Real impressions - People as Media

Quite simply, people are the ultimate experience medium. The key influencers.

Put your product and our brand ambassadors together where the target customers are and you’ll create real impressions that surpass your expectations. We call it our People as a Media™ strategy. From in-field to online and back again. In the malls, at the stores, in the clubs, on the streets, up the office towers, at the events, and on the Web. Location-based media is where it’s at.

Case Studies

Rogers Sponsorship
Bud Camp
Herbal Essences POSE Experience
Gillette Ultimate Man's
Night Out'

Game On!

Rogers Sponsorship

Spring 2007

Markets: GTA (Toronto) and National Tour

Target Consumer: Multiple (event specific)

Description:

During 2007, the Rogers Sponsorship team executed Regional and National programs involving teams from 2 to 25 Brand Ambassadors. These teams offered to consumers the thrill of participating in an interactive Rogers’ game. Rogers was able to create synergies and leverage marketing spends turning the Sponsorship team into an integrated campaign promoting all Rogers product line up. On-site activations included home games for Toronto Football Club, Toronto Blue Jays, Toronto Maple Leafs and Toronto Raptors, plus Rogers Grey Cup and the NBA 3-on-3 National Tour.

Integrated Touchpoints:

Special Events
Contests
Website
Print Media
Grassroots activation

Results:

Total of 8 properties worked in 2007
Total 3,317 hours deployed
100% deployment of approx 663 shifts
Total of 1,368,000 mass impressions
Total of 86,626 one on one customer interactions
Total of 109,932 hand outs distributed (take cards and giveaways)
Total of 3,486 onsite contest entries

Summer Success!

Bud Camp

Summer 2007

Markets: Ontario, Montreal, Vancouver, Halifax, Moncton, Calgary and Edmonton

Target Consumer: Males, 19-24 years old

Description:

The fully integrated Bud Camp program was built to help launch a new summer property for the Budweiser brand in Canada. The property was launched with a national television, radio and print campaign as well as a 9-week on-premise program across Ontario featuring a partnership with MuchMusic TV, website (www.budcamp.ca) and 3 field teams. Consumers could enter to win a trip to “Bud Camp” through multiple channels – in-case, online, special events, media partners, and with Bud Camp Team Leaders at select bars around the province.

Integrated Touchpoints:

In Bar Events
Website
MuchMusic TV Partnership
Print Media
Radio PR Tour
Special Events
Sampling
Contests

Results:

16,000+ consumers went through the full in field experience
49,000,000 impressions across all media channels (OP, community, TV, Radio, Print, Online)
5,237 samples distributed
90,000+ budcamp.ca visits

A Truly Luscious Result

Herbal Essences POSE Experience

Spring 2007

Markets: Ontario, Montreal, Vancouver, Calgary and Edmonton

Target Consumer: Generation Y, 15-29 year old hair care lovers

Description:

The Herbal Essences POSE Experience was a fully integrated program built to help launch nine new Herbal Essences products. The program leveraged several touchpoints with consumers, including a highly engaging website, in-field teams, and a partnership with Much/Star TV. Consumers could enter into a contest to win tickets to the MMVA’s and a walk down the red carpet by submitting their picture to be voted on as the “Most Luscious POSE”. In-field, consumers were able to complete an interactive a hair quiz to determined their hair type, experience a Scent Bar, and then POSE in front of our cameras. Their photos were later e-mailed to them, and the best shots added to the website for voting.

Integrated Touchpoints:

In Bar Events
Website
MuchMusic/Star TV Partnership

Results:

Overachieved targets of 500,000 interactions/impressions with consumers.
10,032 consumers went through the full in field experience
12,539,208 website hits
8,219 consumers registered for the contest online, by voting for their favourite pose
194,144 mass impressions were achieved both in bar and on the street with our vehicle

The Ultimate in Manly Experiences

Gillette Ultimate Man's Night Out

Summer 2007

Markets: Montreal, Toronto, Calgary and Vancouver

Target Consumer: Males, 18-49 years old

Description:

The Gillette Ultimate Man’s Night Out was born out of the simply but pervasive insight that “men have a lot of more important things in life to think about than their deodorant”. As such, Mosaic created a 5-hour immersive live show event that allowed the target consumer to learn about the new Gillette 3x deodorant through a purely indulgent evening. The event featured scotch tasting, beer tasting, technology showcases, fashion review and a gourmet steak dinner. Dare we mention the burlesque dancers? Consumers gained access to this invite-only event through Mosaic’s street teams or by winning tickets online and on the radio. The program reach was further extended by an extensive PR, media and website campaign.