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 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!
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.
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
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!