First came Mini-Me; now LG2 has introduced the concept of the Mini-CD.
In an online video running on YouTube and its Facebook page, the creative agency introduces miniaturized versions of key agency personnel to show potential U.S. clients just how much further their marketing budget stretches in Canada.
The 60-second video opens on a creative walking a client through a new campaign, when a smaller version of him enters the room and tells the client he has more ideas to share.
“Because of the exchange rate here in Canada, your U.S. dollars go 35% further with us,” the creative explains to the confused client. “I’m the extra 35% creative,” adds his smaller version.
The spot continues by introducing the client to both full-sized and miniature versions of the strategy lead, account service, design and whatever title is bestowed upon the person who pours a client hot tea.
The video links to the lg2xchange, a microsite that lists the current dollar exchange rate and invites would-be clients to enter their U.S. marketing budget to see how much further it goes in Canada.
Clients who visit the site can “lock in” at the most recent rate (the site is updated throughout the day to reflect the current exchange rate) by filling out a form providing their contact information. Another link on the site takes them to the agency’s portfolio page.
Jeremy Gayton, partner and president of LG2 Toronto, said that after seeing the tourism and film industries benefiting from a Canadian dollar valued anywhere from 25% to 35% less than its U.S. counterpart in recent months, LG2 executives figured the favourable exchange rate could also help boost their business.
“So many industries are trying to capitalize on [the low dollar], so we figured the advertising industry could capitalize on it as well,” he said.
Gayton said that the agency has been largely focused on building its national business over the past 18 months, but saw an opportunity stemming from what he called the “crazy fluctuating Canadian dollar.”
“This isn’t a big new business drive,” he said. “It’s really just a great way to highlight our creativity as an agency, but if we can get some great clients out of it, all the better.
“Our business is doing great from a Canadian perspective, we just thought it was a great opportunity to showcase our talent and expose it to the U.S. market in a timely manner.”
Since the site launched late last month, LG2 has entered into discussions with two U.S. clients, one with international operations, said Gayton. The percentage of people linking to the microsite from the video exceeds the industry norm, said Gayton, with LG2’s internal analytics indicating that people are spending almost two minutes on the site.
“They’re definitely playing around with it,” he said. “Given that we’re not pushing it with any paid media, we’re very happy with the results.”
