CESAR BISTRO GOURMET DINING KIT FOR SMALL DOGS by Proximity Toronto for Cesar

Adsarchive » DM » Cesar » CESAR BISTRO GOURMET DINING KIT FOR SMALL DOGS

CESAR BISTRO GOURMET DINING KIT FOR SMALL DOGS

Pin to Collection
Add a note
Industry Pet Food, Pet Care Products & Services
Media Direct marketing
Market Canada
Agency Proximity Toronto
Associate Creative Director Ari Elkouby-Associate Creative Director
Executive Creative Director John Gagne Agency Team:
Art Director Alex Newman
Copywriter Jeff Middleton
Released January 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: MARS CANADA
Product/Service: DOG FOOD
Agency: BBDO PROXIMITY CANADA
Date of First Appearance: Jan 17 2011
Entrant Company: BBDO PROXIMITY CANADA, Toronto, CANADA
Entry URL: http://www.facebook.com/CesarCanada?sk=app_190220484327109
Account Service: Shawna McFarland (Proximity)
Account Service: Priyanka Goswami (Proximity)
Account Service: Jesse Abrams (Proximity)
Art Director: Alex Newman (Proximity)
Copywriter: Jeff Middleton (Proximity)
Associate Creative Director: Ari Elkouby (Proximity)
Technical Developer: Madara Ranawake (Proximity)
Flash Developer: Aaron James (Proximity)
Quality Assurance: David Imbrogno (Proximity)
Information Architect: Patrick Jordan (Proximity)
Print Producer: Sophia Miller (BBDO Toronto)
Printing / Packaging / Fulfillment: Rob Linden (Sample Source)
Printing / Fulfillment: Sara Morgan (Marrin)
Project Management: Hayley Butler (Proximity)
Executive Creative Director: John Gagné (Proximity)
Media placement: Facebook Social Ads - Facebook - December 15, 2010
Media placement: Direct Mail - Facebook On-Demand - January 24, 2011

Describe the brief/objective of the direct campaign.
Cesar Canada wanted to generate buzz and demand for NEW Cesar Bistro Gourmet Wet Food for Small Dogs, before the product officially hit shelves.

Targeting a combination of current online Cesar consumers and Canadian dog lovers, Cesar helped build their Facebook community. An email to the online database and Facebook Ads helped establish an audience prior to the campaign launch.

The solution was a unique Cesar Bistro branded experience that enabled owners to showcase their furry baby in the spotlight. It provided the small dogs with an exclusive product sample that created a unique dining experience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Cesar successfully generated pre-launch awareness and product trial of NEW Cesar Bistro. This was achieved by giving dog owners an outlet to showcase their companions, and providing small dogs with a unique dining experience.

Fans uploaded and customized photos of their dogs using the Cesar Bistro Profile Pic Generator. The first 400 fans to create a picture were sent the exclusive Cesar Bistro Gourmet Dining Kit for their small dog to enjoy. It included a pre-launch sample of Cesar Bistro product, a Cesar branded handkerchief and placemat, an elegant silver serving spoon and dish, and a personalized letter from Cesar.

Explain why the creative execution was relevant to the product or service.
For the launch of NEW Cesar Bistro, Cesar wanted to provide small dogs with a unique sampling experience that would elevate their meals.

The Cesar Bistro Gourmet Dining Kit gave small dogs the tools to replicate that “Bistro” dining experience at home. The execution highlighted the products key attributes; 4 bistro-inspired recipes made from only high quality ingredients.

The kit included a personalized letter from Cesar to the dog & their owner, with simple instructions on how to set up the perfect gourmet meal. Small dogs across Canada wore their Bistro bandana with pride as they licked their plates clean!

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.

The Cesar Bistro campaign generated over 2.5 million impressions within 2 weeks, successfully generating pre-launch buzz. The campaign provided small dogs across Canada with an exclusive sample of Cesar Bistro, and a Buy One, Get One coupon for use when the product hit shelves.

- 400 Gourmet Dining Kits mailed to members of the Cesar-Canada Facebook page
- 5,000 coupons distributed, with a current redemption rate of 8%
- 1,200+ profile pictures created
- Priceless fan photos, stories, and conversations – all around the Cesar Canada brand.

The campaign played a role in strong first quarter sales for Cesar Bistro.