LA KORRIGANE Promo, Case study HAND-MADE by Cossette Quebec

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market Canada
Agency Cossette Quebec
Strategic Planner Marie Vaillancourt
Released November 2010

Credits & Description

Category: Best Use of Print
Advertiser: LA KORRIGANE
Product/Service: HOME-MADE BREWERY
Date of First Appearance: Nov 25 2010
Art director: Jean Lafrenière (Le Monde de Cossette)
Strategic Planner: Marie Vaillancourt (Le Monde de Cossette)
Account Director: Michel-Alexandre Lessard (Le Monde de Cossette)
Media Planner: Josée Otis (Le Monde de Cossette)
Media placement: Weekly Ad - third page - Voir - November 26, 2010

Insights, Strategy & the Idea
The idea of producing ads made by hand was to assert the uniqueness of the beer LA KORRIGANE, a 100% artisanal beer. The use of print was therefore a must and the newspaper Voir was a perfect fit for several reasons. First, it is an excellent vehicle to advertise a new food restaurant and brewery in the region of Quebec. This publication is a reference when it comes to outing suggestions and particularly for people on the lookout for new trends. Therefore the editorial environment lent itself perfectly to promote the new brewery.

Secondly the customer targeted by LA KORRIGANE fits perfectly with the readers of the newspaper: a clientele that can be described as trendy, young and likes to go out. It goes without saying that there was an equally natural fit between artists who graciously designed the ads and the readership of the cultural weekly.

Creative Execution
In the space of one night, we invited artists, illustrators, comic’s artists, art directors, and graphic arts students to LA KORRIGANE to create ads using wooden pencils, felt pens, paints, and other materials. Artists had to follow certain rules, such as including LA KORRIGANE’s logo, the address, and the tagline “A hand-crafted ad for a hand-crafted beer.” Everything else was left up to the artists’ discretion and talent. We received the copies of the newspaper at 5 pm, and at midnight turned them back over to Voir for their normal distribution. More than just a means of creating the ads, this was a bona fide event that attracted over 100 participants and filled up the brewpub of customers came to see the artists draw and create the ads.

Results and Effectiveness
1,000 readers were surprised with truly “one of a kind hand-crafted” copies of the Voir newspaper. We filmed the artists throughout the evening and uploaded the video to YouTube. It has garnered over 15,000 views, inspired numerous comments, and travelled the world via social networking sites. Bloggers worldwide, from South America to Europe, have created buzz around an event that brought together creativity and craft in real time. From a sales point of view, the ad not only generated a visible bump in business in the days following the event, but also an 11% sales increase over the following months.