The Salvation Army wanted to shift their target market and look to get the attention of a new generation of donors. The client asked Grey Canada to develop a campaign strategy which attracted the attention of 18-24 year olds.
Working in conjunction with the media agency, creative choices, such as bathroom adverts and college newspapers, were made to shine a targeted spotlight on The Salvation Army. For instance, a real vending machine stocked with synthetic food waste was placed at a community college. The machine conveyed the message that given a choice, no one would choose to eat garbage. Instead of buying items, people used the coin slot to make donations.
The campaign was extremely successful in getting the attention of the press and the client decided to carry over the strategy into the next fiscal year.
Category: Commercial Airline | Territories Managed: United Kingdom | Media: Print, Digital
When AirAsia, the low-cost long-haul airline based in Malaysia, broadened its service scope to include the UK, Publicis took on the challenge of promoting the brand. As the agency of record, Publicis coordinated with media and public relations firms to develop print and digital work that built brand recognition in this new market.
A global strategy of using comedic tag lines and aspirational imagery was translated to ensure a strong connection with the British public. Managing the expectations of clients with different cultural orientations ensured that the work would be relevant across not only the United Kingdom but Europe as well.
Client: JTI USA, JTI-Macdonald
Category: Tobacco | Territories Managed: Canada, USA | Media: Digital
The tobacco industry exists in a legally limited space, specifically when it comes to building their communication strategy. The challenge was finding creative ways to circumvent these barriers.
Grey Canada designed and executed both internal and external digital strategies. A major component was the aesthetic and functional update of JTI@ction, an internal newsletter, as well as the creative development and production of their bi-monthly issues.
Numerous internal stakeholders made the maintenance of this strong client-agency relationship imperative. The success of the projects encouraged the client to re-commit to Grey Canada.
The Salvation Army uses their Annual Christmas Campaign to elicit the bulk of their donations. Through research, the client identified that the greater public felt that helping those in need was too great a problem and that their donation would be too small to matter. Using the messaging, No Dream is Too Small When you are in Need, a 360 degree strategy (TSA, TV, radio and digital) was executed to help shift this perspective.
The star of the campaign, the animated television spot, illustrated how simple and small a child in need’s hopes and dreams are. The renowned director Ben Hibon and composer Giles Lamb created a brilliant and moving piece which has garnered significant attention from the press. Most importantly, the campaign helped The Salvation Army bring in $20.6 million.
With a growing population of over 170 million, the Nigerian market is one in a state of flux. After great success in the launch of their feminine care products in Nigeria, Procter & Gamble and Publicis launched its Oral-B Pro-Health toothpaste.
An extremely passionate and family-oriented nation, the launch in Nigeria required Publicis and Procter & Gamble to step outside of their global marketing plans. The TV spot played on the colours and lively music native to Nigerians, while educating the public on the importance of proper oral care. Education, in fact, was extremely important in successfully entering Nigeria, as it was found that there was very little knowledge or interest in oral care. There are only approximately 3000 dentists in all of Nigeria, and the public regards visits as reactive, only contacting them after a problem arises. This differs from western cultures where individuals use proactive measures to maintain their oral health.
Category: Healthcare | Territories Managed: Central and Eastern Europe | Media: TV, Digital
Through extensive research and monitoring, it was found that Central and Eastern European women were concerned that whitening products damaged their enamel. The launch of the 3D White Luxe line of oral care products focused on combatting these concerns by emphasizing a technological breakthrough that allowed the paste, mouthwash and accompanying products to remove 80% of surface stains while strengthening enamel.
Publicis chose to educate the consumer on the benefits of 3D White Luxe, effective and safe whitening, while employing a strategy that encouraged customers to have confidence in their smile.
Category: Telecommunications | Territories Managed: Canada | Media: Digital
When TELUS came to Twist Image, they were looking to add an innovative permission-based email marketing program to their existing marketing strategy. Their communication objectives were two-fold: maintain their current clients while developing new relationships through product and service promotions.
Twist Image worked to advance the success of the "Upsell" email marketing strategies while creating a revolutionary CMS system which would enable the client to manage their monthly Loyalty & Retention communications with little support from the agency. These tactics showed great success both through client satisfaction and consumer interaction metrics.