Creative elements were original and involving. For example, a Voken would appear and position itself in a BigBox. A ‘Loft to Rent’ ad was placed in the classified ads section of one of Montreal’s most popular sites. Other popular sites were chosen to reach the target audience: news & entertainment, movies, new artists and classified ads, where there was a natural fit between the rock image of the brand and the ‘Loft to Rent’ theme.

A total of 12,726 rock fans entered the contest. The Internet campaign generated 7,085 visits to the virtual Loft. Among these, many have subscribed to the Bud newsletter and are now kept up-to-date, on an on-going basis, of brand events and activities.