Cannes Lions

EVERYTHING MUST GO

john st., Toronto / ZELLERS / 2013

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Case Film

Overview

Entries

Credits

Overview

Description

After 80 years, Zellers, Canada’s oldest discount department store was closing its doors to make way for American retail chain Target.

Zellers had to tell consumers they were in liquidation. But with liquidated budgets they turned to their Facebook community to get the word out for them. Which meant we needed to make the usual “Everything Must Go” sale Shareable.

We created an Everything Must Go sale with an audacious twist – we liquidated their beloved 50-year-old mascot, Zeddy.

Execution

Two videos posted on YouTube lived within the Everything Must Go tab on Facebook. The videos could be posted and shared independently of the contest elements but each video drove back to the Facebook page where fans could enter to win items in the giveaway section or to submit an application to adopt Zeddy in the adopt section.

Facebook ads also helped drive traffic to the tab as well as a print ad (won in a silent auction at a reduced price) also brought attention to the going out of business sale.

Outcome

The giveaways on Facebook got over 600,000 entries and the two videos got over 190,000 views. As the news of Zeddy’s release spread, the campaign received tons of media attention. There were 2,500 entries submitted to adopt Zeddy (10X what we had expected) and over 30,000 votes cast to choose where he would go.

In the end Camp Trillium, a camp for kids undergoing cancer treatment, became Zeddy’s new home and the kids at the camp got a furry new friend.

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