Seeing beyond advertising …

Today’s consumer is more than a target, he is a medium in his own right. He chooses where, when and how he consumes. He does it quickly, without holding back. He knows what he wants and acts accordingly. The consumer has become a CONSUM’ACTOR.

Yet we continue to measure the effectiveness of our communication offensives by their scope and frequency (traditional media: television, radio, billboards, printed matter) or the number of clicks or bounce rate (web); the only thing they have in common is impressions. The problem with these types of measurement is that they are one-dimensional and hard to compare.

In light of this, Engagement Marketing appears naturally as a NEW WAY OF THINKING AND ACTING. By re-centering communication on the reality of the new consum’actor, we can talk to him differently. We now try to reach him WHERE HE LIVES, emphasizing usage of OWNED AND EARNED CHANNELS OF COMMUNICATION BEFORE MOVING ON TO BOUGHT CHANNELS. This communication goes far beyond traditional media or the web.

More than that, we now measure all the communication we have with our consum’actors (from us to them, from them to us, and between them) in order to obtain a much more accurate picture of how engaged they are with the brand.

Of course, this requires both brands and advertisers to be open-minded enough to change their reflexes and habits.

We must now think in terms of depth of engagement in our communications, i.e., focus on diversity of opportunities and quality of experiences. ARE YOU WILLING TO TAKE THE PLUNGE?


Speeding Up tTo LTE With Rogers

EM Agency has organized a tour to promote Rogers’ LTE network which enables mobile devices to reach the fastest download speed there is. To do so, EM created an experiential event revolving around speed. The concept features a kiosk where the public is invited to meet Rogers’ LTE speed challenge by pedaling as fast as possible on one of the three exercise bikes. Each participant can track his progress through one of three large « LTE » letters which gradually light up as the pedaling speed increases. The challenge consists in going from 2G to 3G to 4G speed and ultimately to reach LTE speed, all that within a set time limit.

Besides attempting the LTE challenge, participants can enter a contest to win one of five LTE smartphones. Contest registration is done using HTC Jetstream tablets to demonstrate these innovative devices.

« Once again, we’re impressed with EM Agency’s creativity and effectiveness. » states Ian Lidstone, Marketing Director at Rogers.

The tour will be stopping in three malls (Rockland, Eaton Centre, Carrefour Laval) and in two movie complexes (Guzzo Marché Central, AMC Forum) and continues until December 23rd. « Watch for our event in 2012. We’ll continue using the LTE Challenge to promote our LTE network as we launch in other markets throughout Quebec. » mentions Erin O’Connor, Channel Marketing Manager.

« We were able to create this event thanks to the creative freedom allowed by Rogers. Thanks to our ongoing relationship we can reach new heights in experiential marketing » says Alain Tadros, EM Agency’s President.


Bound For Butterflies With Vileda

To support Vileda’s cleaning tools, EM Agency has developed a national promotion under the theme “Costa Rica bound for butterflies”. It consists in a contest where participants earn a chance to win a trip for four to Costa Rica – a $15,000 value.

“The Vileda logo features a stylized butterfly. Costa Rica was a natural choice since that’s where a wide variety of butterflies can be found, making the link with the brand just perfect. Costa Rica is also growing in popularity as a destination for Canadians”, states Harry Bouchard, Creative Vice-President at EM Agency.

“We have distributed over two million of our most popular products in specially-marked packaging. It’s a major promotion for us”, adds Pierre Lacroix, Marketing Director at Freudenberg Household Products Canada.

Two television ads support this national initiative. Besides television, the promotion is also present on the web, in print and on thematic in-store materials.

The promotion is happening everywhere in Canada until November 2012.


Vidéomania Zone

EM Agency created the visual signature for this activity with the help of the very talented and internationally renowned illustrator Felix Laflamme.

Vidéomania is a play area right inside Galeries Rive Nord with sofas, 3 high-definition 46-inch screens and 3 gaming consoles: a Wii, an Xbox 360, and a PS3. A unique space where youngsters can try out games, challenge one another and have fun with friends. At the end of the week, two youngsters will be chosen from among all the participants to win a Wii console, the Halo Reach Legendary Edition game for Xbox 360.


“Nothing But Good Things For 2011” With Boulangerie

What could be better than escaping to the warm sun and sand of Jamaica? That’s what Boulangerie St-Méthode, in collaboration with Salut, Bonjour! Bonjour and TVA are offering in the “Nothing but good things for 2011” contest. Directions for entering the contest are broadcast on Salut, Bonjour! during the Nutrition and En forme reports. The contest also offers consumers a chance to win a series of consultations with Boulangerie.

EM agency developed the engaging advertising and promotional campaign televised on TVA, CASA and LCN. EM agency also created displays, stickers for breads and all in-store promotional material. The offensive is complemented by a presence in Publisac and the new Boulangerie website, boulangeriestmethode.com, which now provides consumers with nutrition tips from spokeswoman Isabelle Huot.