Gail Dhruv

We successfully partnered with Amazon, to introduce Alexa to the world, for the brand’s first Super Bowl campaign. We follow Alex Baldwin and his gang of celebrity friends as they planned an epic Super Bowl party with the help of Alexa and the Amazon Echo. Launching two weeks prior to the big game, the campaign used pre-roll and social media to follow Alec as he planned his event. During the 2016 Super Bowl, a :60 sec spot showed the party in action - using the Echo device to launch Missy Elliot's new single, Pep Rally. Real-time social reactive content extended the party online.

Results:

Echo saw a double-digit % sales increase
Echo soared to #2 on Amazon’s bestseller list
Amazon sales were 4x higher than any other campaign in recent years. Prime Member Registration surged 2.5x vs year ago Echo captured an astounding 26% market share in online speaker sales in 2016, surpassing the existing leader Bose at 8%,

Where other brands focused on performance messaging, Canadian Tire wanted to continue to focus on the core values that are taught through playing sport. The We All Play for Canada platform remained emphasis on the idea of inclusiveity, play and the importance of communities rallying together.

The campaign aimed at showing that in Canada, we all play for something far greater than ourselves. We play for WE rather than ME. The idea was rooted in that everyone has equal opportunity to reach the finish line no matter who they are or where we come from. When we all play for more, we all play for Canada

Results:

CT ‘We All Play For Canada’ Campaign ranked #2 out of 20 Olympic sponsors many of them legacy sponsors and achieved the highest brand scores than ever before.

Increased Brand Equity: Established a more meaningful connection with the brand with significant lift in equity measures – especially those representing unity and Canadian identity.

Won share of heart through social engagement:

The Golden Stick was tapped 57,406 times by thousands across Canada

33 million earned impressions from over 50 media outlets

Facebook posts peaked at 48% engagement rate vs. 20% benchmark

42% of people were more likely to consider shopping Canadian Tire

Connections strategy created so much love for the brand, that it drove the top brand driver (Net Promoter Score) of people’s willingness to recommend the brand up +9%

The challenge was to demonstrate how Hyundai is redefining efficiencies, not just in the cars they make, but in everything they do as a company. Current consumer perception was that they are affordable vehicles but lack quality and design. We needed to educate people that Hyundai's vehicles are not only affordable but dependable and beautifully designed, and most importantly, are leading the industry in fuel-efficient technologies. To do this we created an entire commercial production that yielded 96% less CO2 emission than a traditional production of the same scope, and by investing in carbon offset credits for the remaining 4%, made the entire production with absolutely no carbon footprint.

Prime Day is Amazon's biggest event of the year. Shot entirely in stop motion - the campaign ran in 9 countries worldwide in TV, radio, print, digital, OOH and social - driving consumers to register for Amazon Prime and shop the sales on Prime Day. 

Results:

The second annual Prime Day was the biggest day ever in the history of Amazon. 

Amazon announced customer orders surpassed Prime Day 2015 by more than 60% worldwide and more than 50% in the U.S.

It was also the biggest day ever for Amazon devices globally and record Prime Day for each Amazon device category, including Fire TV, Fire tablets, Kindle e-readers and Alexa-enabled devices.

Small businesses and sellers on Amazon, offering deals to Prime members, saw orders nearly triple year-over-year on Prime Day – both worldwide and in the U.S.

Prime Day is Amazon's biggest event of the year. After such a successful 2016, Prime Day 2017 was not only bigger but smarter with targeted OLV highlighting the various interests of our potential prime members.  From Fashionista’s, Gamers, to Beauty fans and Techies. The campaign ran in 12 countries worldwide in TV, OLV, Radio, Print, Digital, OOH and social - driving Amazon Prime members to shop the amazing deals just for them on Prime Day.

Results:

Amazon's Prime Day 2017 set a new sales record for the company. The online retailer says sales on July 11 were higher than Black Friday or Cyber Monday 2016, “making it the biggest day ever in Amazon history.

According to Amazon’s CFO, the company’s overall Q3 growth was directly attributed to Prime Day. Further, a CNBC news article stated that “Amazon’s stock jumped $11 higher at one point Wednesday following the highly anticipated Prime Day announcement,” increasing the value of the company overall.

We developed a unique campaign for Gain in Canada since the product was a new entrant into the marketplace and faced different challenges including a lack of brand awareness and credibility. However, the effects of Gain were still consistent with our target - everyone who tried it loved and became obsessed with the scent. We built on this insight by developing a creative platform all about the multiple side effects that result when one is in love with the scent of Gain.

Results:

Gain in Canada reached a record-high market share and our team was nominated by our clients for the ‘Best Agency Partnership Award’

The ‘Strange but True Passion’ campaign stemmed from an insight and observation of the unique reaction our consumers felt towards the product. The detergent developed an obsession-like following for the scent, which we were able to leverage for the campaign. We used consumer testimonials as an authentic and humorous way of spreading the news of Gain.  This communication grew a loyal following for scent lovers across North America.

Results:

Gain became the fastest rising detergent within the category and hit the milestone of $1 billion in sales.

In addition to supporting the base Gain brand, we had to continue to innovate, to grow the business, get the retailer support and sacred shelf space in an already cluttered laundry aisle. 

The challenge was that the base campaign was inspired by real testimonial that we would receive on a daily basis.  For innovations, we needed to discover the experience that the scent inspired in our scent lovers before it launched.  For each innovation, we not only highlighted the passion for the scent that was aligned with the rest of our campaign, but we integrated the scent names into the experience.

To continue the launch of the Amazon Echo in the U.S., Amazon sought to demonstrate the value of the Amazon Echo in the home - with 1000's of skills to help make everyday a little bit better.

To increase usage of Amazon.ca by Canadians, the TV & OLV campign 'Everything from A-Z' aimed at showing users how easy it was to shop everything from big ticket items to everyday essentials on amazon.ca.

Results: While the results were not openly shared, the campaign proved to be successful because the work was adapted by the client for countries around the world and it still running today to help increase the use and purchase on the Amazon site.

Tired of hinting at what you want for Christmas, only to get socks again and again?

To promote the online service – which brings cured meats to the customer’s door – as the perfect gift, we created this online video so people can share a very non-subtle hint. So instead of conveniently leaving browsers open to the service’s website or constantly mentioning a love of charcuterie boards, Carnivore Club hopes this mustachioed gentleman can get the message across.

We also did a total re-brand to Carnivore packaging, Brand guidelines and Website.

Knixteen 'Oh-No' Proof Underwear are a teen girl's best defense against life-ruining period leaks. To launch the product, we tapped into the insight that all women and girls know too well: That our period always seems to arrive at the worst possible moments.

 We created a series of online videos, featuring different period personalities, and situations where girls may fear their period most. Our message was simple: Hey period, shut up. 

We also designed the Brand Guidelines and Packaging.

When we were first exploring how to launch a new lineup from Gain Laundry Detergent. We explored a new way to approach the work by humanizing the Gain Products. Differentiating Gain Original from JoyFul Expressions by dramitizing ‘her’ personality

We wanted build a positive caring corporate image for Pfizer. There was a low level of trust in drug companies, low brand awareness across the category and the general impression was that dug companies but profit before people. We found that people/ patients felt disempowered.  Pfizer wanted to empower people to become more informed about how to lead a healthy life.

They used TV to build awareness for the Pfizer’s ‘more that medication’ positioning and developed a website to give people more information about the small things that one can do to improve their overall wellness which includes mental, physical and spiritual health.  We created an application for mobile devices that reminds and tracks the various small things that you can do that will add up to big health benefits.

INTEGRATED ELEMENTS: Television, online campaign, website, mobile application.

We developed a unique campaign to brand the Toyota dealers as being real people.  We wanted to tell the consumer that they should feel good about going into a dealership to buy a car and know that they are going to get honest service and not the stereotypical sleazy car dealer putting his commissions before their customers’ needs

We were tasked with reaffirming the value of the print directory in helping high-value consumers find and contact businesses and ultimately purchase a product/service. We needed to remind consumers that it is still a useful resource by making sure that businesses advertise and list their services in the directory.

Campaign Idea:

It’s time to find what you need, quickly. These pages are filled with solutions to help you with what you are looking for.

Campaign included:

TV, Radio, Print, OOH

After some fruitful discussions with the client, we all knew that we needed to evolve the FindYello.com product to be unique and offer more than what people already get with Google. We partnered closely with the product team to align on the features that would ultimately be the most helpful to all Caribbean nations and worked back using a phased approach to allow time for the development of the site.

Phase 1: Get it Done. Like Normal.
We began to sew the perceptual seeds of new relevance of the print directory with a soft launch. We introduced helpful information that people needed during the beginning of the global pandemic on how to get the essentials safely and efficiently. It included busy times, delivery options, touchless curbside pick-up, and capacity rules.

Phase 2: Share Reviews. Get Rewards.
The second phase was aimed at cultivation and growing the number of reviewers and broadening their participation across FindYello.com, all to provide more local expertise, human insight, fresh information, and more detail. We did a reviewer engagement campaign, and we also included messaging for businesses toask customers to provide reviews after they provide a product or service.

Phase 3: FindYello.com | Re-Launch
The re-launch of FindYello.com will see the website revamped as a curated and tailored search tool that provides personalized relevant information that will help doers get everything and anything done, easier and quicker. The new features will include advanced filters, curated to user; smart lists; events; dining; local content discovery tool; star ratings; and robust reviews.

In the Caribbean, businesses have been slower to explore and adopt digital marketing. COVID-19, however, accelerated the digital evolution. This represented a massive market opportunity, as there was no clear leader in the digital marketing space and a large swath of businesses that need one. Yello Media Group, whose bread and butter and major equity is in the print directory business needed to do something more. They developed an impressive and comprehensive suite of end-to-end digital marketing services to redefine digital engagement in the Caribbean. They also built a creative agency to support this new offering — Imagine Digital.

Campaign Objective
To boldly disrupt the digital marketing category and capture attention of potential high prospects by introducing the new Imagine Digital brand as something completely different – a company that will lead the digital shift for Caribbean businesses.

Strategy
The digital revolution is happening in the Caribbean right now. With anxieties about losing customers/business, staying relevant, and not wasting money, local media/advertising agencies somehow have to dive headfirst into this new bountiful sea. And they must pivot despite the perceived complexity, their own bewilderment, and limitations or internal complacency.

Main Message
The digital marketing professionals are finally here, so you can take on digital marketing like a rockstar to transform your business into a growth machine.

Insight
The pressure to succeed in business is at an all-time high.
Everyone’s scrambling to hit the ground running, get their ducks in a row, go after the low-hanging fruit, knock it out of the park... But how can they do it on their own, with limited local companies, and in an overwhelming digital space?

Creative Idea
Let’s use lighthearted, relatable messaging to bring these lofty ideas to life — showing business people attempting to succeed on their own to no avail, with Imagine Digital coming in as their solution.

Launch Campaign included: Full Brand Design, TV, Digital, Social, OOH, Car Wraps, Bus Wraps, Swag, Business Cards and more