Western Canada Marketing & PR Awards 2017

APRIL 5, 2017

Public Relations Categories Influencer/Talent Marketing Community Building Integrated Campaign Led by PR Digital Categories Best Use of Social Media Creative Use of Technology Online Film Campaign Integrated Web Campaign Best Website Design/UX Best Use of Digital Ads

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Western Canada Marketing & PR Awards Business in Vancouver is proud to partner with the Change in the Making Conference for the 2017 Western Canadian Marketing & PR Awards on April 5. The awards identify Western Canada’s most creative marketing and public relations campaigns in a wide range of categories. Winning campaigns will be recognized for concept, creativity, execution and results.

Oli Gardner, co-founder, Unbounce

Rashel Hariri, digital social engagement manager, McDonald’s Restaurants of Canada Ltd.

Jacqueline Loch, vice-president and group publisher, women’s group, St. Joseph Media

Peter Reek, principal, Smart Savvy

Andrew Sharpe, president and director of strategy, Brandspank

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Public Relations Categories

INFLUENCER/TALENT MARKETING FINALISTS The use of a celebrity or influencer in a PR campaign, associating the influencer with a product or service in order to reach a target demographic or establish trust between the target demographic and the product or service.

Commit to the Unknown – Equinox Brix Media Co. How do you make an impression in a market before you’ve actually arrived? That was the challenge Equinox, an international luxury fitness club, was faced with when entering Vancouver. Widely regarded for its culture of commitment and high-performance living, the brand wanted earned third-party credibility amongst local influencers in anticipation of its opening in Vancouver. Brix Media Co. conceptualized an experiential campaign focused on earned coverage through activations. From a mystery fitness excursion that flew 12 influencers in branded helicopters to Sea to Sky Gondola for a mountaintop HIIT class, to a summer sunrise yoga and brunch series hosted at the Shangri-La, to an intimate long-table dinner hosted by Equinox’s CEO, on the eve of the club’s opening; the experiences were unparalleled and resulted in nearly 250 organic posts with an estimated social reach of 4.7 million – four times the amount of coverage it could have garnered with a paid collaboration. The campaign generated 80 traditional media impressions with an estimated reach of 19.1 million and earned celebrity

endorsements from actors David Ramsey and Rose McIver. Most importantly, the campaign succeeded in engaging Vancouverites who experienced the activations vicariously through respected influencers.

Holt Renfrew: Square One Store Opening Sidebuy The iconic Canadian retailer Holt Renfrew was interested in generating more buzz and social media engagement around the new flagship store launch at Square One in Mississauga.

By partnering up with Sidebuy, a Vancouver-based data-driven influencer marketing company that connects brands with relevant influencers, Holt Renfrew was matched with three local and targeted influencers in the luxury fashion and lifestyle niche.

The influencers attended the exclusive store opening and took over Holt Renfrew’s Snapchat to generate additional engagement over social media and to create real-time video snippets of the event. The customized content was produced to promote the new store across various social verticals, through real-time, collaborative and engaging social media conversation published at peak times to maximize social exposure and reach.

Through a variety of social platforms including Snapchat video, stunning Instagram posts of the new space, and blog posts recapping the event, the overall sentiment was positive and highly engaged. Over 5.39 million impressions were generated with a total engagement of over 19,300.

Furthermore, the real-time video allowed potential customers who could not make it to the event a chance to experience the excitement from the comforts of their home (or mobile device) at a time that was convenient.

Welcome to CF Junction This campaign set out to reintroduce Western Canada to a well-loved

brand using social media. Junction was tasked with not just a branding campaign, but with developing relationships that had been built over decades and creating new ones.

Before seeking new relationships, they started first with ones that already existed by publishing an open letter from the owners about why they were doing the rebrand, and how it would affect everyone involved.

That showed up as a series of posts directly from the owners in-store, on Instagram and on Facebook, which helped them to turn the uneasiness that comes with any major change into excitement and advocacy. Next, CF partnered with

well-known designers who already loved the company to help tell its story. Jillian Harris and Alykhan Velji invited people to rediscover CF, and enter to win a $3,000 style upgrade, personally consulted on by each of them. Finally, the incredible style of the in-house CF designers was put on display through beautiful, creative social media content, highly targeted social advertising and a gorgeous magazine-style editorial email.

The result was optimism within the company, massive increases in social audience and engagement, and real, tangible relationships that will drive business now and for years to come.

Public Relations Categories

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COMMUNITY BUILDING FINALISTS A social activity campaign, led by PR, used to rally an online community, enhance brand affinity, and/or effect a change in attitude towards a brand among its consumer base online.

Finalists identified how the campaign was built, how it listened and responded to its target audience, and how it leveraged a creative idea to build a brand’s online community. lifestyle factors that Pacific Blue Cross rewards with a 10% discount on its individual health plans.

Using a unique voting link and the hashtag #PBCHealthChallenge, participants posted their resolutions on Facebook and Twitter and invited votes from their social networks. A co-ordinated media campaign included tips from a Pacific Blue Cross psychology expert on how to keep resolutions, as well as ongoing posts on eating right and staying healthy through the competition.

A total of 18,000 British Columbians joined the campaign and generated 180,000 votes for their resolutions.

They revealed the compelling stories and challenges faced in their individual health journeys and inspired many who have achieved their own goals to post words of encouragement.

2017 Pacific Blue Cross Health Challenge Pacific Blue Cross To deliver on a new mission and vision to improve health and well-being in British Columbia, from December 21 to January 31, 2017, the Pacific Blue Cross Health Challenge invited British Columbians to make healthy New Year’s resolutions and share them on social media networks for a chance to win one of three prizes of $2,017 in Health Cash.

Participants were given the option of choosing a health resolution and emoji from one of three categories: Eat Right, Quit Smoking, and Exercise. These are based on key healthy

Ronald McDonald House BC & Yukon – Gift a Moment Campaign Cossette Ronald McDonald House (RMH) BC & Yukon has been a home away from home for families who have a seriously ill child who requires treatment in Vancouver.

This campaign aimed to show that RMH BC doesn’t just provide each family a place to stay. It provides these families a series of precious moments with their seriously ill child.

To raise awareness and increase donations, 73 individual moments were posted on the crowdfunding site GoFundMe. The 73 moments, representing the 73 rooms in the house, included learning how to ride a bike, checking for monsters under the bed, and story time with mom and dad.

Each moment had a relatively low

fund goal to show that even a small donation can have a big impact.

Seven days into the launch, the results surpassed expectations. With zero media dollars, the social video on Facebook had 10,000 views and 121 shares. The story was picked up

by CTV and Strategy magazine, and 28 B.C. radio stations made mention of it, raising half of the base target amount in one week.

Shomi Mr. Robot Insta-hack Rethink Canada To promote the hit show Mr. Robot, a binge-worthy show about a cyber-engineer-turned-hacker streaming exclusively on Shomi, the brand hacked its own out-of-home campaign with hashtags that led to a location-based alternate-reality game.

To kick off the Instagram-based scavenger hunt with intrigue and excitement, superfans of the show were invited to share the news they had been recruited to participate in the Insta-Hack. As fans and players discovered the hashtags, through superfan and sponsored content posts, they were inspired and instructed to participate in the alternate-reality game in order to help liberate corporate funds, and claim the money hidden all over the city for themselves, similar to one of the main themes of the show.

The program resulted in an 80% increase in free trial subscriptions during the week of the alternate-reality game, 15% increase in Mr. Robot awareness levels in Canada and 650,000-plus estimated impressions from hell0fr13nd channels, sponsored content articles, social shares, influencer posts, and user-generated content.

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Public Relations Categories

INTEGRATED CAMPAIGN LED BY PR FINALISTS Public-relations-led campaign that appeared across at least three different types of media.

Entries were evaluated based on how successfully their PR-driven efforts communicated a client or brand’s message and the effectiveness of the campaign among its intended audience. entertainment properties – STOMP – returned to Vancouver in 2017.

Murray Paterson Marketing Group (MPMG) was tasked with reintroducing Vancouverites to the international percussion phenomenon. The challenge was to execute an all-encompassing PR and marketing campaign that generated buzz befitting the company’s fame and drove hard results at the box office.

To do so, MPMG implemented a campaign that combined tactical advertising and publicity with rigorous local partnerships. Through these strategic relationships, STOMP was able to align itself with some of the city’s most iconic institutions, including Vancouver Food Bank, Red Truck Beer, Science World, Granville Island Kids Market and more.

The result was a campaign that connected with STOMP’s target audience not only through the media they consumed, but also at the physical locations where they congregated.

Through PR and marketing, MPMG was able to not only secure mass awareness for the production but also ensure its box office goals were realized. #JeanUp – BC Children’s Hospital Foundation Jeans Day 2016 GREY Advertising Vancouver When BC Children’s Hospital Foundation launched Jeans Day in 1991, wearing jeans to work was somewhat of a novelty. Now, pretty much every day is Jeans Day. With participation and buttons sales down, it was clear something had to be done with the tired and dated concept. Working with GREY Vancouver, the challenge was to refresh the event and bring the fun, and the fundraising, back to Jeans Day. To do this, a denim movement was created around #JeanUp. It started with an online film, radio, and posters – inviting people to don denim from head to toe. Then the campaign moved into PR and social media.

Relationships with Global News pushed out the concept online and on air. Then star athletes, including the Vancouver Whitecaps, BC Lions, and Vancouver Canucks, plus local digital influencers and the foundation, helped seed the concept online.

April 28 saw a sea of “Canadian tuxedos.” #JeanUp started trending on Twitter at 10 a.m. and continued for 24 hours – a first for BC Children’s Hospital Foundation. More than 2.5 million accounts received a #JeanUp tweet with total reach topping nine million. Most importantly button sales were up over the previous year, raising much-needed funds for sick kids.

STOMP, the International Percussion Sensation, Returns to Vancouver Murray Paterson Marketing Group After a 10-year absence from the city, one of the world’s most recognized

YVR 2037 Master Plan Phase 2 Edelman Vancouver International Airport (YVR) is Canada’s second-busiest airport, managed by Vancouver Airport Authority – a community-based,

not-for-profit organization.

YVR prides itself on being a leader in sustainability and a highly consultative member of its community.

In 2015, YVR launched YVR 2037, a four-stage planning and consultation process to update its master plan which will guide land use decisionmaking and facility development for the next 20 years. YVR completed Phase 1 of the YVR 2037 consultation project in September 2015 after engaging with the public and stakeholders to confirm the collective vision for the future. During the process, six key areas were identified for further consultation: terminals, airside and airspace, ground access,

environment, community amenities and land use.

In 2016, YVR chose Edelman to take Phase 2 of the master plan consultation process to new heights by promoting community relations and integrated marketing. Consultation during this phase focused on informing the community and stakeholders about what YVR heard during Phase 1 and demonstrating how feedback was incorporated into the six key areas of ongoing planning.

Edelman was tasked with building public awareness of the master plan process, driving attendance to public consultation events and fostering online engagement.

Digital Categories

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BEST USE OF SOCIAL MEDIA FINALISTS Any campaign designed to leverage social media (Facebook, Twitter, Instagram, Snapchat, etc.) to achieve a marketer’s goals. #AnythingForHockey Rethink Canada is the most irrationally hockey-obsessed nation in the world.

And beer brand Molson Canadian wanted to prove it is just as hockeyobsessed as the fans.

A hockey rink was built in the craziest place – 32 floors up on a skyscraper rooftop in Canada’s biggest city. Utilizing Facebook and Instagram, they challenged the online community of hockey-obsessed fans to demonstrate their own passion for the game and earn their way up to play on the rink.

To qualify for the Rooftop Rink contest, fans had to submit their story of hockey obsession, using the hashtag #AnythingForHockey on social media. Thousands of entries led to five winners being selected to play against a handful of NHL legends for an unforgettable night game on the roof, which was filmed for both :30 TV and long-format online video.

Following the film shoot, there was so much demand to play on the roof, the rink was kept up a month longer than anticipated, allowing more than 2,200 fans to make their way up.

Children of the Street Society – New Follower Cossette Each year Children of the Street Society takes on a provincewide awareness initiative on sexual exploitation through its Predator Watch program. The 2016 campaign focused on alerting the public about apps that allowed geotagging as a tool that exploiters use to connect with youth.

The campaign created a social experience that specifically intercepted online predators precisely at a private moment when they thought it was safe to search for, and target, vulnerable youth. Fictitious teen photos were seeded onto Instagram using popular youth hashtags, including geotags, that predators would search for. The predators who tried to connect with the teens of the hashtagged photos encountered the fictitious profile, which used Insta-

gram’s grid to make it look like the potential predators were now viewing the teen photos from behind jail cell bars with a reminder that undercover officers were online. These photos were reposted throughout the course of the campaign to keep them topical in the search results.

The campaign generated a substantial amount of PR buzz nationally.

Overall the campaign raised awareness amongst parents, giving them the knowledge and tools they need to help protect their kids by talking to them about preventing sexual exploitation online.

Dairyland Cottage Cheese Cossette Dairyland Cottage Cheese had recently experienced a decline in sales due to a recent packaging redesign that had created confusion and an older declining buyer. The brand needed to reinvigorate the product and connect with a new audience that was younger.

To connect with the 25-to-35-yearold target, there was a need to demonstrate the product as a healthy and versatile snacking option, while at the same time highlighting the packaging in an engaging way. The best way to bring this to life was to literally bring the packaging to life. The Dairyland Cottage Cheese container became the hero and was showcased throughout the creative. Three scenarios were developed where the Dairyland Cottage Cheese character was engaging in active behaviours including yoga, boxing and running through a field. The scenarios aligned the product with healthy behaviours and the accompaniments showed the versatility of the product.

The campaign was supported with paid digital channels including fitness media. It is currently in market; therefore, post-campaign results were not available at the time of this submission, but early indications of performance have been extremely positive. To date, there are almost seven million impressions on digital, with a very modest budget.

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Digital Categories

CREATIVE USE OF TECHNOLOGY FINALISTS A digital advertising execution that uses available technology in a way that hasn’t been seen before, or the development of a new technology for use by a brand in its advertising campaign.

Daredevil Fighting Billboards DDB Canada Netflix’s Daredevil original series is known for its elaborate fight scenes.

To promote the launch of Season 2, Netflix staged a new kind of fight driven by social media conversations about the season’s three main characters.

To pique interest and anticipation for the show’s return amongst fanboys, the campaign launched an interactive multi-billboard installation in Toronto that asked onlookers to “join the fight” by using #Daredevil, #Punisher or #Elektra to support their favourite character.

Fuelled by Daredevil fanatics’, social posts that included #Daredevil, #Punisher and #Elektra, the billboards evolved with the most talked-about character on social attacking his or her enemies by adding physical damage, including bullet holes, slashes, bruises and 3D weapons, to the opposition’s billboards.

Twitter engagement for the campaign was three times the industry average and helped make Daredevil Season 2 one of Netflix’s largest launches ever. While Netflix’s overall success cannot be attributed to one campaign, it is demonstrative of the calibre of effective work that is contributing to the significant growth of Netflix. An estimated 5.2 million Canadian households subscribed as of April 2016, up from 4.7 million in December 2015. At $10 per month per subscription, this translated to $60 million in additional revenue.

Reminiscent of a music equalizer, the billboard featured McDonald’s fries in a way that was appealing to music lovers. A back-end web platform fed real-time data from on-site decibel levels. The fries grew in real time as the music got louder at the festival. As the fries grew, the copy on the billboard would also change, giving those headed to Pemberton Music Festival a taste of what was to come.

The billboard can be directly linked to driving positive results for the McDonald’s in Pemberton as it experienced a huge lift in sales compared to the festival weekend during the previous year. Average sales for the weekend were up 48%, which was a true testament to igniting the McDonald’s craving at the festival.

McDonald’s – Equalizer Fries Cossette The Pemberton Music Festival is one of the largest music festivals in B.C., attracting thousands of attendees every summer. McDonald’s wanted to capitalize on this influx of traffic within Pemberton and drive these consumers to the restaurant closest to the festival grounds, which was achieved through a digital billboard, strategically positioned along Highway 99, the major access route to Pemberton.

Sport Chek Pillar vs. Drones Rethink Canada Sport Chek wanted to reposition itself as Canada’s source for exceptional amateur athletes. To do this, a content series was created featuring elite athletes taking their training to the next level, and performing common drills with an added twist – drones.

To date, the elevated training series featuring elite athletes and drones is some of the most engaging content ever created for Sport Chek. It was featured in North America’s most influential sports media including Sports Illustrated, Fox Sports, Bleacher Report and more, earning an estimated 13,089,000 impressions.

Digital Categories

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ONLINE FILM CAMPAIGN Finalists A video campaign that was shot specifically for online distribution, including mobile.

May include video uploaded to social networking sites by marketers or agencies.

stantial amount of PR buzz nationally.

Overall the campaign raised awareness amongst parents, giving them the knowledge and tools they need to help protect their kids by talking to them about preventing sexual exploitation online.

Children of the Street Society – New Follower Cossette Each year Children of the Street Society takes on a provincewide awareness initiative on sexual exploitation through its Predator Watch program. The 2016 campaign focused on alerting the public about apps that allowed geotagging as a tool that exploiters use to connect with youth.

The campaign created a social experience that specifically intercepted online predators precisely at a private moment when they thought it was safe to search for, and target, vulnerable youth. Fictitious teen

photos were seeded onto Instagram using popular youth hashtags, including geotags, that predators would search for. The predators who tried to connect with the teens of the hashtagged photos encountered the fictitious profile, which used Instagram’s grid to make it look like the

potential predators were now viewing the teen photos from behind jail cell bars with a reminder that undercover officers were online. These photos were reposted throughout the course of the campaign to keep them topical in the search results.

The campaign generated a sub-

One Drop – BC Used Oil Management Association GREY Advertising Vancouver Thirty per cent of British Columbians change their own oil, but many aren’t sure what to do with it afterwards.

Most recycle it but some dump it in the garbage, on the ground or down the drain. Inspired by the statistic that one drop of oil harms a million drops of water, this online film created by GREY Vancouver for the BC Used Oil Management Association (BCUOMA) linked the idea of not recycling oil to actually drinking it. A call to action at the end of the film pushed viewers to click through to the BCUOMA website to a recycling location nearby. The film garnered over 27.1 million impressions and used-oil collection rates are on the rise across the province.

Ward+Robes Rethink Canada Being a teen is tough, and being a hospitalized teen is even tougher.

That’s why Rethink worked with Starlight Children’s Foundation Canada to create the Ward+Robes initiative to help hospitalized teens feel more like themselves.

This was done by collaborating with some of Canada’s top designers to create unique and functional hospital gowns for teens. During the creative process, the designers worked closely with medical professionals to ensure the new gowns were not only more fashionable but also more comfortable for patients, as well as more functional for health care providers.

The initiative resulted in a 780% increase in donations for the charity, has expanded its network of 60 million patients worldwide, earned more than 12 million video views on social, and was talked about by the world’s most influential publications.

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Digital Categories

INTEGRATED WEB CAMPAIGN Finalists Any campaign conducted entirely in online media. The entry must have three or more online elements for the same concept. May include a film plus a microsite, display advertising, email execution or email campaign, etc.

Found in Canada DDB Canada Research revealed that Americans think they know Canada; they think it’s a big country that is boring and expected. Americans had no reason to even consider Canada in their travel decisions. The idea was to convince them to overcome the preconceptions and realize that Canada is exciting and offers different experiences even though it is right next door. The creative concept needed to showcase the cultural aspects of Canada knowing that Americans were craving: optimism and escape from the stresses that plague everyday life; yearning for an excuse to detox; desiring a respite from the commercialization of their society; and in need of cultural enrichment. There was no need to fabricate an ad campaign when Canadians have already created one. Using real Instagram posts as frames of film, along with hashtags Canadians regularly use as the script, 17 short online films were created to target American travellers with what could be Found in Canada.

UBC Sauder Full-Time MBA Campaign Cossette The University of British Columbia Sauder School of Business offers a top-tier MBA program that suffers from low awareness outside of B.C. This is, in part, because the uniquely designed program attracts a specific type of applicant. Asked to build on research done previously, this campaign would resonate with a distinct audience to achieve a 10% increase in applications from a smaller media budget.

The key, strategic insight is that the applicants are inherently different than the average MBA student. They are natural entrepreneurs driven to create change – characteristics that UBC Sauder not only understands but also values as a powerful, driving force in its students. Communicating the features of the program would help students harness that challenging energy and master their ability to think differently.

The creative approach included both emotive and tactical executions to drive potential applicants to the campaign hub to learn more about the program. Featuring successful graduates who mirror these same qualities provided proof that the program can help them find, and pursue, their true passion.

The campaign is currently still in the market, but preliminary results show a 27% increase in applications year on

year (i.e. 17% above target).

Vancouver Institute of Media Arts – Website Redesign & Advertising Campaign Drive Digital & 6S Marketing Drive Digital and 6S Marketing undertook a complete overhaul of the Vancouver Institute of Media Arts’ digital presence, including a web redesign and development, SEO, and PPC campaign refresh. The new

interactive website not only delights and engages potential students but also reassures parents as to the quality and credibility of VanArts as an educational institution. Additionally, 6S Marketing undertook a comprehensive keyword research and PPC optimization project – maximizing every marketing dollar spent

by VanArts and providing a vastly improved ROI in comparison to the previous site and campaigns.

BEST WEBSITE DESIGN/UX FINALISTS Successful marketing depends on creating great user experiences. Users are customers and understanding their needs is essential to selling a product. This award recognizes user experiences tied to e-commerce, customer experience, campaigns, contests and/or other solutions designed to connect customers to organizations of all sizes and industries.

Article: Survival of the fittest Article Article was founded by four software engineers – Aamir Baig, Fraser Hall, and brothers, Andy and Sam Prochazka – who used technology to tailor its user experience and identify bestsellers early on when it launched in 2013. By putting each product through a testing phase, they were able to identify which products resonated with their customers and drive sales transactions as a result.

Survival of the fittest: products that performed better were promoted

to users at the top of each product page, and products that underperformed were moved down and discontinued depending on the circumstance. Today, Article is a successful, profitable furniture and home decor brand with more than 450 unique products, serving customers across North America.

Move Up Prince George KIMBO Design Working with Initiatives Prince George, the KIMBO Design team aspired to create a website that was

friendly, approachable and informative. The Move Up Prince George site incorporated facts about the quality of life in Prince George, to promote the benefits of making the move up north, while personal stories from local Prince George residents gave the site its humanity. Additionally, the website provides information about diverse cultural events and entertainment opportunities in Prince George.

Site visitors can browse and post for jobs, research the local housing market and discover neighbourhood landmarks using the interactive

Digital Categories

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BEST WEBSITE DESIGN/UX FINALISTS a comprehensive ad campaign, using social, digital, transit, and traditional ads across Canada. Its work with Move Up Prince George earned KIMBO Design a Gold Excellence in Economic Development award from the International Economic Development Council.

amenities map. The Move Up Prince George website has an inviting “tourism website” vibe, and images include different work environments, as well as year-round outdoor recre-

ational activities. The hand-lettered logo references simple, down-toearth, authentic script fonts, to capture the essence of Prince George.

Users were driven to the website with

Vancouver Institute of Media Arts – Website Redesign & Advertising Campaign Drive Digital & 6S Marketing Drive Digital and 6S Marketing undertook a complete overhaul of the Vancouver Institute of Media Arts’ digital presence, including a web redesign and development, SEO, and PPC campaign refresh. The new interactive website not only delights and engages potential students but also reassures parents as to the

quality and credibility of VanArts as an educational institution. Additionally, 6S Marketing undertook a comprehensive keyword research and PPC optimization project – maximiz-

ing every marketing dollar spent

by VanArts and providing a vastly improved ROI in comparison to the previous site and campaigns.

BEST USE OF DIGITAL ADS Finalists Includes true view, retargeting, Google, Snapchat, Yahoo and Bing search, native programmatic, Instagram and Facebook ads.

Bard on the Beach: 2016 Festival Digital Marketing Murray Paterson Marketing Group To drive awareness and attendance for its 2016 festival, Bard on the Beach enlisted the online marketing expertise of Murray Paterson Marketing Group (MPMG).

The full-service agency, dedicated to the niche industry of arts and culture, rolled out a multi-phase, multiplatform digital campaign that made extensive use of Bard on the Beach’s unique and exemplary content.

The campaign would utilize far-reaching display, social, and search advertising tactics to attract a demographically and geographically diverse audience of arts lovers and entertainment-goers onto the Bard on the Beach website. Following their initial visit, MPMG made sophisticated use of retargeting to serve these individuals a series of increasingly rich and nuanced creative, including behind-the-scenes glimpses, video trailers, and rave reviews from reputable critics.

In doing so, Murray Paterson Marketing Group went beyond simply telling audiences to buy tickets – and gave them meaningful reasons to be excited about attending.

The end results would be millions of impressions, tens of thousands of site visitors, soaring returns on investment, and Bard on the Beach’s most successful season on record.

Brian Jessel in the Auto Audience Network Speed Shift Media Brian Jessel, the premier BMW dealer in Canada, didn’t get to be the best in Canada by accepting anything but the best. So when Speed Shift Media sat down with its

good as any other display program they have used. Bounce rates are half of what one would expect to see from display ads. Why are they so good? Relevancy. Speed Shift Media uses its own proprietary data management platform to select the right vehicle to show the right user in real time.

marketing team it was vital that the campaign and the ad technology be the very best. Speed Shift Media’s Auto Audience Network is exactly that. After more than 10 years of building technology for the biggest brands in the auto space including autotrader.com, cars.com, and Edmunds, it has now refined all of its data-driven dynamic inventory ad

technology to run the best possible display ads for car dealers.

Since June 2015, Speed Shift Media has been running a modest campaign with extraordinary results.

According to the marketing team at Brian Jessel, “the results are two to three times better than anything we’ve seen before.” The display ads deliver on-site performance twice as

UBC Sauder Full-Time MBA Campaign Cossette The University of British Columbia Sauder School of Business offers a top-tier MBA program that suffers from low awareness outside of B.C. This is, in part, because the uniquely designed program attracts a specific type of applicant. Asked to build on research done previously, this campaign would resonate with a distinct audience to achieve a 10% increase in applications from a smaller media budget.

The key, strategic insight is that the applicants are inherently different than the average MBA student. They are natural entrepreneurs driven to create change – characteristics that UBC Sauder not only understands but also values as a powerful, driving force in its students. Communicating the features of the program would help students harness that challenging energy and master their ability to think differently.

The creative approach included both emotive and tactical executions to drive potential applicants to the campaign hub to learn more about the program. Featuring successful graduates who mirror these same qualities provided proof that the program can help them find, and pursue, their true passion.

The campaign is currently still in the market, but preliminary results show a 27% increase in applications year on year (i.e. 17% above target).

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