THE WORLD'S LONGEST SIGNATURE by Zig for Corus Entertainment

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THE WORLD'S LONGEST SIGNATURE

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Industry Public awareness
Media Direct marketing
Market Canada
Agency Zig
Executive Creative Director Martin Beauvais
Art Director Spencer Black
Copywriter Neil Blewett
Designer Cole Sullivan, Jason Sorrenti
Released January 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CORUS ENTERTAINMENT
Product/Service: YTV CHILDREN'S TELEVISION NETWORK
Agency: zig
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: zig, Toronto, CANADA
Entry URL: http://worldslongestsignature.pushstage.ca/
Chief Creative Officer: Aaron Starkman (zig)
Executive Creative Director: Martin Beauvais (zig)
Art Director: Spencer Black (zig)
Copywriter: Neil Blewett (zig)
Planner: James Powell (zig)
Project Manager: Sheri Hachey (zig)
Development Leader: Chris Czegel (zig)
Developer: Steve Shaddick (zig)
Designer: Jason Sorrenti (zig)
Designer: Cole Sullivan (zig)
Quality Assurance Leader: Wendy Lee (zig)
Media placement: Microsite - Online - 11, January 2010

Describe the brief/objective of the direct campaign.
YTV has been on the air for 22 years, solidifying them as the Canadian kids network. But at the same time, research showed that parents watched YTV with their kids. YTV wanted to capitalise on this and change perception of the station with the trade – switching it from being a kid-only network to being a family network. In order to do that, we had to become part of the conversation. We wanted families to show the trade that YTV = families, by championing a cause near and dear to them.

Explain why the creative execution was relevant to the product or service.
The World’s Longest Signature engaged Canadians everywhere with the YTV family message by helping to fight to bring a family holiday to all of Canada. Our advantage was that the World’s Longest Signature spoke to both kids and parents alike. Few petitions exist that are interactive and engaging, that can speak to both kids and parents alike, and that could help every demographic within an entire nation. Every time someone added their name, it showed our government how much Canadians wanted this holiday, and also helped prove that YTV is family.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We became the official sponsor of Family Day, a new and controversial holiday in Canada that was only celebrated in three of Canada’s 10 provinces. As the official sponsor, we made it our goal to bring this holiday to everyone. We created the World’s Longest Signature – an online petition to make Family Day a national holiday. The goal was to get enough signatures, so that when connected, they would stretch coast to coast across Canada. The petition was promoted on the YTV Facebook group, e-newsletters, the YTV homepage and to our primary voice – prominent mommy bloggers across Canada.

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.
We reached our goal in just 8 days, creating the World’s Longest Signature and solidified YTV as a family network. The World’s Longest Signature was featured on 17 mommy blogs and attracted the attention and signatures of prominent Canadians, such as Jack Layton, the head of Canada’s New Democratic Party. Most importantly, the industry noticed families engaging with YTV publicly and perceptions started to shift. Including a significant increase in adult advertising sales on the network. The campaign generated over 2 million media impressions.