ICE PACK by LG2 Montreal for Bell

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Industry Telecommunications Services
Media Direct marketing
Market Canada
Agency LG2 Montreal
Executive Creative Director Marc Fortin
Creative Director Nicolas Dion
Art Director Martin Cinq-Mars
Illustrator Maurice Gervais
Released January 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: BELL CANADA
Agency: LG2
Date of First Appearance: Jan 25 2010 12:00AM
Entrant Company: LG2, Montréal, CANADA
Executive Creative Director: Marc Fortin (Lg2)
Creative Director: Nicolas Dion (Lg2)
Art Director: Martin Cinq-Mars (Lg2)
Writer/Conceptor: Sylvain Dufresne (Lg2)
Art Director Web: Christian Poccetti (Lg2)
Group Account Director: Samia Chebeir (Lg2)
Account Manager: Sarah Khouadja-Pichette (Lg2)
Illustrator: Maurice Gervais (Maurice Gervais)
Post Production: Francis Gélinas (
Print Producer: Frederic Graf (Lg2 Fabrique)
Graphic Designer: Josée Montpetit (Lg2 Fabrique)
Web Producer: Éric Guindon (Lg2 Fabrique)
Web Programmer: François Perreault (Lg2 Fabrique)
Printer: Michael Frascione (Transcontinental Litho Acme)
Media placement: DM Campaign - 1 Addressed Piece And 1 Microsite - N/a - February 25, 2010

Describe the brief/objective of the direct campaign.
Bell—Canada’s leading telecommunications company—was a Premier National Partner for the 2010 Winter Games in Vancouver. As such, it created the Bell Ice Cube, the hottest public venue in Vancouver during the 2010 Olympics. On the night before the Opening Ceremony, Bell played host to Ice Breaker, a gala evening to inaugurate the Bell Ice Cube and kick off Olympic festivities. Bell’s objective was to attract some of Canada’s most sought-after VIPs to the event—key influencers in the decision to purchase new technologies and services.

Explain why the creative execution was relevant to the product or service.
The entire Ice Breaker gala evening was based on a concept that invited guests to “Break the Ice with Bell.” As leader in the telecommunications industry, Bell required an invitation that would reflect its commitment to consistently exceed expectations. A frozen invitation, in the shape of a real ice cube, was the perfect example of the innovation and originality that Bell wanted to convey. Completely unexpected and entirely surprising to all those who received it!

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Bell needed a unique invitation that would stand out from the clutter of paper invitations that VIPs are so used to receiving. We sent all the VIPs a box with the words FREEZE UNTIL 02/11/2010 written on it. Instead of placing a paper invitation inside the box, we used a frozen cube. This genuine pocket-sized ice cube was their entry ticket. To make sure that the cube remained intact until reaching the VIPs, refrigerated trucks were used to deliver the invitations. This method also ensured that the ice cubes would remain frozen for at least eight hours following delivery.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Although VIP's were solicited to events all over Vancouver, when it came time for Ice Breaker, Bell exceeded its expectation by 146%, with more than 85,000 people visiting Bell Ice Cube during the Games. Ice Breaker generated approximately 3 million impressions on national TV and radio, as well as print and online media. Many guests commented on the invitation’s originality, saying that it was an added source of motivation to attend. Some VIPs even blogged about the event. Ultimately, the invitation was so popular that friends and spouses of VIPs requested their very own Ice Breaker invitation from Bell.