The Rotisserie Channel (Film) by BBDO Toronto for Swiss Chalet

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The Rotisserie Channel (Film)

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Industry TV Channels/Radio Stations and Programmes
Media Film, Digital, Interactive & Mobile
Market Canada
Agency BBDO Toronto
Director Craig Brownrigg
Art Director Doug Bramah, Jonathan Guy, Sungho So, Alice Blastorah
Producer Nicole Poon
Account Supervisor Michael Mcgee
Released June 2011

Awards

One Show 2012
One Show Interactive Integrated Branding / Integrated Branding Campaign - Online Merit

Credits & Description

Category: Titanium and Integrated
Advertiser: CARA OPERATIONS
Product/Service: SWISS CHALET RESTAURANT
Agency: BBDO CANADA
Date of First Appearance: Feb 28 2011
SVP, Executive Creative Director: Carlos Moreno (BBDO Toronto)
SVP, Executive Creative Director: Peter Ignazi (BBDO Toronto)
Writer: Kurt Hagan (BBDO Toronto)
Art Director: Doug Bramah (BBDO Toronto)
Writer: Frank Macera (BBDO Toronto)
Writer: Johnny Pavacic (BBDO Toronto)
Art Director: Jonathan Guy (BBDO Toronto)
Art Director: Sungho So (BBDO Toronto)
Art Director: Alice Blastorah (BBDO Toronto)
Agency Producer: Tracey Azzopardi (BBDO Toronto)
Production Company: (Radke Films)
Director: Craig Brownrigg (Radke Films)
Cinematographer: Ticko Poulakakis (Radke Films)
Executive Producer: Miriana DoQuinzio (Radke Films)
VP, Group Account Director: Brent Rivard (BBDO Toronto)
Account Supervisor: Michael McGee (BBDO Toronto)
Account Executive: Jordan Lane (BBDO Toronto)
Producer: Nicole Poon (BBDO Toronto)
Media placement: Online Video Teaser - Youtube.com & Swisschalet.com - Feb. 21, 2011
Media placement: PR - Media In Canada (Online Subscriber Pub) - Feb. 22, 2011
Media placement: Online Video - Youtube.com & Swisschalet.com - Feb. 26, 2011
Media placement: Newspaper Campaign - TO Night Magazine, Metro, Metro Play, 24 Hours - Feb. 28, 2011
Media placement: Billboard Campaign - Digital Billboards On Gardiner Expressway - Feb. 28, 2011
Media placement: TV Commercial - Stations Nation Wide - Feb. 28, 2011
Media placement: Online Banner Campaign - Swisschalet.com - Feb. 28, 2011
Media placement: Screensaver - Downloadable From Swisschalet.com - March 12, 2011

Describe the campaign/entry
Founded in 1958 and with 300 restaurants across the country, Swiss Chalet is a Canadian institution. Although they offer a wide variety of meals, they have always been famous for their delicious rotisserie chicken. We wanted to remind Canadians of that.
Using print, outdoor, online teasers, and television we announced that a national cable provider was going to air six chickens in a rotisserie for 24 hours a day, 7 days a week. Once the press release hit, the "rotisserie channel" was famous. We were in pretty much every newspaper, radio station, and morning TV show in Canada. Canada’s national newspaper, the Globe and Mail, used it as a cultural reference point in an editorial cartoon about oil prices. We even made the New York Times.
Blogs and twitter feeds from all over the world picked up on it and pretty soon it was a worldwide phenomenon.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign began with a teaser video posted to youtube.com and swisschalet.com. The next day, a press release went out to the subscriber website Media In Canada. After the press release hit, word was spreading. "Swiss Chalet" and "rotisserie" both became trending topics on twitter. We responded instantly and used what the public was saying about the rotisserie channel to create a new online video, showcasing quotes from actual tweets. Next came the TV, newspaper, online, and billboard campaign. Simultaneously, people across the country were seeing a television spot, banner ads, and in some cities they saw print ads and billboards as well. All of that culminated in the actual airing of the channel, at which point coupon downloads and sales both skyrocketed. With everything in market and timed perfectly, sales jumped 30% almost over night, and the brand and the channel both became famous.

Give some idea of how successful this campaign/entry was with both client and consumer
This campaign was enormously successful, surpassing even the most optimistic client expectations. The goal was to get 10,000 coupon downloads over a 3-month period. In the first 12 days we got 13,707. There were actually 21,192 downloads in those 12 days if you count people who tried to get a coupon more than once a day.
We collected 2,475,095 Likes from users. We got 12,046 new Facebook friends, and actual chicken orders went up 30% almost immediately. According to the cable company showing the channel, 250,000 households tuned in and stayed tuned in for an average of 8.2 minutes. The client and the channel were also made famous online and in newspapers all over the world.
It was the number 2 trending topic on Twitter and to date it has earned 36,475,892 PR impressions. There has been tons of earned media and consumer engagement, with skyrocketing sales. What more could you ask for?