North America

Radio-Canada: Fighting Fake News in Real Time

Case Study • PHD Montreal, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Public broadcaster, Radio-Canada developed a multiplatform strategy to fight fake news to increase the number of users on its digital platforms and become the leading destination for credible and verified media coverage during elections in Quebec, Canada.

Quebec Milk Producers: There's milk here

Case Study • Touché!, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Focusing on the Christmas holidays, Quebec Milk Producers implemented an innovative campaign, delivered through all media, to raise awareness and boost sales.

Sport Chek: Digital Window Shopping

Case Study • Touché!, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Canadian online retailer Sport Chek used cart data to create a mass retargeting campaign, backed by traditional and digital media, to drive sales on Black Friday.

Sport Chek: Warning, Do Not Attempt

Case Study • Touché!, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Canada's number-one sports retailer Sport Chek focused on danger to highlight the bravery of athletes during the PyeongChang Winter Olympics.

Oh Henry!: 4:25 Hunger Bar Launch

Case Study • Richard Fofana, Owen Garscadden, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Candy bar Oh Henry! reclaimed the number one spot in the candy bar market from rivals Snickers and Mars, and staked a claim to the untapped cannabis-induced 'munchies' space.

Interac: Earning Curve

Case Study • Maxine Thomas, Sean Bell, Heather Segal, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Interac Corp, the payments company, connected with a small business audience in Canada by partnering with Gimlet Media to create the Earning Curve podcast.

Swimco Drives 43.6% Lift in Foot Traffic from Targeted Competitor Locations with Simpli.fi

Case Study • MMA Smarties, Finalist, X (Global), 2019

Swimco, a swimwear brand, increased store traffic across its Canadian stores by launching a geo-fencing campaign that delivered targeted mobile ads to customers within range of one of its locations.

MINI Canada: Hijacking High Gas Prices for High Returns

Case Study • MMA Smarties, Gold, North America, 2019

Car manufacturer Mini used a mobile-first search strategy to communicate the car’s fuel-efficient credentials and increase test-drive uptake among car buyers in Canada.

Pizza Pizza: Blazing into Late-Night

Case Study • MMA Smarties, Best in show, North America, 2019

Quick service restaurant chain Pizza Pizza unlocked data from Google Trends to target cannabis smokers with a special promotion and drive late-night sales in Canada.

BMW Canada: The Perfect 10 is Now the 8

Case Study • MMA Smarties, Gold, North America, 2019

Luxury car brand BMW created a cross-mobile integrated media campaign to appeal to elite and aspirational buyers for the launch of its 8 Series marque in Canada and the US.

Hellmann's Real Food Rescue

Case Study • MMA Smarties, Silver, North America, 2019

Hellmann’s mayonnaise used video, social, out of home and on-ground activations to raise awareness about food waste and redefine its corporate responsibility in Canada.

The Hershey Company: Oh Henry! 4:25

Case Study • Jay Chiat Strategic Excellence Awards, Bronze, Connection Strategy, 2019

Oh Henry!, a chocolate bar brand, leveraged the legalisation of cannabis in Canada to encourage consumption among millennials.

Sickkids Foundation: Sickkids Vs – All In

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

SickKids Foundation, a children's health research organisation, launched an integrated campaign that targeted neighbourhoods in Toronto to generate donations to build a new hospital.

WestJet taps power of 'PR stunts'

News • 10 June 2019

WestJet, the air carrier, has enhanced a variety of important metrics through creating viral content that is based around a diverse range of “PR stunts”.

Canada’s WestJet video storytelling travels all over the world with “PR stunts”

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019

WestJet, the air carrier, has used “PR stunts” as an effective means of driving several core brand metrics, from consumer engagement to ticket sales.

The Hershey Company: The Oh Henry! 4:25 Bar Launch

Case Study • SABRE Awards, North America, Canadian Campaign, Gold, 2019

Oh Henry!, a chocolate bar brand, leveraged the legalization of cannabis in Canada to increase its share by 8%.

Proof Inc.: Fraud=Fraud

Case Study • SABRE Awards, North America, Associations, Gold, 2019

Canadian Life and Health Insurance Association (CLHIA), a nonprofit organization for insurance companies, made more Canadians aware of the repercussions of benefit fraud to deter them from committing any fraud.

Whiskas K.I.T.: How cat content grew up to drive digital growth

Case Study • Diana Lopes, Emily Brydon, WARC Awards, Gold and Long-Term Idea Award, Effective Content Strategy, 2019

Cat-food brand Whiskas used online to evolve its Kitten Kollege UK pilot to a global platform that drove sales and customer engagement.

The Terry Fox Run: Millions of Followers

Case Study • Daisy Qin, WARC Awards, Silver, Effective Content Strategy, 2019

Charitable run brand the Terry Fox Run used a no-budget campaign to boost awareness and increase donations in Canada.

Harley-Davidson: Common Ground

Case Study • Maxine Thomas, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

The moneyball moment for marketing in Canada

Article • Josef Hrebik and Brent Chaters, WARC Webinars, April 2019

Provides results from a first-of-its-kind study conducted by Accenture and thinktv, which measures the effectiveness of media channel spending on driving sales in the Canadian market.

Tim Hortons: The Away Game

Case Study • Tim Hopkins, Maxine Thomas, Spencer MacEachern, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Tim Hortons, the Canadian quick-service restaurant chain, launched a social media campaign that successfully improved brand perceptions and defended its market share in Canada.

RBCxMusic: Driving awareness in the youth segment using cognitive media targeting

Case Study • Esther Vlessing, Shane Skillen, Jonathan La Greca, WARC Awards, Entrant, Effective Innovation, 2019

Canada's leading bank, the Royal Bank of Canada (RBC), launched a music platform to raise brand awareness among Canadian youth and create an emotional connection with consumers.

Interac: Earning Curve

Case Study • Maxine Thomas, Mike Sutton, Erin McManus, WARC Awards, Entrant, Effective Innovation, 2019

Interac, the Canadian interbank network, boosted brand affinity among the small business community in Canada.

CAMH: Mental Health is Health

Case Study • AME Awards, Silver, 2019

The Centre for Addiction and Mental Health (CAMH), a Canadian psychiatric teaching hospital, challenged people’s dismissive attitude toward mental health with provocative OOH.