Cannes Lions

CESAR BISTRO

PROXIMITY CANADA, Toronto / MARS / 2011

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Overview

Entries

Credits

Overview

Execution

Provide small dogs with a Cesar Bistro branded experience that enables owners to showcase their furry baby in the spotlight.Fans uploaded photos of their small dogs and customized them using the Cesar Bistro Profile Pic Generator. The first 400 fans that created a picture were sent the exclusive Cesar Bistro Gourmet Dining Kit. It included a sample of Cesar Bistro product, a Cesar branded handkerchief and placemat, an elegant silver serving spoon and dish, and a personalized letter from Cesar. Everyone could get a Buy One, Get One coupon.An email to the database and Facebook Ads helped build the fan base prior to the campaign. A series of teaser posts created intrigue and discussion. Once the Cesar Bistro app launched the fans pushed the message out to their network. Their excitement and positive reaction to the promotion was a trusted testimonial to others coming to the page.

Outcome

The Cesar Bistro campaign was a success at creating pre-launch buzz and product trial…small dogs can’t wait to get their paws on more Cesar Bistro!The fan response was incredible: - 2.5+ Million Campaign Impressions in 2 Weeks - 5,000 Coupons Distributed - 1,200+ Profile Pics Created- 400 Kits gone in 4 Days- All Gourmet Dining Kits gone in 72 Hours And most of all priceless fan photos, stories, and conversations – all around the Cesar Canada brand. Fans became brand activists who spread the Bistro message around.The campaign played a role in strong first quarter sales.

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