WORD DEPOT by BleuBlancRouge Montreal for Abc Canada Literacy Foundation

WORD DEPOT

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Industry Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Promo & PR, Case study
Market Canada
Agency BleuBlancRouge Montreal
Creative Director Gaëtan Namouric
Art Director Laurent Salles, Frédéric Roux
Copywriter Maxime Paiement
Released October 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: LITERACY FOUNDATION
Product/Service: LITERACY FOUNDATION
Agency: BLEUBLANCROUGE
Date of First Appearance: Oct 5 2009 12:00AM
Entrant Company: BLEUBLANCROUGE, Montreal, CANADA
Entry URL: http://www.motsdepot.com
Creative Director: Gaetan Namouric (Bleublancrouge)
Art Director: Frederic Roux (Bleublancrouge)
Art Director: Laurent Salles (Bleublancrouge)
Copywriter: Maxime Paiement (Bleublancrouge)
Account Executive: Carol Jungpeter
Account Executive: Marie-Andrée Mackrous (Bleublancrouge)
Agency Producer: Lisa Arduini (Bleublancrouge)
Agency Producer: Marie-Noelle Turcotte (Bleublancrouge)
Web Developer: (Enfant Terrible)
Media placement: 1/8 Page - Hebdo Quebec (140 Hebdos) - 05/10/2009
Media placement: 1/4 Page - Journal De Montreal - 06/10/2009
Media placement: Postcards - Pop Media - 05 Oct To 16 Nov 2009
Media placement: 10x20 - Pattison - 05/10/2009 (4 Weeks)
Media placement: Super Banner - Canoë - 05-25/10/2009
Media placement: Posters - Guerilla - October To December 2009
Media placement: Vending Machine - Place Ville Marie - 05-30/10/2009
Media placement: Classified Ads - Journal De Montreal - 18/11/2009
Media placement: Website - Web - 05/10/2009 To Present

Results and Effectiveness
The media loved the idea and helped us promote it by providing free coverage – people heard about Word Depot across the country. To date, we’ve sold over 7,000 words, some for as much as $500. And finally, our integrated platform ensured that the thousands of people buying words would promote their own words to their own networks on Facebook, iPhone, and other means.

Creative Execution
The creative solution was simple: we were going to sell words to those who could read and write, and use the funds we’d collect to help those who could not. Which is why we launched an online store, MotsDépôt.com, with over 10,000 words for sale, as part of a fully integrated campaign. We played with words for all of our multi-media ‘retail’ campaign elements. A ‘word’ vending machine was placed in a mall. Finally, we sold (the word) “Application” on iTunes as an iPhone application.

Insights, Strategy & the Idea
We had two overarching objectives: raise awareness for the Literacy Foundation, and help them raise funds. We immediately agreed that we would target people who understood the importance of words. We realised these individuals would be the same ones to participate and help promote literacy within their own networks. In other words, we needed an idea to reach our core target and give them the means to create momentum because our budget was very, very limited. Our insight? Words belong to everyone, but sometimes, it’s only by paying for something that we realise its true worth.