WORD DEPOT by BleuBlancRouge Montreal for WORD DEPOT

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WORD DEPOT

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Canada
Agency BleuBlancRouge Montreal
Creative Director Gaëtan Namouric
Art Director Laurent Salles, Frédéric Roux
Copywriter Maxime Paiement
Released October 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: LITERACY FOUNDATION
Product/Service: LITERACY FOUNDATION
Agency: BLEUBLANCROUGE
Date of First Appearance: Oct 5 2009 12:00AM
Entrant Company: BLEUBLANCROUGE, Montreal, CANADA
Entry URL: http://www.motsdepot.com
Creative Director: Gaetan Namouric (Bleublancrouge)
Art Director: Frederic Roux (Bleublancrouge)
Art Director: Laurent Salles (Bleublancrouge)
Copywriter: Maxime Paiement (Bleublancrouge)
Account Executive: Carol Jungpeter
Account Executive: Marie-Andrée Mackrous (Bleublancrouge)
Agency Producer: Lisa Arduini (Bleublancrouge)
Agency Producer: Marie-Noelle Turcotte (Bleublancrouge)
Web Developer: (Enfant Terrible)
Media placement: Website - Web - 05/10/2009

Results and Effectiveness
The media loved the idea and helped us promote it by providing free coverage – people heard about Word Depot across the country. To date, we’ve sold over 7,000 words, some for as much as $500. And finally, our integrated platform ensured that the thousands of people buying words would promote their own words to their own networks on Facebook, iPhone, and other means.

Creative Execution
The creative solution was simple: we were going to sell words to those who could read and write, and use the funds we’d collect to help those who could not. In addition, for the first time since Facebook was created, we gave Facebook statuses a price by selling words for each status update.

Insights, Strategy & the Idea
We had two overarching objectives: raise awareness for the Literacy Foundation, and help them raise funds. We immediately agreed that we would target people who understood the importance of words. We realised these individuals would be the same ones to participate and help promote literacy within their own networks. In other words, we needed an idea to reach our core target and give them the means to create momentum because our budget was very, very limited. Our insight? Words belong to everyone, but sometimes, it’s only by paying for something that we realise its true worth.