Cheerios Promo, Case study SEND YOUR CHEER by Cossette Toronto

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Canada
Agency Cossette Toronto
Art Director Daniel Vendramin
Copywriter David Daga
Released September 2009

Credits & Description

Category: Best Use of Integrated Media
Date of First Appearance: Sep 14 2009 12:00AM
Entrant Company: COSSETTE, Toronto, CANADA
Creative Director: Daniel Vendramin (Cossette Toronto)
Creative Director: David Daga (Cossette Toronto)
Art Director: Daniel Vendramin (Cossette Toronto)
Copywriter: David Daga (Cossette Toronto)
Vice President/National Account Leader: Janis Lindenbergs (Cossette Toronto)
Account Director: Mary Park (Cossette Toronto)
Vice President Marketing: Dale Storey (General Mills Canada)
Marketing Director Cereals: Jason Doolan (General Mills Canada)
Media placement: TV Spot - CTV - 14/09/2009
Media placement: Online Website - - 14/09/2009
Media placement: Cereal Box - Grocery Stores (Nationally) - 15/09/2009
Media placement: Outdoor Event - Dundas Square, Toronto - 06/10/2009
Media placement: Online Ads - - 12/10/2009
Media placement: Cheer Walls Display - Vancouver Olympic Games - 12/02/2010

Results and Effectiveness
The results were overwhelming. People got involved, athletes got inspired. Over 40,000 Cheer cards were mailed to Vancouver and over 4,000 e-cards were sent.

Creative Execution
The first step was to alter the Cheerios box, creating a simple way for all Canadians to send words of encouragement to our athletes. A 30-second television spot would launch the campaign showing a boy cutting out the ‘Cheer’ from the box and sending words of encouragement to Olympian, Patrick Chan. The voiceover called on Canadians to do the same – Now you can send your Cheer. Visit Online ads were created to communicate the message and drive people to the website. A website was created to tell people how they could send their Cheer. Buy a box or send an e-card Cheer from the site. An outdoor event was held and people were invited to write their Cheer and post it on a Cheer wall. The cards were sent to Vancouver and during the Olympic Games, Cheer walls displayed the thousands of encouraging messages to the athletes.

Insights, Strategy & the Idea
We needed to find a meaningful role for Cheerios as a sponsor of the 2010 Winter Olympics beyond just a surface level association with the athletes or the event. We wanted Cheerios to play a role in supporting Canadian Olympians and inspire optimism in Canadian fans. Cheerios is a household staple in Canada. Families have grown up with it. It’s a brand familiar to every Canadian, athletes and average people alike. The idea was simple: don’t just talk about support, be supportive. And give every Canadian the opportunity to be supportive as well. This would inspire and create a connection between Canadians, our athletes and to the Cheerios brand.