Canadians are being told they can make an easy $20 or more as part of what may be the largest nationwide awareness campaign of its kind for a class-action lawsuit settlement.
“Canada: between 1999 and 2002, people weren’t aware, but they were paying too much for their electronic devices,” notes a voiceover for a 30-second animated, film noir-ish TV spot that began airing Monday on major networks and specialty channels.
It’s all part of an $80 million out-of-court settlement reached on the heels of the class action launched in 2004. It alleged that Elpida, Micron, Nanya, NEC, Hitachi, Samsung, Hynix, Infineon, Mitsubishi, Toshiba and Winbond agreed to fix the price of DRAM (dynamic random access memory) components sold between April 1, 1999 and June 30, 2002.
DRAM is found in devices with a memory chip, including computers, printers, videogame consoles, digital recorders and MP3 players.
The $3 million campaign (which also includes newspaper, web and social media elements) tells consumers how to easily claim money they are owed. The campaign was paid for by the manufacturers as part of the settlement.
Creative elements were created by Montreal agency Brad for the law firms involved in the class action – Belleau Lapointe, Camp Fiorante Matthews Mogerman, Harrison Pensa and Sutts Strosberg – as well as the Quebec non-profit consumers group Option consommateurs.
Brad co-president Dany Renauld said the film noir concept was chosen because the contrast between its vintage style and modern technology “was cool and a great way to spread our message.”
A social media team at Brad is spreading the word about the settlement and dispelling cynicism about the easy money.
“It’s funny because it’s rare that you can get $20 for nothing today,” Renauld says. “People say ‘I don’t trust that.’ That’s why we’ve got our social media team saying ‘no, it’s true.’”
Renauld notes Brad had to present the campaign to judges in Quebec, Ontario and B.C. and substantiate the need for its dollar spend. “It was interesting. Usually we pitch in front of a client. Now it was a judge.”
Canadians can claim $20 without a receipt by visiting themoneyismine.ca or cestmonargent.ca. People with proofs of purchase for several devices can claim more.
The campaign runs on and off until June 23 – the deadline for Canadians to submit claims. Cheques will be mailed by the end of the year.
