LOVE YOUR HEART by PHD Toronto for Becel

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LOVE YOUR HEART

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Industry Grocery and Other foods
Media Promo & PR, Case study
Market Canada
Agency PHD Toronto
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: UNILEVER
Product/Service: BECEL MARGARINE
Date of First Appearance: Mar 2 2010
Entrant Company: PHD, Toronto, CANADA
Account Director: Joanna Janisse (PHD)
Group Media Manager, Broadcast: Janine Maillet (PHD)
Director, Brand Partnerships: Laird White (CTV)
Creative Director, Brand Partnerships: Patrick McCann (CTV)
Marketing Manager, Brand Partnerships: Elphie Galanakis (CTV)
Sponsorship and Promotion Consultant: Marie-Claude Desjardins (Radio-Canada)
National Account Manager: Linda Lavallee (Radio-Canada)
Director, Digital Media: Jonathan Pretty (PHD)
Media placement: TV Campaign - Promo Spots - National Broadcast - 2 March 2010
Media placement: Short Film Premiers In The Oscars - National Broadcast - 7 March 2010
Media placement: Short Film Premiers In Les Jutra - Radio-Canada (French Broadcast) - 28 March 2010
Media placement: Celebrity Interviews "How Do You Love Your Heart" - E-Talk! - 2 March 2010
Media placement: Magazine - Branded Content - Canadian Living - April Issue
Media placement: Magazine - Branded Content - MacLean's - April Issue
Media placement: Magazine - Branded Content - 7 Jours - April Issue
Media placement: Magazine - Branded Content - Coup De Pouce - April Issue
Media placement: Digital - Film Exposure - CTV Broadband Player - 8 March 2010
Media placement: Cinema - Cineplex National Theatres - 8 March 2010

Insights, Strategy & the Idea
As founding sponsor of Heart & Stroke Foundation’s The Heart Truth, BECEL’s challenge was to raise awareness of women’s risk for heart disease and empower them to protect their hearts.
Cardiovascular disease is the leading cause of death for Canadian women, but 75% of women don’t know it affects them. The good news: It’s a disease that IS within their power to control - risks can be reduced by 80% through lifestyle changes.

Our insight: Heart health alone wasn’t enough to engage women who thought this was a “man’s disease”. We needed to give the cause a new platform to increase its profile and relevance among women.

So we set out to capture attention through content we know they already love: celebrity, fashion and film. Our campaign centred around two films, produced for us by well-known directors. Each short film was their personal expression of BECEL’s “Love Your Heart” message.

Creative Execution
The films and their powerful message reached women via four media channels; each touch-point not only provided unique content opportunities, but enriched women’s understanding of heart health.

In Canadian media firsts, the films premiered during live broadcasts of The Oscars and its French equivalent, Les Jutra. This was followed by a broad release, including related content, within TV, digital, cinema, and magazines.

Airing the films within Cinema allowed women the opportunity to experience the power of these films.

Magazines featured compelling content that told the story of the film premieres, the stars behind them, and BECEL’s message of heart health.

Digital support allowed the film to travel virally, increasing exposure and garnered blogger support. Influencers, like Laineygossip.com wrote blog commentary about the film and the BECEL’s heart health message.

In social media, a Facebook community was launched to deepen consumer engagement and encourage women to share their own personal stories.

Results and Effectiveness
BECEL spoke to women about heart health in a way that had never been done before – providing the wakeup call women needed.

• Consumer view of BECEL being good for your heart increased 19%
• Campaign recognition 44% above norms
• 50% more visits to becel.ca
• Facebook fans increased by 15,332, attracting our precise target; 90% female, mainly women 35-44yrs.