TIGER CAGE by Leo Burnett Toronto for Tvo

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TIGER CAGE

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg, Judy John
Art Director Rob Trickey
Copywriter Matt Williamson
Released October 2010

Credits & Description

Category: Publications & Media
Advertiser: TVO
Product/Service: TVO - PUBLIC BROADCASTER
Agency: LEO BURNETT TORONTO
Date of First Appearance: Oct 11 2010
Entrant Company: LEO BURNETT TORONTO, CANADA
Chief Creative Officer: Judy John (Leo Burnett)
Creative Director: Judy John (Leo Burnett)
Creative Director: Lisa Greenberg (Leo Burnett)
Group Creative Director: Kelly Zettel (Leo Burnett)
Copywriter: Matt Williamson (Leo Burnett)
Art Director: Rob Trickey (Leo Burnett)
Print Producer: David Eades (Leo Burnett)
Print Producer: Anne Peck (Leo Burnett)
Group Account Director: David Buckspan (Leo Burnett)
Account Executive: Allison Tang (Leo Burnett)
Planner: Brent Nelsen (Leo Burnett)
Art Buyer: Leila Courey (Leo Burnett)
Media placement: Elevator Wraps - Elevators around Toronto - Oct. 11 2010

Insights, Strategy & the Idea
TVO (a public broadcaster) needed to aggressively recruit new viewers if it was to meet the objectives to increase engagement and viewership amongst younger demos (under 50). The strategic impetus was to contemporize and re-colour TVO by engaging a younger demographic where they work and live, by highlighting some of the more intriguing programs TVO had to offer. Programs like “The Tiger Next Door” a disturbing documentary about the shocking number of wild tigers kept in captivity in North America.

Creative Execution
Our idea aimed to change the perception of TVO by feeding our target compelling, talk-worthy programming sound bites in moments of quiet contemplation and small talk, such as in an elevator. To promote “The Tiger Next Door” we took advantage of the media itself, by turning elevators into tiger cages. The tight, cramped space provided us with a perfect palette. The viewer entered “the cage” and could immediately, viscerally feel as though they were a trapped animal. We surrounded the elevators with out of home posters, to keep that feeling top of mind throughout the day.

Results and Effectiveness
The campaign earned 5.6 million media impressions. Audience viewership for the "Tiger Next Door" documentary grew by 29%. The brand's website was used to measure the impact of the advertising. During the course of the campaign, clicks to the TVO schedule page increased 19% year over year, indicating that more people engaged with the program information than ever before.