Tag Archives: Yonge-Dundas Square

Volkswagen augments OOH reality in Dundas Square

13 Oct

A uniquely Canadian spin on a global Volkswagen creative platform rolled out this month via an augmented reality billboard takeover in Toronto’s Yonge-Dundas Square.

To help promote the launch of the 2012 Beetle in Canada, digital animation enabled Beetles to come to life on billboards and interact with passersby, providing them with different views of the vehicle. One, for example, turns a billboard into a tunnel with a Beetle driving out of it towards the viewer.

The billboards drive to VWjuicedup.ca where visitors can download a mobile app that will activate the experience, “juicing up” the ads by viewing them through their phone cameras. Incorporating headlines from the global campaign, the billboards have been adapted with media by MediaCom and creative from Red Urban in Toronto and include, of course, a glyph to activate the AR experience.

“We were looking for something that was a little more innovative and a bit more engaging,” says Nicole Milette, account director, Red Urban. “The push is all about the car’s performance, its new look and innovations.”

Advertising Agency: Red Urban, Canada

Article from Media in Canada

Technical Difficulties…

18 Nov

From Torontoist


The Secret Campaign

28 Jul

From Media in Canada: Cadbury’s secret revealed, Willy Wonka style by Melita Kuburas

Cadbury’s Caramilk chocolate is testing Canadians’ ability to keep a closely guarded secret in a new campaign that will name one consumer the caramel “protector.”

Today, Caramilk revealed that those who find the 10 hidden golden keys will be sent to the Cadbury Chocolate Factory in Toronto, where one person will be able to unlock the vault that holds an envelope containing the Caramilk secret (the famous “how they get the caramel into the bar” secret). That person will receive $125,000 for having the right key, and another $125,000 if they return the envelope unopened after six months.

Cadbury will announce when each key is found through an intriguing use of OOH – the billboard at Yonge-Dundas Square in Toronto, a mural in Montreal, print ads in Metro daily newspapers, online and through a PR push, handled by Toronto’s Strategic Objectives. Cossette handled the media buy and Rocket XL developed the social media components, while The Hive was responsible for program creation, TV creative, print and OOH development (including storefront illumination), as well as website design and online advertising.

A teaser campaign launched on Facebook and Twitter in mid-May, asking Canadians what they thought the Caramilk Secret was really about, hiding the Keys to the Secret promotion “behind a virtual curtain,” explains Mackenzie Davison, director, Every Day Chocolate, Cadbury.

More tantalizing details were released in early June with OOH, print and national TV ads in French and English Canada.

“The Caramilk Key to the Secret program is an evolution of the campaign we’ve been talking about for over 40 years – it now engages consumers at a much deeper level,” Davison tells MiC.

Virgin Love

20 Feb

From Marketing Magazine: Virgin dances into subscribers’ hearts
By Jeremy Lloyd

In the week leading up to Valentine’s Day, Virgin Mobile Canada is ready to dance in the streets for some flash mob loving in Toronto.

Just after 1:30 p.m. on February 10th, Virgin swarmed the intersection of Yonge and Dundas streets with 150 university students performing a choreographed routine to the song “Love Today” by Mika.

“We love doing this stuff, it’s so right for the brand,” said Andrew Bridge, director of brand communications for the mobile provider. “It’s fun and a bit irreverent. That’s very in line with what our brand does. We were talking about what kind of virtual Valentine card we could send to our members and post online…We hope to get some great buzz and that our members think its a nice touch point and feel part of the family.”

Video of the mob will be sent to Virgin subscribers and distributed virally.

The flash mob is part of a week-long program that puts Virgin’s angels–a staple of its most recent marketing campaign–in five cities to perform random acts of love. People in Toronto, Montreal Vancouver, Calgary and Ottawa might receive a free ride on public transit, a paid-for parking spot or cup of coffee, or maybe even a hug.

“They’re just little things that say ‘this is the kind of love you get from Virgin Mobile and why are you settling for less?’ ” Bridge said.

The Delta Chelsea, Miles From Ordinary (or the Truth)!

5 Jan

From the Torontoist…

Yonge and Dundas: bright lights, shopping, entertainment, a scramble intersection, and the towering presence of the Delta Chelsea Downtown Toronto—or at least that’s the impression that Delta wants to convey through an apparently manipulated image that it’s given to numerous travel websites and used in an advertisement in this year’s issue of Harvest Ontario (above). In reality, as the photo after the break demonstrates, the hotel, at 33 Gerrard Street West, does not have such a fortuitous view of Yonge-Dundas Square.

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