to Vancouver, get on a boat to Asia and take this trunk full of to approach a customer with a far more holistic view of policy applications to a country where you don’t know anyone, don’t speak the how you can help their lives and the lives of their family.” language and we’d like you to start an insurance business. By the way, good The importance of customer service and innovation luck, let us know how it goes’ – and that’s exactly what he did.” is relected in Sun Life’s investment in web, mobile With an annual salary of $4,500 plus $6 a day for expenses, Thayer set up and social media, where it focuses on listening and a business in China in 1892 that went on to prosper for the next 54 years. Sun responding to customers, in triaging issues and quickly Life grew to become the biggest foreign insurer in China until the Second World getting them the right answer or the right person to War when it shut down operations. The company returned to China in 1995. consult with. Sun Life entered the U.K. in 1893, the Philippines and the U.S. in 1895 and “We’ve made it one of our highest priorities to by the end of that century had expanded throughout the West Indies and into constantly improve the customer experience anywhere, Bermuda, South America, Hong Kong, India and Japan. Today, Sun Life also anytime and in any shape that the customer wants to has operations in Ireland, Indonesia, Malaysia and Vietnam. interact with us,” says De Paoli. “One example is [an De Paoli says, “Building a brand around the world is so important because elderly] prospective customer came onto our website we’re all much more connected and will be even more so in the future. There a few months ago and used our Advisor Match tool. are so many new Canadians from Asia and in particular the Philippines, This person found their advisor online, contacted them Indonesia, India or mainland China. When they come to Canada many of them online and then sat down and moved their business to know the Sun Life brand.” them – and this person is 90 years old.” Sun Life has made signiicant investments in its customer insights team to ensure it gets rapid, real-time insights into how to improve its business. It’s discovered currently working expect they will outlive their savings as that regardless of age or deinition – millennial, gen-X, compared with only one in seven retirees. boomer, leading boomer or trailing boomer – customers Mary De Paoli, CMO and EVP, public and corporate want insurance companies to simplify the language they affairs, says, “Retirement for people means many use to talk about products and services. Secondly, they different things – including work – so it’s a very different want the digital experience to be as simple and eficient message that we now communicate to customers.” as possible. And thirdly, customers want their insurance The company launched the“Money for Life” platform company to value their business, whether that is by in 2011 with then-AOR Capital C (now the brand works recognizing how long they’ve dealt with the company or with FCB) and media by PHD. The campaign aimed to understanding what is important to them. show it’s never too early or late to save for retirement. The launch of its Brighterlife.ca website four years ago

1920 paid a dividend for the The Bank of England with the line, “United 1958 1962 Sun Life now has fi rst time since 1932. begins using the vault for Security.” Sun Life becomes a Sun Life becomes operations in 55 countries three fl oors beneath technology pioneer and a mutual company around the world. 1940 to 1945 the Sun Life building in 1956 buys its fi rst computer after completing the Second World War: Sun Montreal to safeguard $5 Sun Life enters the health – a 24-ton Univac II that mutualization process and 1930s Life is a leading subscriber billion in foreign securities. and accident insurance covers a half-acre space in spending $65 million to The Great Depression of Canadian, British and Sun Life Assurance business. the company’s head offi ce. buy back its shares. hits. Sun Life assets begin American war bonds. Company of Canada to rise again in 1936, and Many employees join the advertising shows its in 1937, shareholders are war effort overseas. support for the war effort

40 www.strategyonline.ca

SunLife_ARL15.indd 40 2015-03-19 12:46 PM is one way Sun Life talks with customers. Brighter Life THE HISTORY OF features relevant content for Canadians at every stage of life through sections dealing with money, health, family, THE SUN LIFE LOGO working life and retirement, plus tools and calculators to < 1874 T.B. Macaulay, Sun Life’s help them manage life and plan a secure inancial future. president from 1915 to 1934, wrote Sun Life has also taken a page from successful in his 1893 trademark registration campaigns developed by its Philippines operation that renewal letter that this logo represented the classical legend of use sports and entertainment celebrities to promote the Phaeton and the Chariot of the Sun. brand and the value of inancial literacy. In Canada, Sun > Life currently sponsors a number of sports properties, 1890 This symbol was used in all printed material and including the Toronto Maple Leafs, the Toronto Raptors, pressed into the gold seal the Kitchener Rangers, the Montreal Canadiens and the at the bottom of all Sun Life policies from 1890 until the 1960s when computer printouts became the norm. CFL. These partnerships include in-venue exposure, TV spots, social and digital integration, hospitality and fan < 1907 This logo often included the slogan and employee engagement. “Prosperous and Progressive.” The slogan was dropped during the years following the Great “Ten years ago we would have had a very traditional Depression. media plan, predominantly TV but mixed in with other traditional media,” says De Paoli. “Today we still have a 1915 This logo was used in a variety of printed > material but was discontinued during the Second World fundamental investment in TV but it’s now also connected War because of its resemblance to the Rising Sun fl ag, to digital, social, sponsorship and live events like our the symbol of the Empire of Japan during late 19th and presence in the Grey Cup Parade, or tying TV visibility to early 20th centuries. the causes that are important to us, such as diabetes.” < 1946 Employee Austin Wright designed this This year, to mark its anniversary, the Sun Life logo logo depicting Sun Life’s Montreal head offi ce building. At the time, it was the largest offi ce now sports the line, “Celebrating 150 years,” curving building in the British Empire. Its basement was around the sun. Print, digital and some localized the secret storage location of British securities marketing is taking place throughout March and April, during the Second World War. Variations of the building’s image were used in Sun Life’s printed material for 20 years. including rink boards at Leafs and Canadiens games. To say thank you to consumers, an anniversary 1965 The Tree of Life logo was created by Montreal > contest is running on Facebook with sports-themed designer Allan Harrison. prizes such as Leafs tickets, and to highlight its long < 1974 Developed history, Sun Life has added a collage of company for the U.S. market milestones and stories to its website. by advertising agency Ingalls & Associates, this stylized The company also continues its philanthropic efforts, logo quickly caught on in both Canada having invested more than $11 million in diabetes and Britain. causes in Canada. 1987 The fi rm Stewart and Morrison > “Sun Life is not solely about products,” says De Paoli. designed this logo and introduced it at the “Our brand is about building healthier communities, company’s 1986 annual general meeting. about being a sustainable company. It’s about our local < 2000 The company introduced the but also our global story – and it’s about how we can now-familiar Sun Life Financial logo help people in all facets of their life.” to mark the company’s evolution from a life insurance provider to one of the world’s top fi nancial services organizations.

1978 1998 New York and Philippines 2007 2011 2012 Sun Life moves its Sun Life announces its stock exchanges. Sun Life announces an The debut of the “Money On World Diabetes Day, headquarters from intentions to demutualize, integrated brand strategy for Life” campaign. Sun Life announces its Montreal to Toronto. a process that takes the December 17, 2001 in Canada and the retiring Sun Life Financial fi ve-year commitment next two years. Sun Life Financial and of the Clarica brand launches Brighterlife.ca to to the University Health 1984 the Clarica Life Insurance name, and launches a extend its brand through Network in Toronto. The Construction of Sun Life’s March 23, 2000 Company announce an new campaign under the content and provide tools company name is put on worldwide headquarters The Sun Life Financial Inc. agreement to merge banner, “Life’s Brighter to help Canadians plan a the world-renowned Sun in Toronto is completed. IPO launches with shares operations. Under the Sun.” secure fi nancial future. Life Financial Banting and trading on the Toronto, Best Diabetes Clinic.

April 2015 41

SunLife_ARL15.indd 41 2015-03-19 12:47 PM 2015

THE WORK THAT WORKED

The 2015 CASSIES, held at the Hilton Toronto on Feb. 19 and hosted by comedian and TV host James Cunningham, toasted the most effective marketing campaigns in Canada. Molson and its agency Rethink took home the Grand Prix for the Beer Fridge, which travelled the country and the world, bringing home tremendous results. Check out highlights from a night of celebration.

Jennifer Davidson of Six Pints Specialty Beer Co. presents an award; Brian Kerr and Tony Matta of Kraft; host James Cunningham hams it up by evoking Koodo’s mascot in a Mexican wrestling mask.

Lisa Hart, David Kennedy and Morgan Kurchak from Leo Burnett; Laura Rovinescu and Jay Melnychuk from Grey win Gold for a campaign for Moms Demand Action for Gun Sense in America; the scene at the show. photos by ryanwalkerphoto.ca by photos Heidi Avery from DentsuBos and James Connolly from CAMH take home Bronze; Cunningham hands off a Gold trophy to Boston Pizza’s Steve Silverstone; Joanne Forrester from Boston Pizza shares a laugh with Taxi's Matt Shoom-Kirsch.

42 www.strategyonline.ca

Cassies.Apr_15.indd 42 2015-03-19 12:38 PM Aviva Groll from Ogilvy accepts Gold as Gina Kiroff, Ola Machnowski, Alex Pente and Ian MacKellar look on; Janis Lindenbergs from Cossette and Dale Storey from General Mills celebrate the latter’s inaugural Client of the Year Award, presented by the ICA.

Cundari's Aldo Cundari and the Globe and Mail's Andrew Saunders celebrate at the cocktail party; Mike Mills and Brad Cowan from Studio M take home Gold; Darren Clarke from Taxi accepts the fi rst-ever Smart Marketing Award, presented by Canada Post, for the agency's work on Boston Pizza.

Clockwise from top: Attendees banter between awards; Joel Holtby, Aaron Starkman and Mike Dubrick of Rethink celebrate their agency's big Grand Prix win; Jani Yates of the ICA presents the Grand Prix; David Gibb from JWT gives out the Client of the Year Award.

April 2015 43

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rands and retailers are always drive value as much as possible without falling are taking advantage of the potential for exploring new ways to grow their back on price. Whether that value creation is personalization. “Combine that with what B share of basket. It’s never been through the digital content, loyalty points, or Loblaws is doing right now with PC Plus, easy, but today, understanding how and preference – value is still a major driving factor and they’re starting to take it to a whole new when to infl uence shopping decisions keeps for shoppers.” level.” He adds that Match client PepsiCo was getting more complex. One of the biggest Providing customers with relevant, awarded the PC Plus Vendor of the Year this challenges for retailers is in ensuring that they informative content is proving a powerful year for its successful collaboration programs. provide a consistent brand experience online brand engagement and loyalty tool for Although the opportunities and channels and offl ine. retailers. Big box stores caught onto this early for communicating with consumers have Although much of the focus in recent and have enhanced their websites with short changed, the basic needs of shoppers still years has been on ecommerce, bricks and feature articles on everything from lawn and apply. Well stocked aisles, robust product mortar stores are quickly regaining their garden care to how to host a baby shower. selection, easy returns and good delivery. importance in the chain. Consumers may be Rather than overtly advertising, the focus is to But as the added value of great in-store showrooming and doing product research make life easier for customers, with relevant experiences and customer service are online but then they are returning to stores reference to brands. becoming as important as price, rather than to make their purchases. Well-known One of the biggest trends right now is relying on sales, retailers must be creative ecommerce brand Amazon took note of this the continued push towards retailer-owned with themed offers, experiential events and trend and last year in the US began opening databases and retailer-led CRM programs mobile apps. its own stores to give customers traditional leveraging those databases. By accessing the Duncan adds, “The science behind shopper face-to-face experiences. data, suppliers can keep shelves stocked with marketing is continuing to improve with the This means retailers need to step up to the right products at the right time, and create knowledge gained through monitoring social the plate and provide the experience and brand conversion programs with coupons patterns, social media, the information from service that shoppers expect. Digital and targeting buyers of competitive products. retailers in terms of buying patterns, added mobile tech is changing shopper behaviour Duncan says the strength of the to info that exists through brands, all of which but it is also giving retailers tools to provide transactional data allows brands, over time, to allows us to create smarter programs that new experiences such as custom-tailored create better, laser-targeted programs. “It may build equity while driving volume. We can offers through mobile couponing and in- cost the manufacturers a little more to access speculate on where retail is going, but no one store beacons. the data, but the spend will be more effi cient.” can deny that providing value through mobile Mike Duncan, managing partner of Match Observing that for a long time the at the right moment in the form of relevant Marketing Group says, “Through digital Shoppers Optimum program was the content or other incentives, will continue to and mobile you’re able to provide different biggest retailer-owned CRM program in the be a focus. No one has really cracked the code forms of content that all ladder up to brand country, Duncan is seeing more potential – measuring effectiveness – but everybody is engagement and loyalty. Everybody is trying to as new programs come on stream that playing with it.” S45

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PepsiCo’s Pure Leaf natural brewed iced tea was introduced last year via tasting booths in high-traffi c Match Marketing Group: locations across the country Spotting opps to infl uence shoppers he path to purchase is no longer a Match’s end-to-end marketing begins with Pedigree’s Pet Adoption 2014 program that straight line and it’s not really a path, insights from the agency’s insights team led included a ‘Buy one. Feed two.’ component T it’s a maze with every shopper taking by Liz Crawford, a consumer behaviour analyst that helped feed shelter dogs thanks to an up- a different route. Finding opportunities for and author of the book, The Shopper Economy. to-$150,000 donation by Pedigree. brands to understand and infl uence shoppers The insights team handles analytics and And for last year’s launch of PepsiCo’s along that journey is where Match Marketing strategy and is charged with understanding Pure Leaf natural brewed iced tea, thousands Group comes in. the trends at retail, consumer behaviour, of Canadians were introduced to the new Mike Duncan, managing partner of Match staying abreast of digital changes, and tapping product through tasting booths that popped MG, says, “The old days of making a list once into what’s next for shopper marketing. up across the country, delivering a successful a week and heading to your neighbourhood Duncan says, “We like to say that we’re the start for the brand by resonating with health- grocery store to do a mammoth shop are gone. ‘fi rst to recognize’ what’s changing, what are conscious consumers. Now it’s occasion based – from ‘just in time’ to the insights, so we can ensure our creative “For each challenge that comes your way,” replenishment, from stock-up to grab-a-deal to teams are powered by the right information as explains Duncan, “the key is to really identify pleasure hunt. Understanding the triggers in they develop their ideas and then execute to the actionable insights that are going to make the pre-shop, shop and post-shop phases, and take those ideas right through to the end.” a difference, to enable you to communicate the vital role digital plays, is crucial to the right message at each turn of the maze.” infl uencing behaviour. The Ford Fiesta Movement put 100 cars in Shopper marketing has historically the hands of young bloggers, videographers In addition to insights, Match taken an idea created by an ad agency and online content creators MG has all the creative resources and then supported it through PR, to build and execute programs for advertising or in-store. Match MG has clients or test them to ensure the turned the process upside down by client can execute them. The agency’s starting from the store out rather than creative capabilities handle branding, the top down. The results are ideas advertising, visual merchandising, that work for the retailer, the brand retail promotion, and branded and the shopper. content. Its experiential division “That purchase decision is going builds consumer intercept programs, to be infl uenced differently and at brand interactions and events to drive different times for everybody,” says Duncan. Insights brought the agency to the a brand’s equity home with consumers. “Our job is to ensure that the right message realization that television wasn’t needed Match is not only a marketing agency; it at the right time gets to the right person in to effectively launch the new Ford Fiesta in is also a retailer with over 100 WOW! Mobile the right format – whether through mobile, at the US in 2014. The Fiesta Movement put Boutiques in malls across Canada where it sells store level, or brand interaction through events 100 cars in the hands of young bloggers, several brands of handsets and mobile plans. or consumer intercepts.” videographers and online content creators to Duncan says the experience brings some It seems to be working. With more than spread the message about the car well before unique advantages in the marketplace. 600 full-time staff and 7,000 merchandisers it was available in showrooms. The campaign “Retailers are confi dent that if we bring them through its seven offi ces in Norwalk, Boston, sold nearly ten thousand cars prior to launch. a program, it is executable, because of our Boulder, Bentonville, Baltimore, Toronto and Through social, digital and experiential strength in retail. Info from the retail and Montreal, the agency tripled in size from 2012 activation, the campaign allowed consumers merchandising teams is funneled back up to 2014 and currently has revenue in excess to participate in the launch in ways that into our insights group as they develop the of $250 million. Clients include PepsiCo, transcended traditional automobile advertising. information we need to power the creative Mars, Ford/Lincoln, L’Oreal, Novartis, Adidas, In Canada, Match MG tapped into pet process. The fact that we are a retailer just Heineken, Campbell’s Soup and BIC. owners’ love of animals and created the adds extra insights.” S47

ST.26283.Path2PurchaseSuppV4.indd 47 2015-03-19 4:17 PM Stop telling me to be good BY PHILLIP HAID

funny thing happens in non-proit partner Amref Health Africa A marketing when it comes to (who delivers the vaccines), the children social issues: we convince and families vaccinated, consumers who ourselves that awareness is an end in felt good about getting their lu shot and itself. In reality, defaulting to awareness the company. is tantamount to letting ourselves off Play to my interests. The Canadian the hook. Hemophilia Society wanted to make young Who can forget iconic campaigns like woman aware that they could be at risk of Smokey Bear telling you to put out your a bleeding disorder, but rather than run campire or the Partnership for a Drug- an ad campaign, it created an e-novella Free America showing an image of a on Wattpad called A Negative. It wove fried egg and warning you, “This is your the public education message and call to brain on drugs,” or our very own Hal and action into a Harlequin-esque story for Joanne telling us to take a “Body Break?” unsuspecting readers who like romance Because of these successful campaigns novels and follow the popular author. The that told us to “do good,” we now see result? More than 135,000 reads. awareness campaigns everywhere: Show up in unexpected ways. Partners drinking and driving, eating disorders, for Mental Health needed youth to sign animal cruelty, texting while driving, the a petition calling for changes to the way list goes on. we support and fund mental health The problem is they all put a services for young Canadians. So as part premium on awareness as opposed to Movember succeeds by engaging guys (print ad by BBDO). of a national campaign it wrapped a chip engagement, preferring you understand truck with the campaign branding (“Let’s versus enabling you to make a material Telus asked its Facebook fans to go pink Call BS”) and showed up outside of impact on your health or the community. for breast cancer by changing the colour schools and movie theatres with a simple So I am here to tell strategists and of their proile picture. For everyone who catch: sign the petition and enjoy some creatives it’s time to stop doing the did, Telus would make a small donation. free fries. Two days later with more than awareness thing. Telling people to do Not sure what to expect, they were 10,000 petitions signed – success. good or be better won’t work anymore. amazed when more than 800,000 people Be authentic. There is probably no Instead, engage people and you will participated. Simplicity works. better example of a brand authentically create meaningful social impact. Make it fun. Volkswagen introduced “fun engaging in social issues than Patagonia. The type of engagement I am talking theory” to a mass audience by running Its “Worn Wear” campaign encouraged about displays these golden rules: a series of social experiments, including customers to ix and wear its products for Give me something to do (and a reason turning a subway staircase into a people- as long as possible. The results? A 46% to do it). One of the great things about powered piano (remember the movie increase in sales from the previous year. Movember is that Big?) to increase the use of the stairs Embrace failure. Engagement the campaign versus the escalator next to it. The result necessitates trial and error with your tapped into a was a 67% increase in stair use. audience to see what they respond to and behavioural truth: Make it rewarding. To combat distracted how. So it is vital to re-frame failure as most men at one driving, Samsung Australia introduced learning, iterating as you go. As Thomas point in their life S-Drive, a gamiication app that rewards Edison said, “I have not failed, I’ve just want to see what drivers with movie tickets, concerts and found 10,000 ways that won’t work.” they look like with other prizes for driving the speed limit, So next time you are asked to create an a moustache. The making good turns and not texting awareness campaign, turn it into an action campaign gave while driving. campaign instead – one that seizes the PHILLIP HAID is them an excuse Make it a win-win-win. To encourage moment, delivers an irresistible incentive co-founder and CEO to grow a mo and Canadians to get their lu shot, Rexall and incites engagement. Telling me to be of Public Inc., a a good reason to introduced “Shot for Shot.” For every lu good is one thing. But showing me the Toronto-based social do it. shot given at a Rexall store, the company way and enabling the behaviour will have purpose agency and Make it simple. also vaccinated a child in northern a greater impact – much more than words innovation lab. A few years back, Uganda. The program was a win for its can say.

48 www.strategyonline.ca

Forum.Apr_15.indd 48 2015-03-19 5:52 PM Why marketers need to tell

better stories BY JANET KESTIN

hen I was 19 years old, I someone says, “Get to the point.” and a mid-level manager who believed W worked in a whorehouse and “Getting to the point” is price of entry it was because each factory was doing didn’t know it.* in an age of procurement and brief its own purchasing. The manager made Have I got your attention? Do you attention spans, but not being able to the case for changing this practice, but want to know more? That’s what a good bring an idea to life has a steep, invisible management wasn’t sold. So he gathered story can do, but “storytelling” has price. If your audience can’t feel the value 400 similar varieties of work gloves been getting a bad rap lately. Last year, of what you’re offering, ideas with pots used in the company, along with their the great designer Stefan Sagmeister of potential wind up in the trash because individual costs and suppliers, and put led a parade of people who hate how nobody cares. Projects need champions. the mile high pile on the boardroom table the term is being used for anyone who Customers need convincing. So, how in front of his bosses. Then he retold the isn’t a “real” storyteller, like a novelist do you inspire passion in others? Take story. Dramatic? Yes. Successful? You bet. or a moviemaker. I hate that this a lesson from this insightful R&D guy, Everything changed when the dry info fundamentally human behaviour has who needed support and buy-in for a came alive. become a buzzword. Narrative connects packaging innovation. The End: Will the last thing you said people. There’s scientiic evidence that it “Orange plastic melts at 120 degrees,” stay with them? Leaving an indelible links the minds of listener and speaker; he began, and went on to weave a riveting inal thought may be the difference it creates empathy and understanding. tale of temperatures and molecules. “I between thumbs up and thumbs down. Knowing how to tell a good story is tied to decision-making and, in business, the bottom line. PON A TIME OH SH*# I worked with a company whose NCE U THE EN innovation group was looking for more O D success in selling ideas to gatekeepers and decision-makers. The group had was on the edge of my seat every second,” 2) Fill the spaces between “Once Upon a found that its data-based, fact-illed, said one of the assembled groups. “How Time,” “Oh Sh*#” and “The End” with the PowerPoint-presented business cases often does a layperson feel like they can’t information you need to convey. often failed to convince – which meant a wait to hear the details of getting to a new 3) Let someone else’s objective eyes help stupid amount of time and money lost. plastic container?” identify what’s missing or unnecessary. The team realized they had to learn Mr. R&D hooked them from the get-go, You’ll take a tighter, stronger, more to tell stories that breathed life into the problem, included human and motivating tale into the room. could give the facts the critical facts and igures and left 4) Do it your way. If you’re funny, let it context, save the them breathless and committed. You can show. If you’re passionate, be that. Your cost of prototyping do it too. Here are a few things to think authentic voice is an asset. every last idea about when you’re aiming to build an 5) Steep yourself in brilliant storytelling. and reveal the irresistible case. Listen to businesspeople, ireighters, potential of less waiters and others like you at the momma obvious ones – 1) The story arc, boiled down by AOL’s of all story podcasts, themoth.org. stories that would David Shing: enable decision- Once Upon a Time --> Oh Sh*# --> The End Some storytellers are born; others are JANET KESTIN is makers to see Once Upon a Time: Start with a gripper, made. It’s worth the effort to become co-founder of the more clearly. like the R&D guy did. The words “Let me one because the best story wins in the consultancy Swim and They were tell you a story,” or a surprising opener, boardroom, with the customer and former CCO at Ogilvy, nervous. Spinning lights up the part of the brain that says ultimately, the consumer. where she helped come a yarn over a beer “reward.” It captivates your audience. The end. up with award-winning is one thing. But Oh Sh*#: Bring vivid life to the problem. campaigns like Dove’s the boardroom? In The Heart of Change, Harvard prof *True story. If you want to know the ending, “Campaign for Real What if you’re John Kotter tells the story of a company [email protected] Beauty.” rotten at it? Or with an ineficient purchasing process

April 2015 49

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