The Oscars and its French Canada equivalent, Les Jutra, were perfect platforms to premiere the films.In a first for Canadian Oscar broadcasts, a commercial block was secured for the premier. “The Heart” aired after the Short Film award, providing a branded content extension to the Oscars.To support our premiere we partnered with a national broadcaster to develop branded content.

Television Highlights:-On-set coverage of the film shoot with director interview -Branded editorial featured celebrities telling how they “love their hearts”Red Carpet Highlights:-Live brand mentions -Host wore a specially designed red dress (a symbol of the cause), with a story about the dress airing during Pre-ShowMedia first in Quebec: The film premiered in-show during the live broadcast of Les Jutra with a presentation by the director who spoke about BECEL and women’s heart health. Brand presence was extended with a post-show interview.

BECEL spoke to women about heart health in a way that had never been done before – providing the wakeup call women needed.•Consumer view of BECEL being good for your heart increased 19% •Campaign recognition 44% above norms•50% more visits to becel.ca•Facebook fans increased by 15,332, attracting our precise target; 90% female, mainly women 35-44yrs.