Cannes Lions

WEB DEVELOPMENT AND HOSTING FOR BUSINESS

COSSETTE MEDIA, Toronto / BELL CANADA / 2002

Awards:

1 Gold Cannes Lions
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Overview

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Credits

Overview

Description

Chitty Krishnappa/Cossette/Account DirectorTodd Mackie/Cossette/Art DirectorChris Gerald/Cossette/WriterTony Lepera/The Globe & Mail/Account ExecutiveShannon McPeak/The Globe & Mail Breakthrough to the business crowd & e-market clutter.Launch Bell Brand in e-space by building awareness of Bell as a provider of web development and hosting and thereby drive sales. Target Insight:Business owners and managers are busy. Because of the nature of their time-constrained day, it’s difficult to get in-your-face presence with this aloof crowd. Our media idea met our target in their ‘space’.

Media Strategy:We needed to breakthrough in a relevant environment and create an impactful presence in minds of the business audience. Create awareness of Bell as an e-business brand.Add an element of impact and excitement to reinforce the message of our overall e-business campaign.Execution:Worked closely with the creative team and The Globe & Mail to develop a unique, high-impact piece that works well with the brand message and resonates with the target audience.After numerous brainstorms and meetings within the agency - plus external meetings with The Globe & Mail team to work out the logistics, not to mention a lengthy negotiation process! ... The Globe & Mail agreed to make the idea come to life. Successful negotiation of: Special cut paperPositioning on pages three, five, and seven, required to maximize overall impact of the pieceLive editorial on pages four and sixAd to run in Report on Business section and printed specially for Ontario only versus National Three consecutive colour pages“Drive to view” half-page teaser ad in the Front News sectionEfficient media value and low production premium Result:The execution was brilliant. This project represents what can be done when an agency and supplier work together to accomplish what’s best for their client, in spite of lack of lead-less time. From a production standpoint the piece came through clear and flawless. Customer response was overwhelmingly positive. The client was very pleased and the piece left a memorable impression within the business community.Finally, the Bell/Globe & Mail “Staggering Innovation” concept was submitted and won a GOLD at the Canadian Media Innovations Awards The Cossette Media team’s goal was to develop an impactful advertising tactic that would effectively launch Bell’s Website Development and Hosting Service and breakthrough to the discerning business audience in a relevant environment.We decided that we needed to own the venerable Globe and Mail – Canada’s #1 Business newspaper – specifically their Report on Business Section the undisputed “must read” for our business community.Cossette Media took the lead from conception to successful execution of the staggered page concept. Once the idea for staggered pages was conceived we reviewed it with our creative team to strategically link the idea with the approved creative strategy for the campaign. Once we had creative buy-in, we proceeded to sell our idea to the Globe and Mail sales management. Putting this innovation in perspective, the Globe and Mail is on par with the London Times and Wall Street Journal and they didn’t get where they are by experimenting with their format especially given their editorial integrity. Despite this challenge we not only sold the concept we then went the final step and took the concept from one that could have been more easily executed as a paid insert to a fully integrated piece with editorial integrated within the piece. Business readers of The Globe & Mail were caught off guard when they opened their paper on June 4th. They found themselves involved in a three-page Bell e-business ad. This was especially surprising given the environment – the prestigious Report On Business does not typically see media innovation.Yes. An innovative, never-been-done before, high-impact piece that clearly pushed the envelope of what we call “traditional” media. The engaging piece consisted of three consecutive pages all differing in size. The overall layered effect visually appeared to be a single full-page ad but a closer look revealed a teaser component: three separate ad pages working in tandem on special cut paper. Through negotiations, the vehicle received excellent positioning on pages three, five and seven of the Report On Business section.Having pushed for the inclusion of live Globe editorial within our ad on pages four and six created a captive environment. Readers wanting to read the entire ROB section had no choice but to be ‘involved’ in our ad.The creative was specifically designed so that the three consecutive fractional pages would appear complete whether they were read together as one unit or as individual ads -- truly the perfect marriage of media and creative.

Execution

The Cossette Media team’s goal was to develop an impactful advertising tactic that would effectively launch Bell’s Website Development and Hosting Service and breakthrough to the discerning business audience in a relevant environment.We decided that we needed to own the venerable Globe and Mail – Canada’s #1 Business newspaper – specifically their Report on Business Section the undisputed “must read” for our business community.Cossette Media took the lead from conception to successful execution of the staggered page concept. Once the idea for staggered pages was conceived we reviewed it with our creative team to strategically link the idea with the approved creative strategy for the campaign. Once we had creative buy-in, we proceeded to sell our idea to the Globe and Mail sales management. Putting this innovation in perspective, the Globe and Mail is on par with the London Times and Wall Street Journal and they didn’t get where they are by experimenting with their format especially given their editorial integrity. Despite this challenge we not only sold the concept we then went the final step and took the concept from one that could have been more easily executed as a paid insert to a fully integrated piece with editorial integrated within the piece.

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