Cannes Lions

Test Drive Canada

J. WALTER THOMPSON CANADA, Toronto / AIR CANADA / 2017

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Overview

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Credits

Overview

Description

Leading up to the 2016 Presidential election, Americans anxious about the outcome were causing massive spikes in Google searches for “how to move to Canada” and pledging to #MoveToCanada, with the hashtag atop the trends on Twitter. So we created personalized content responding to our American friends, suggesting that before they pack up and move, perhaps they should come and take Canada for a "test drive" first.

Execution

The entire campaign revolved around personalized, one-to-one responses to wary Americans in social media. To launch, we created unique videos for Facebook and YouTube pre-roll, one for each of Air Canada’s priority US-to-Canada routes. But then, on one day – June 8th – in just 12 hours we created over 200 personalized responses in real time on Twitter, offering real Americans an anecdote to their specific frustrations. We even responded to celebrities like Lena Dunham and Raven Symone who publicly “threatened” to move to Canada following the election.

Outcome

The Test Drive Canada campaign achieved 80 million impressions in the U.S. market, and increased sales by 20% during the campaign period, in addition to earned media, with coverage from outlets like NBC News, The Huffington Post, CBS, Conan, the LA Times, CBC, and many more.

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