'Here's to you, Canada' makes Molson Canadian the toast of the town. (Case in Point).In 2001, Molson Canadian launched its integrated I "I AM Canadian' marketing communication campaign, effectively drawing Canadians into a vast exploration of their patriotism with a toast of Molson Canadian beer Canada has a rich tradition of beer brewing. While the Canadian beer industry is massive and plays an important role in Canadian identity, globalization of the brewing industry has seen the major players in Canada acquired by or merged with foreign companies, notably its two . BUSINESS NEED/OPPORTUNITY After discovering that its target market of legal-drinking-age to 24-year-old males was extremely proud of its Canadian heritage, the Molson Canadian marketing team was determined to make a strong showing early in 2001 with an advertising campaign that would maintain the momentum the brand developed the previous year. The result was "Here's To You, Canada," a 45-second ad celebrating all that is great about Canada as seen through the eyes of a new citizen. The ad's hero toasts the unique qualities Canada possesses, culminating in a passionate finale where he and fellow citizens proudly hoist their beer and declare, "I love this land, I love this country and I AM Canadian I am Canadian was the slogan of the Molson Breweries from 2001 until 2005. It was also the subject of an extremely popular ad campaign centred around Canadian nationalism, the most famous examples of which are "The Rant" and "The Anthem". !" 'Here's To You" debuted on 3 April 2001, to coincide with the beginning of prime beer-selling season and one of the most competitive periods for breweries--National Hockey League (NHL NHL Non-Hodgkin's lymphoma, see there ) playoffs: To help the campaign approach the levels of awareness desired, Molson Canadian asked Thornley Fallis Communications to come, up with special event that would tie in to the ad and bring the brand's stance as the "Canadian beer For the proudly Canadian guy" off of the television screens and into the collective consciousness. GOALS/OBJECTIVES * Create a special event modeled after a scene in the ad that would reach 30,000 people live and 1 million people through media coverage. * Drive people to the "I AM Canadian" web site (www.iam.ca). * Reinforce Molson Canadian as the brand that stands for Canadian pride. * Legitimize le·git·i·mize tr.v. le·git·i·mized, le·git·i·miz·ing, le·git·i·miz·es To legitimate. le·git the brand's "Canadian pride" badge through participation from the federal government. INTENDED AUDIENCES * Current and future Molson Canadian drinkers * Current and future visitors to the brand's web site (www.iam.ca) * Current shareholders * Entertainment and sports media Sports Media, Inc. (SMI) is a Sports Media and Marketing company that produces radio and television programming as well as representing professional athletes. 2002 Cowboys Live - Hosted by Dallas Cowboys Joey Galloway used to reach both beer-drinkers and shareholders SOLUTION OVERVIEW The marketing team conducted considerable research. It reviewed a rough cut of the ad to determine scenes that could be connected to a special event. The team also identified core thrusts behind the brand's pride campaign and "Canadian pride" target market research. The next step was to contact Citizenship and Immigration Canada The Department of Citizenship and Immigration Canada is the department of the government of Canada with responsibility for issues dealing with immigration and citizenship. The department was established in 1994 following a reorganization within the federal government. to determine protocol for corporate involvement with citizenship events. Then the team contacted NHL teams to determine interest in working with Molson Canadian to co-promote the ad. During its research, the team determined that the ad could contain a Canadian citizenship ceremony scene. The federal government, indeed, was interested in Molson Canadian's unique advertising campaign and was open to new ways to raise the profile of its citizenship ceremonies. The research and groundwork culminated with the Toronto Maple Leafs The Toronto Maple Leafs are a professional ice hockey team based in Toronto, Ontario, Canada.They are members of the Northeast Division of the Eastern Conference of the National Hockey League (NHL). and Ottawa Senators The Ottawa Senators (French: Les Sénateurs d'Ottawa) are a professional men's hockey team based in Ottawa, Ontario, Canada. They are members of the Northeast Division of the Eastern Conference of the National Hockey League (NHL). hockey teams signing on to the ad campaign. STRATEGY Thornley Fallis recommended a special event that would bring the citizenship ceremony from the ad to life, and official Canadian citizenship ceremonies were organized in Toronto and Ottawa preceding NHL playoff games in each city. These events would help reinforce Molson Canadian's connection to the hockey teams it sponsors and the target market's stated pride about cultural diversity and hockey. EXECUTION Members of the marketing team were soon moving full speed ahead to launch the campaign: * Event Coordination: The team prepared speaking notes and vital message points for Molson spokespersons. Retired NHL hockey players were asked to participate in the citizenship ceremonies, and a reception for the new citizens was organized. * Media Relations: An aggressive campaign focused on television was imperative in order to reach as many beer-drinkers as possible. The team developed media advisories/invitations and news releases and made follow-up calls to ensure media attendance at both events. * Challenges: A number of challenges arose along the way. Top of the list was ensuring that the federal government was comfortable cooperating with a beer-sponsored event. Also, in the end the NHL teams in Vancouver, Edmonton and Calgary were unable to participate. Money was an ongoing concern for the marketing team, which had a limited budget of CDN (Content Delivery Network) A system of distributed content on a large intranet or the public Internet in which copies of content are replicated and cached throughout the network. $25,000. But in the end, the majority of the team's carefully researched and executed plans came together, and Molson Canadian and its marketing partners could raise a glass to a job well done. RELATED ARTICLE: MEASUREMENT & EVALUATION Molson Canadian and its consulting partner, Thornley Fallis Communications, delivered on each of the brand's goals/objectives: * The combined in-arena attendance at the citizenship ceremonies and hockey games in Toronto and Ottawa was more than 37,000 when pictures of Canada's newest citizens and the 'Here's To You' ad were shown on the scoreborads. * There were 20 media hits on the citizenship ceremonies, generating in excess of 17.8 million impressions, with an equivalent advertising value of CDN$211,000. Coverage appeared in eight print media and one Internet publication; 11 television stations included the events in their broadcasts. * Molson's marketing team tracked media coverage to determine how closely it was linked back to the original advertising (100 percent mentioned the ceremonies; 85 percent mentioned the Molson Canadian brand; 55 percent reproduced the ad's script in whole or in part). * Among Molson's target audience, 76 percent could recall the ad, with 93 percent of the aware it was for Molson Canadian. * More than 295,000 people visited the "I AM a Canadian" web site (www.iam.ca) during the ad's six-week run, with close to 20,000 visitors creating their own version online. * Support was gained through eager participation by Canada's Ministry of Citizenship and Immigration immigration, entrance of a person (an alien) into a new country for the purpose of establishing permanent residence. Motives for immigration, like those for migration generally, are often economic, although religious or political factors may be very important. . David Jones David Jones is a common name, particularly in Wales, and there have been several well-known individuals with this name. Variations include Dave Jones and Davy Jones. is director of public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most for Molson Canada, Ontario West Ontario West was a federal electoral district represented in the Canadian House of Commons from 1882 to 1904. It was located in the province of Ontario. It was created from parts of Ontario North, Ontario South and York North ridings. Region. He has won two ABC ABC in full American Broadcasting Co. Major U.S. television network. It began when the expanding national radio network NBC split into the separate Red and Blue networks in 1928. Gold Quill quill: see pen. Awards along with several Canadian awards This is a list of all known awards by the Government of Canada, its provinces and territories. National Awards
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