http://www.montreal.ad/en description en MVC RSS http://www.montreal.ad/bleublancrouge/bleublancrouge Tue, 28 Oct 2008 03:35:55 EST 706f29da-c82e-4929-8609-fb45346b72dc bleublancrouge _ http://www.montreal.ad/bleublancrouge/toyota-clever Mon, 26 Jan 2009 10:22:36 EST 727b1621-a981-49f4-87fe-8be44c6a470b bleublancrouge Objectives and business We chose the Eco-savings campaign created in 2008 for the Quebec Toyota Dealers Association for the variety of methods used, the relevance of its strategy, its social and environmental aspects and the sales it generated. The Quebec Toyota Dealers Association groups together all retailers of the automobile brand. For 2008, the organization’s objective was to increase sales and strengthen its environmental positioning. Our job was to transform Toyota’s existing positioning – environmentally friendly cars – into a selling point. The challenge was that the majority of Quebeckers didn’t want to pay more money for an environmentally friendly purchase. So we had to combine environmental claims with retail selling points. Concepts we developped To solve our client’s problem, we recommended a new platform be implemented for the whole year, with the evocative name “les écolonomies” (Eco-savings). The platform’s main idea could be summed up in one sentence: It’s not expensive to buy green. Solution we proposed Several phases followed one after another in the campaign. From January 2008, the launch was mainly centred around retail sales by using radio spots, Web banners and print ads with the Eco-savings signature. In phase 2, which began in March 2008, a TV campaign was launched to establish a resolutely green approach to complement other media focusing more on sales. In phase 3, which began last June, we relied more on the intelligence of consumers. The new signature, “Pensez plus, dépensez moins” (Think more, spend less), adapted in radio, Web banners and POP, completed the first two phases and addressed current concerns about the price of gas. In phase 4, we are promoting the responsible use of personal vehicles and are partly promoting the use of public transit. This phase was launched in August. With a global budget of approximately $11 million, we executed a turnkey campaign from strategic thinking to conceptualization to production, irrespective of the platform. It’s one of the few retail sales campaigns to be fully vertically integrated – it takes the brand-level message, adapts it to the dealers association and integrates it into each dealership. Results The campaign was unanimously approved by Toyota retailers who supported the concept. Right from the get go, this campaign, almost comparable to a platform, had a vision that was consistently and believably managed throughout the different phases. The results speak for themselves as for the first six months, 2008 was a record year with a sales increase of an average of 20%, irrespective of the make. Increase in sales of 53% were even observed in the summer time, compared to the previous year. These results were only observed in Quebec. Results in other provinces were well below ours. The only difference between the results was blueblancrouge’s campaign. http://www.montreal.ad/bleublancrouge/the-gazette Tue, 27 Jan 2009 02:39:09 EST 0f17674f-017d-4dc9-b8de-954bff6da811 bleublancrouge Objectives and business In business for over 2 centuries, it was time for The Gazette to update its image to counter its drop in readership. The Montreal daily’s decline in sales was largely due to the growing number of information platforms and a lack of time on the consumers’ side to sit down and read. The newspaper had to reinvent itself without changing completely to attract more advertisers and draw more attention from Montreal Anglophones. Concepts developed Research on the changing industry of dailies showed a distinct migration of readers to the Internet and free newspapers. These realizations led us to recommend that The Gazette use its status as a large institution to boost the value of its content. The newspaper editors increased the quality of the content by printing five special editions per season. For the brand direction, we developed the signature “Words matter” to show how important words are, particularly those published in The Gazette. The English daily consequently proved how the right words count when you describe events and from then on symbolized reliable information with its black and white frame. Steering clear of drama, the creative platform “Words matter” focuses on simplicity, ingenuity and emotion, letting words tell the story. Solutions proposed The Gazette launched its new signature “Words matter” for Montreal Anglophones on August 18, 2006. By only printing lines and images on the front page, the daily wanted to prove the value of its journalists’ words. The promotional campaign for the Montreal daily continued on the back of the front page, with the signature “Words matter”. The real front page, complete with articles, appeared on page three. After the launch and all its media coverage, the concept “Words matter” was adapted for almost all existing print, multimedia and electronic formats. The infinitesimal number of possibilities meant we could execute as many versions of the concept as we wanted, using different approaches for different targets (young, older, trendy, conservative…), to ensure we reached all readers. In parallel, field activities were organized for in-depth features. For example, a promotional squad of “sleepers” walked around the metro, streets and malls in their pyjamas for a feature on sleeplessness, wherein the actors played the part of walking billboards. Another promotion displayed small billboards in blocks of ice which melted on street corners downtown for a feature on global warming. Results All of these simultaneous happenings made for a huge increase in sales of The Gazette, not just of special editions, which resulted in a global improvement in sales that peaked on Saturdays. Beyond the quantitative, the empathy created by the campaign made it possible to attract a new clientele and generate loyalty among existing readers. The new corporate identity’s success spread across the country like wildfire. Right from the day of the launch, kicked off with the daily’s wordless front page, the readers’ reaction was unanimous. The Gazette is liked and respected more than ever. From Vancouver to Halifax, the media, including the competition, is applauding the campaign. “Words matter” won the Prix du Public TV5, Quebec advertising experts declared it the best campaign of the year in the 2007 Créa Awards, and the Toronto Marketing Awards gave it no less than Gold. As well as the extraordinary success of the new positioning for the public, employees are prouder than ever to work for The Gazette. New applications received by human resources confirm that the daily has become an attractive, exemplary and desirable place to work.