AS THE RED WOOL UNRAVELS by Cossette Vancouver for VANCOUVER OLYMPIC ORGANISERS

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AS THE RED WOOL UNRAVELS

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Canada
Agency Cossette Vancouver
Released October 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: VANCOUVER OLYMPIC ORGANISERS
Product/Service: OLYMPIC MERCHANDISE
Agency: COSSETTE MEDIA
Date of First Appearance: Oct 28 2009 12:00AM
Entrant Company: COSSETTE MEDIA, Vancouver, CANADA
Vice President, Media Director: Tim Monaghan (Cossette Media)
Media Planner/Buyer: Russell Venter (Cossette Media)
Media placement: Newspaper - Victoria Times Colonist - 28 October 2009

Results and Effectiveness
Extremely positive awareness levels of the Red Mittens program was achieved; backed up by actual sales results. Originally the Olympic Committee had anticipated Red Mitten sales in the neighborhood of one million. But two months prior to the Games start product was already sold out. Across Canada consumer frenzy was at a fever pitch; specifically just prior to Christmas. An additional 2.2 million Red Mittens were ordered, with these selling out just prior to Games time. Even Oprah got caught up in the excitement, distributing 300 pairs to her TV audience while interviewing American snowboard gold medalist Shaun White.

Creative Execution
To gain immediate awareness we needed to deliver the message in a truly unique way. As newspaper was a pre-determined medium, we needed to capture the imagination of readers and deliver an end product payoff that embraced the final creative execution. Research indicated that Canadians were favorable towards the Winter Games but well below the pitch level of excitement the Games committee was hoping for at that point in time; we needed to ramp up the 'excitement' rating. By collaborating with the creative team we created a truly unique, impossible-to-miss format weaved throughout Section A. This format was definitely a first for our media partner and in their own words 'would never happen again with them'. The red yarn ball begins on Page 1. Progressively the wool ball unravels, weaving its way through the editorial content on each consecutive page with a Full page ad pay-off on Page 5.

Insights, Strategy & the Idea
Our objective was to generate awareness and inspire all Canadians to show their support of Canada’s Olympic Athletes by purchasing a pair of Red Mittens as a keepsake of the Vancouver 2010 Olympics experience. The Vancouver Olympic Committee was producing three million pairs of these mittens and they needed to sell out. The 2010 Winter Olympics was positioned as Canada’s Games and the Olympic Committee wanted to ensure that all Canadian’s, even those unable to attend would have the opportunity to purchase a piece of affordable memorabilia of the Olympic Experience. Our budget to execute was limited. We had to find a way to achieve national exposure in Canada yet we were limited to newspaper due to Olympic supplier partnerships. We needed to discover a creative way to launch the product that would capture the imagination of readers and generate buzz based on the actual concept and the product itself.