Canadian Club is showing off its “whisky wisdoms” all over downtown Montreal in an effort to seduce young men who typically favour beer.
This is the first iteration of the Canadian Club campaign to come to the Quebec market after it launched last winter in English Canada. Astral Media Mix and media agency Starcom worked together to adapt the creative, to which a contest was added.
Out-of-home executions show the campaign’s spokesperson and some “wise” lines according to the Canadian Club charter, such as “If you have to explain your joke, it’s because it’s not funny.” The posters also invite passersby to visit the beverage’s Facebook page in order to join its club. There, many posts are linked to the contest being run by the NRJ radio network, where people are invited to listen to les Grandes Gueules show and participate in the charter by sending their own lines via the station’s web site or SMS.
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The winning lines will then be displayed on out-of-home and in radio spots, also produced by Astral. The grand prize is a golf trip in Pebble Beach, California with popular radio host and avid golfer Mario Tessier. Everyday, a basket of Canadian Club gift is also given away during the Tessier’s show.
“It’s a real multi-platform effort: the out-of-home leads to the radio, then to the radio’s website, and then back to the streets and the radio where winners can see or hear their lines,” said Vincent Archambault, a copywriter for Astral Mix.
The radio spots mention the first name of the winners and their town when introducing the new lines, which is a great acknowledgement, Archambault added.
The OOH comprises 30 digital street columns and 88 traditional street columns – all in Montreal.
