SUGAR STREAK by Taxi Canada for Koodo Mobile

Adsarchive » Promo » Koodo Mobile » SUGAR STREAK

SUGAR STREAK

Pin to Collection
Add a note
Industry Mobile Communications
Media Promo & PR
Market Canada
Agency Taxi Canada
Executive Creative Director Lance Martin
Digital Creative Director Peter Gomes
Editor Stephen Sora, Mark Paiva Saints Editorial
Released November 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: KOODO MOBILE
Product/Service: WIRELESS MOBILITY
Agency: TAXI CANADA
Date of First Appearance: Nov 30 2009 12:00AM
Entrant Company: TAXI CANADA, Toronto, CANADA
Executive Creative Director: Lance Martin (TAXI Canada)
Digital Creative Director: Peter Gomes (TAXI Canada)
Writer: Mike Blackmore (TAXI Canada)
Director: (Woods & Low)
Production House: (TAXI Production)
Production House Producer: Kevin Saffer (TAXI Canada)
Audio Production: (Company X)
Integrated Producer: Kevin Saffer (TAXI Canada)
Integrated Producer: David Isaac (TAXI Canada)
Editor: Mark Paiva
Editor: Stephen Sora
Digital Strategist: Cory Pelletier (TAXI Canada)
Digital Strategist: Nicole Polivka (TAXI Canada)
Group Account Director: Caleb Goodman (TAXI Canada)
Account Manager: Shawna Donnelly (TAXI Canada)
Writer: Josiane Cossette (TAXI Canada)
Account Director: Sylvie Bergeron (TAXI Canada)
Media Agency: (Media Experts)
: Steve Mann (Mann Casting)
Media placement: Online Game - You Tube - Nov. 30, 2009
Media placement: Wild Postings - Outdoor Wild Postings - Nov. 2, 2009
Media placement: Live Video Banners - You Tube - Nov. 30, 2009
Media placement: Facebook Page - Online - Nov. 30, 2009
Media placement: Twitter Profile - Online - Nov. 30, 2009
Media placement: TV Campaign - 2 Spots - You Tube, Subway & Food Court Screens (Pattison Media) - Nov. 2, 2009
Media placement: Outdoor Billboards - Yonge & Dundas (Van Wagner Media) - Nov. 2, 2009

Describe the objective of the promotion.
Engage Koodo Mobile’s Gen Y target and encourage them to participate with the brand.

Describe how the promotion developed from concept to implementation
We created an interactive game on YouTube. In alignment to the mass campaign, we developed a cocky, free-running gingerbread man. The “chase” took place through 13 ‘choose-your-own-adventure’ style videos.

Describe the success of the promotion with both client and consumer including some quantifiable results
In the launch week alone, Sugar Streak hit #1 as the most watched You Tube video in Canada, with an average time spent playing the game of over 5 minutes. The YouTube channel has now gone on to become the #2 all-time most viewed and subscribed sponsored channel in Canada.

Explain why the method of promotion was most relevant to the product or service
Canadians love Koodo because of its commitment to freedom of choice. People are encouraged to build their own plans and customise their experience with the brand to fit their individual lifestyles. What better way to communicate this key differentiator than by creating an online game where users choose the path to their own unique Koodo experience?