The Energizer “Don’t Die Too Soon” campaign starring Clickity Camera, Flickity Flashlight, Kenny Controller and Ricky Remote recently launched on the Energizerca YouTube channel to educate consumers about “the right battery for the right device”. Building on the fact that the there’s nothing worse than a device dying on you during its big moment and inspired by 70’s and 80’s animation, the TBWA\TORONTO team created these four fun spots.
Posts Tagged ‘Earned Media’
Nissan Juke – “The Dread”
Tuesday, October 12th, 2010From its DIG Turbo engine, to its all-wheel drive system, to its unique design cues, everything about the Nissan Juke screams innovation. It is this innovation that TBWA\Toronto wanted to bring to life through this campaign. So, in partnership with Nissan Canada, we created a series of short films which tell a fantastical story about Nissan Juke, each highlighting a specific innovation in engineering or design.
The goal is for the campaign to grow organically, with “incremental” support on various influential online properties. Vying for a position amongst top entertainment portals, the Juke launch campaign and its Urban Legend handle have created a broad stage rivaling the launch of some of the best Hollywood blockbuster films.
Cannes – the PR shops are in the PR Lions
Monday, June 21st, 2010Congratulations to all the winners at Cannes especially those within the TBWA\GLOBAL network. So far, the Cannes Lions have been very good to our network with more than a few significant wins including two Grand Prix in promo and PR for Gatorade ‘Replay’, which is the great campaign from TBWA\Chiat\Day.
But where are the PR shops in the PR Lions? Apparently, they’re not at Cannes and they’re not winning their share of awards says Brian Morrissey in this interesting Adweek article. Perhaps it’s too early to pass final judgment about how many awards “that redheaded stepchild, growing up into a critical part of the marketing world,” should win. Regardless, Mr Morrissey has thrown down the proverbial gauntlet, challenging PR agencies and pros.
TBWA certainly understands the importance of earned media, or PR and social media as it’s more commonly known. Gatorade ‘Replay’ and the Nissan Sentra SE-R Project are earned media successes. Additionally, my roles as Director of Earned Media demonstrates TBWA\TORONTO’s commitment to integrating PR and social into the paid, owned and created media mix.
As more agencies see the advantage of understanding how brands behave across all mediums, we’ll see more agencies such as TBWA with in-house digital, PR, social, mass and creative expertise. These firms started as ad agencies or PR shops or digital boutiques, but they’re emerging as communications powerhouses capable of servicing clients’ many marketing needs.
And as the next generation of firms continue to win at Cannes, it might be time to realize that the various and critical elements of the marketing world will be created and delivered by agencies that look and act differently. So maybe there are the right amount of PR shops in the PR Lions; they just sorta look like ad agencies.
TBWA\TORONTO Helps Petro-Canada With Olympic Success
Wednesday, May 12th, 2010Petro-Canada, a Suncor Energy Business, partnered with TBWA\TORONTO to develop a unique & creative Olympic activation program. Unlike other Olympic sponsors, Petro-Canada pursued a less commercialized approach to their Olympic sponsorship by focusing on the lesser-known, un-carded athletes, the coaches and even the athletes’ families.
Knowing that a “hard sell” would not convince Canadians to contribute and get involved, we chose to engage people and celebrate the Olympic spirit through a combination of paid and unearned media.
The result: Petro-Canada was the Canadian brand most associated with the 2010 Vancouver Olympics according to the Angus Reid Corporate Reputation and Sponsorship Index.
Have a look at the video to hear from Steven Keith – Director of Olympic Activation.
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Lufthansa moves at the speed of culture
Monday, April 26th, 2010How a brand behaves in the world is as important as what is says. Below is a great example of Lufthansa Airlines responding at the speed of culture. Lufthansa responded to Apple engineer Gray Powell’s unfortunate predicament where he lost a prototype Apple iPhone in a German bar outside of Apple’s headquarters. The lost phone earned worldwide media attention when a technology blog leaked news of the device online.
In Jay’s Words
Monday, April 19th, 2010In the video below, Jay Bertram, President, TBWA\CANADA shares his POV about the firm’s evolution, earned and paid media, digital and how Disruption and Media Arts differentiate this award-winning network from the pack.
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Nissan Sentra SE-R Project
Friday, April 9th, 2010Nissan Canada, in partnership with TBWA\TORONTO, has created a unique video designed to highlight the joy and excitement of driving a Sentra. The SE-R Project, which can be viewed at SERProject.ca, is a fast-paced ride conceived to get people to view, comment and share the spot.
The creative strategy was to produce entertaining, branded content that would captivate viewers while driving passion for Nissan in Canada. The SE-R Project achieved this by using a radio-controlled (RC) car as the hero of this action-packed video.
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