Molson Print BEER-GRAM by BBDO Toronto

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Canada
Agency BBDO Toronto
Art Director Lisa Luk
Account Supervisor Gavin Wiggins
Released February 2012

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: MOLSON
Senior Vice President/Executive Creative Director: Carlos Moreno (BBDO Toronto)
Senior Vice President/Executive Creative Director: Peter Ignazi (BBDO Toronto)
Writer: Erik Dela Cruz (BBDO Toronto)
Art Director: Lisa Luk (BBDO Toronto)
Group Digital Director: Mark Carpenter (BBDO Toronto)
Account Supervisor: Gavin Wiggins (Proximity Canada)
Manager Digital Relationship Marketing: Ali Cameron (Molson Coors Canada)
Assistant Manage Email Database Marketing: Mike Gregoris (Molson Coors Canada)
Media placement: Email - Social Media Channels - February13, 2012

Describe the objective of the promotion.
The objective of the promotion was to get people to think about Molson during Valentine’s Day – a day when beer is not usually top of mind – and have people engage with our brand in a fun and memorable way.

Describe how the promotion developed from concept to implementation.
Rose-grams, Candy-grams, Singing Telegrams – they’re all conventional ways people have told loved ones how they feel about them. But for beer lovers, sending/receiving their favourite brew would really get their hearts racing. This led us to the creation of the Molson Valentine’s Day Beer-gram.

Explain why the method of promotion was most relevant to the product or service.
Email was the clear choice to engage with existing customers because consumers are more active on email during Hallmark holidays like Valentine’s Day. Plus, Molson possesses an email database of 900,000+ active users, creating a huge potential to spread our message even further.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Molson achieved brand visibility during an occasion when beer is not seen as the natural leader in the alcohol category. In less than 24 hours, our campaign achieved our highest click through rate (3.8 times better than our average) and generated more social impressions (74,394) for this type of programme.
Our Molson Beer-grams gave customers a fun reason to use their favourite beer to celebrate Valentine’s Day – an occasion more known for wine and champagne. As a result our customers shared our campaign through Facebook and Twitter 11.6 times more than our previous average.