Digital no longer second screen

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Digital no longer second screen

The evidence is in that digital is no longer the second screen, surpassing TV in terms of time spent and attention. Many marketers are shifting to digital media and an examination of user behaviour and digitally-led campaigns reveal insight for a smarter use of TV and digital.

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Snapchat: A Campaign History (CMA Blog)

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Snapchat: A Campaign History (CMA Blog)

Snapchat has grabbed marketers' attention over the past year with its rapid adoption by youth. Seen as the channel for 13-23 year olds, last year 18-34 year olds jumped on board. Snapchat has even surpassed Twitter within that demographic group.

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Educate while entertaining

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Educate while entertaining

I can now say I’ve done a campaign starring a puppet. His name is Sheldon.

Why a puppet for a campaign targeting adults in Ontario? To break down 2 barriers: boredom and fear.

The Ontario Ministry of Consumer Services came to Cundari to create and launch a brand to highlight its educational work, aimed at helping Ontario consumers avoid scams and rip-offs.

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Sandwich Passion – Who Knew Young Men Had So Much?

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Sandwich Passion – Who Knew Young Men Had So Much?

Our Canada Bread client came to Cundari with a fun challenge: let’s engage a totally new target – young men.

We started with Canada Bread’s insights into young men and sandwiches.  More and more of them were buying their sandwiches at QSRs, thereby taking a bite out of market share.  The goal was to get young men back into their kitchens making sandwiches.

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Creative integration - not matching set of luggage

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Creative integration - not matching set of luggage

Gotta love clients who understand:

  1. that creative integration doesn’t need to mean a matching set of luggage;
  2. that we need to entertain them to engage them.

Our Canada Bread client team had an existing :30 TV spot to increase awareness of the new brand offering, Villaggio an Italian-style bread.  They came to Cundari with the challenge to build off the TV platform (Villaggio, it’s the one word of Italian everyone should know) and create something engaging for the digital environment.

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Jamieson Sub-brand Launch

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Jamieson Sub-brand Launch

We continue to build on our sales-driving Purity is Priceless brand platform.  This spot launches Jamieson’s new sub-brand OmegaRED.TM

Our hero product is OmegaREDTM Super Krill and we tell the story of sourcing the key active ingredients from the purest oceans.  We've also evolved the platform to introduce health benefits with strong claims based on clinical studies.

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Jameson product ad

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Jameson product ad

In 2011, Quizative created a new brand platform for Jamieson Vitamins, based on the brand promise of purity.  We rolled out the campaign in TV, digital, point of sale and PR.  The campaign drove record sales.  This year, we’re rolling out a product campaign for FluShieldTM.

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Trip Advisor Rejects Brand Evangelist

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Trip Advisor Rejects Brand Evangelist

It’s a question I’m often asked by clients – how can we control user submitted content?  Generally, I advise the client not to micro-manage customers and let them share freely.  If they bring up problems, respond and resolve the issue publicly so everyone can see that the brand cares about real people.  If they bring up an issue that isn’t easy to deal with, consider it insight and do something about it.

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Beautyrest simplified

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Beautyrest simplified

Simmons Canada is the manufacturer of Beautyrest, a leading mattress brand.  They asked Quizative to create a new site experience, suitable to a top quality brand promising rest and refreshment.

Goal:

Create a better website experience for consumers searching for a new mattress, resulting in increased engagement levels.

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CMC digital driver

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CMC digital driver

Quizative launched Canadian Management Centre's innovated site to drive sales of best-in-class business management training. Challenge:

CMC is a leader in professional development and training.  Due to escalating costs and diminishing responsiveness DM was no longer delivering acceptable ROI.

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Jamieson Vitamins takes the high road

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Jamieson Vitamins takes the high road

Jamieson is the most trusted natural-source vitamin and supplement brand in Canada, with close to 30% market share.  They came to Quizative to relaunch their brand in mass advertising and digital.

Challenge:

Defend the brand against competitors’ value pricing while not compromising on quality to meet those prices.

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Parenting for the YouTube Generation

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Parenting for the YouTube Generation

Invest in Kids’ mission is to transform the way Canadian parents are educated and supported. Invest in Kids translates the science of parenting into engaging, easy-to-understand, relevant resources for parents.  They came to Quizative to go digital.

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Mobile ideation

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Mobile ideation

This was one of the funnest innovation projects I’ve worked on.  Accessible Media Inc engaged Quizative to find opportunities to aid visually impaired people by using mobile technology.

Goal:

Identify ideas for mobile applications that will assist the visually impaired to navigate the world of information and communication.

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Jamieson supplements for better living

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Jamieson supplements for better living

Consumers are turning to supplements to not only make up for poor diet but also to enhance health and wellness generally.  We know that they use the internet to educate themselves.  However, we also know that they are confused by the constant barrage of stories about supplements and not sure what to trust.

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Harlequin personalized experience

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Harlequin personalized experience

To mark Harlequin’s 60th anniversary, a pop-up gallery was opened in New York’s SoHo district featuring book covers from the last 6 decades and illustrating societal changes over time.   Our target was busy modern women who enjoy reading as personal relaxation time.  We had two challenges:

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Transform Healthcare Training With Video and Social

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Transform Healthcare Training With Video and Social

Invest in Kids’ mission is to transform the way Canadian parents are educated and supported. Invest in Kids translates the science of parenting into engaging, easy-to-understand, relevant resources for parents and professional Practitioners.   They came to Quizative to create an innovative community for a professional audience.

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Employee engagement

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Employee engagement

MTS Allstream was a trailblazer, launching an employee engagement social media tool.  They came to Quizative to create this digital experience.

Challenge:

Connect employees across a multi-regional, multi-campus corporation to increase employee engagement.

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