SC JOHNSON’S OFF!

In Ontario, “summer” brings concerns of West Nile Disease. SC Johnson’s OFF! had a lot to say about its brands of insect repellents and also wanted to put samples of their new product, OFF! Botanicals, directly into consumers’ hands. If the best advertising is described as reaching the right prospect, at the right time, with the right message, in the right medium, then the OFF! Campaign earned top honours. Using the Cottage Country Radio Network “Moose FM”, (a group of radio stations which saturate the Cottage Country market), was indeed a savvy strategy. Here, OFF! was in their most important market AND reached hundreds of thousands of Torontonians at a fraction of what it would cost to reach them in Toronto. The tactical execution included an on-air feature, created exclusively for OFF!, called “Bug-Free Living” (which was also the name of the OFF! web site). Through this feature, OFF! disseminated a broad range of information about insect control coupled with the features and benefits of their family of products. A 30” brandsell campaign was also supported with sponsorship of Moose FM’s “On The Water” Program. Boats, with the OFF! logo cruised the major lakes (Rosseau, Joseph and Muskoka) going dock-to-dock delivering samples of OFF! Botanicals and attended all major on-water events.

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COCA COLA

Coca Cola is arguably the most recognized brand in the world – yet, they still need to promote their brands and support the heritage and equity established in the Coca Cola name. In a market where they were not #1, Coca Cola needed to earn market share, improve relations with its distributors and launch new brands. Mama Media secured Title Sponsorship of a group of radio stations’ Summer Event Cruisers. Coca Cola appreciated the combination of direct-to-consumer sampling with radio exposure to achieve their objectives. With the logos of multiple Coca Cola brands splashed across the cruisers acting as mobile ads, an exuberant, youthful sampling team and the key summer season at hand, The Coca Cola Community Cruisers hit the streets and beaches.
Before any other players in the category even knew about the opportunity, on behalf of Coca Cola, Mama Media scooped sponsorship of three new key events in Toronto’s Entertainment District; thereby locking out the competition.

Nothing will communicate the quality of your product better than putting it directly into consumers’ hands. What better way to increase trial and usage than by sampling at a location where the consumer can immediately purchase it!

 

MOOSEHEAD

Eager to gain market share among young beer drinkers, Moosehead tapped into the strategy of reaching Torontonians through the back door by advertising in Ontario’s Cottage Country. Sponsorship of the top radio network’s Community Cruiser program took Moosehead to all the hot spots including restaurants, bars, beer stores and LCBO’s. The radio station’s own “moose” mascot was frequently on-site to generate further excitement. The radio commercials promoted Moosehead’s “limited time offers”. The combination of a strong frequency radio campaign and a grassroots community program quenched the client’s thirst for an intrusive program.

 

MELITA

Melitta was intrigued by the opportunity to reach affluent, baby boomers in Ontario’s Cottage Country. As a co-sponsor with the Globe & Mail, samples of Melitta coffee and Melitta coupons were hand-delivered to cottagers by a dock-to-dock sampling program. On land, Melitta was sampled exclusively at grocery store banners chosen by the client to encourage consumers to buy the product while shopping. This program generated significant “buzz” for Melitta and helped reestablish the brand with avid coffee drinkers.

 

WRIGLEY

How do you reach the mobile, hip, fickle 18-34 consumer in a captivating way that resonates and sticks? You become immersed in their environment. You play where they play. Wrigley’s Excel supported the launch of its new mints by being omnipresent in Ontario’s Cottage Country. A campaign which combined strong radio support, direct-to-consumer sampling on land and on water, and an intrusive in-bar program throughout the entire summer was an excel-lent hit (o.k., pun intended).

Mama Media continued its work for the Excel brand by developing a sampling program at The Taste of The Danforth. This marquee event was ideally suited to the brand’s target audience and was distributed at a time when breath freshening was needed!

 

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