DDB
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BC Dairy Foundation •
Clorox •
Canadian Tourism Commission Knorr Frozen Entrees • United Way Of The Lower Mainland |
Canadian Tourism Commission
As a travel destination, Canada had fallen off the radar for most Americans.
To show the target (18-34s living in Chicago) what a trip to Canada would be like through the eyes of their peers, a young couple was sent to Toronto, Ottawa and Montreal to document their experiences. The images and video were loaded onto 1,000 USB keys along with MP3s of Canadian indie bands, a travel itinerary and video messages from friends. The USB keys were dropped in selected Chicago neighbourhoods. No branding was used but links embedded in the MP3s took the viewer to www.unknowncanada.com. Murmur boards – intriguing images for subway cards, TSAs, wild postings, bar coasters and urban weeklies – contained only a toll-free number where an entertaining story about the image, as told first-hand by the person who experienced this uniquely Canadian moment, was heard.
As a new media vehicle, tracking response to the keys was critical to measure success. As it turned out, the USB drop far exceeded industry standards for any medium of its kind. While norms for online banner click-throughs are .15-.25% and for direct mail 5%, DDB achieved 25.33% unique viewings with an average viewing time of 4.5 minutes.
As a testament to the campaign’s success, Contagious Magazine, which covers revolutionary marketing strategies, featured an extensive piece on the campaign in its fall issue. The CTC plans to roll it out to the U.K., France and Germany for 2007.
 Pillow Fight |
 Tam Tams |
 Underwear |
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Radio
 Pillow Fight |
Tam Tams |
Underwear |
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Interactive
 USB Video |