Agency: TAXI Canada LTD.
Category: Building Brand Equity
Section I — Case Parameters
Business Results Period (Consecutive Months): March 2016 to July 2017
Start of Advertising/Communication Effort: March 2016
Base Period as a Benchmark: March 2015 to March 2016
Geographic Area: National, English and French
Budget for this effort: Over $5 million
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
After 100 years of business in Canada, there are few people with a home to furnish who are unaware of Leon's. With showrooms across the country, and a history of significant marketing spending, Leon's is one of Canada's better-known retailers. That's the positive part. The not-so-positive part is that Canadians associate the brand with oversized sofa sets, outdated styles, and never-ending promotional events.