18 hours ago
At the Marketing Magazine 2008 Innovation Awards, Colour Creative Persuasion Inc. received the gold prize in the "targeted marketing: young adults" category for the work they did for student-geared Landlord Lou.
It consisted of placing 3,000 toilet plungers around Halifax, Fredericton, Moncton and Saint John in New Brunswick which all had the website's URL. To leverage the effectiveness and buzz of the campaign, Colour Creative put up posters and took up a few ads in urban weeklies encouraging students to find the plungers -- treasure hunt style. The clear purpose of the campaign was to draw students to their website which had a link to their extensive number of apartment listings as well as some viral videos to help brand themselves as the best landlord in town.
The campaign got some buzz on Facebook, Kijiji as well as 7000 hits on their website. So clearly, their objective was attained and their brand image very likely increased as well. Moreover, I admire campaigns targeting students that make smart uses of various media to increase the overall efficacy of it.
But seriously, was it worth putting that much effort into it?