Takeover Berri-UQAM
Challenge
Our clients at Ungava Spirits approached us to let us know they had purchased a digital advertising space for the month of December. This space in question was a giant LED screen in the heart of Montreal’s Berri-UQAM station. The ad space had been purchased practically for the entire month of December, and would only display Ungava branded content throughout this period. Now came the task of deciding what content to promote, how and when. In a nutshell, the mandate was to create a content strategy to showcase the variety of Ungava Spirits’ brands leading up to the holiday season. Challenge At this point, we had been producing content for Ungava Spirits for over 2 years. That meant that we had a huge array of content to choose from. However, none of the content was currently adapted to fit in the dimensions of a giant 14 by 5.3-foot screen. Also, only a small portion of the content produced over the years was holiday (or at least winter) oriented. That’s when the brainstorming session kicked into high-gear. We couldn’t afford to shoot brand new content and the idea was to maximize the return of our client’s ad space investment by repurposing mostly existing content—and that’s exactly what we did!
Solution
As with every content strategy, we took a step back and looked at the big picture. It was important to lay out all the pieces of our puzzle. So, we had 5 individual brands to showcase as well as the Ungava Spirits brand as a whole. We then decided to create 3 content series: branded promotional content, cocktail recipes and tips to enjoy winter and the holiday season. To promote the Ungava Spirits brand as a whole, we drove traffic to their new physical location as well as highlighted the events at which they would be onsite sponsors. In order to provide a variety of content throughout the month, we created 4 content loops; one per week. Assuming that STM passengers aren’t on the platform for more than 8 to 10 minutes at a time, we created 12 to 15-minutes loops. Each of these loops featured all 5 brands including the Ungava Spirits brand. No content was repeated from week to week apart from the branded promotional content.
Results
The performance and results measured for our Advent Calendar campaign were very exact and tangible since they were recorded as social data and then sales data. In this case, the goal was to make a huge splash ahead of the holidays (a very strong sales period for spirits) and reach as many people as possible. According to Bell Media, we can infer these two performance statistics: An estimated daily reach of 265,000 people. An estimated campaign reach of 8.2M people.
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