Boston Pizza Print MONTRÉAL / VANCOUVER PIZZA by Zip Media GmbH

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Industry Restaurants, Pubs & Bars
Media Print, Magazine & Newspaper
Market Canada
Agency Zip Media GmbH
Released April 2011

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Vice President/Client Services: David-Alexandre Tanguay (Zip Communication)
Account Executive: Caroline Piché (Zip Communication)
Co-Creative Director: Jean-François Béliveau (Zip Communication)
President And Co-Creative Director: Michèle Leduc (Zip Communication)
Writer: Dominic Pagé (Zip Communication)
Executive Vice President Of Marketing: Steve Silverstone (Boston Pizza International)
Senior Director Of Marketing/Québec: Carl Pichette (Boston Pizza International)
Director/Regional Marketing/Western Canada: Brad Bissonette (Boston Pizza International)
Partner: Media For Quebec (Touché! Phd)
Partner: Media For British Columbia (PHD)
Media placement: Billboard Montréal - CBS - 13/04/11
Media placement: Newspaper ad - Journal de Montréal - 13/04/11
Media placement: Montréal Instore communication - Boston Pizza Restaurants - 13/04/11
Media placement: Billboard Vancouver - CBS - 29/05/11
Media placement: Vancouver Instore communication - Boston Pizza Restaurants - 29/05/11
Media placement: Rogers arena sponsorship - Rogers arena - 29/05/11

Describe the objective of the promotion.
The name of the game:
How do you make your brand likeable in Montreal, Quebec, when your name is Boston Pizza and your NHL home team is facing the Boston Bruins in the hockey play-offs?

Our team:
Boston Pizza is a 40 year-old Canadian brand of family sports bar/restaurants with over 340 locations throughout Canada. The first BP restaurant opened in the province of Quebec in 2005.

Increase brand awareness, visibility and likeability in Quebec
Make Boston Pizza the destination of choice to watch the games during the very lucrative NHL play-offs season

Describe how the promotion developed from concept to implementation.
Montreal was about to face Boston during the playoffs and seeing the excitement building around the city, our Creative Director walks in one day, and pulls the team together. The brief: we have to do something for Boston Pizza. We have to help our client change its name during the series. You cannot be called Boston in this town when your home team is about to face the Bruins. The idea was born.

Client approved overnight; billboards were bought. Banners went up on the façade of all Quebec restaurants, T-shirts and pizza boxes with the new brand name were obtained.

Explain why the method of promotion was most relevant to the product or service.
Everyone comes knocking
Hockey being Canada’s favourite sport, the play-offs are an obvious ‘prime time’ in the restaurant-sports bar. It’s the perfect opportunity to advertise, however the play-offs become a tug of war.

The Boston Bruins are the province’s beloved Montreal Canadiens arch-nemesis, so being called Boston Pizza is a problem. To add fuel to the fire, during the first round of the 2011 pla-yoffs, the Montreal Canadiens were going to play against Boston for the 33rd time, a league record. The Gods of sports smiled upon us: we were able to also use the big idea in Vancouver.

Describe the success of the promotion with both client and consumer including some quantifiable results.
What started with a media investment worth around 6m impressions ended up generating 45m impressions. On Twitter, Montreal Pizza became a trending topic in Canada, and Vancouver Pizza a trending topic worldwide.

The campaign made the news on national channels. In the end, the story was even picked up internationally: the campaign was mentioned in the famous Sports Illustrated magazine. The Vancouver Pizza campaign got coverage in USA Today, and on ESPN.

The campaign secured Boston Pizza’s top of mind status. Unaided top of mind awareness points doubled. Sales augmented by 12.48% according to Same Store Sales Growth.