THE CASE FOR TV by John St for Television Bureau Of Canada

THE CASE FOR TV

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Canada
Agency John St
Director Brian Lee Hughes
Creative Director Angus Tucker, Stephen Jurisic
Producer Nicole Andrisevic
Editor Jon Devries
Released March 2010

Credits & Description

Category: Best Use of Screens
Advertiser: TELEVISION BUREAU OF CANADA
Product/Service: TELEVISION BUREAU
Agency: JOHN ST
Date of First Appearance: Mar 4 2010
Entrant Company: JOHN ST, Toronto, CANADA
Creative Director: Angus Tucker (John St.)
Creative Director: Stephen Jurisic (John St.)
Associate Creative Director / Writer: Chris Hirsch (John St.)
Associate Creative Director / Art Director: Nellie Kim (John St.)
Account Service: Adam Zolis (John St.)
Account Service: Dave Legendre (John St.)
Account Service: Andrew Godfrey (John St.)
Director: Brian Lee-Hughes (OPC)
Executive Producer: Harland Weiss (OPC)
Producer: Nicole Andrisevic (John St.)
Editor: Jon Devries (School Editing)
Music / Sound Design: Joey Serlin (Vapor)
Director of Photography: Tico Poulakakis
Media placement: TV Campaign - 3 Spots - CTV,CBC,Global,TSN, - March 4, 2010

Insights, Strategy & the Idea
Sell the power of television to a marketing and media industry that was already cynical about the medium in the first place.

Creative Execution
We couldn't just tell the industry about TV's power, we needed to prove it. So we launched what appeared to be a real, television-only campaign for a product that was already a tough sell to begin with: broccoli. After all, if TV could sell broccoli, then TV could sell anything.

Results and Effectiveness
After just four weeks on air, broccoli went from unranked to #2 in top-of-mind awareness among grocery shoppers, with an 8% increase in same store sales year-over-year. The TVB's involvement and full case results were revealed at their annual gala to an unsuspecting crowd of the industry's biggest media buyers. Additional results included 65% unaided awareness of the campaign while aided awareness reached 90%. User-generated Facebook pages also attracted over 30,000 people in the campaign's first week on air.