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objective


Amplify Metro’s brand position: Metro employee goes above and beyond, every day for their customers.


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Creative solution


Radio-Canada, along with Metro and Publicis, created the Prix du dépassement awards to recognize a Quebec celebrity’s involvement in his or her community. 

Radio-Canada suggested that Metro partner with our various award shows, a prestigious setting, to roll out this campaign. Better yet, tailor each concept according to the type of gala. Our first campaign was the ADISQ Gala, celebrating Quebec’s music industry. We worked with the Gala to come up with a way to integrate Amélie performing a song during the show featuring the Metro campaign’s melody, as a tribute to the nominees. To make sure viewers understood the campaign as it unfolded, we aired a 30-second message in commercial time, announcing the Métro Prix du dépassement nominees. 

Then for the big reveal, a 60-second message announcing the winner was broadcast in commercial time.

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Results


The reaction was instantaneous! Several other celebs even shared their thoughts on social media that same evening. 72% of the viewers at home thought the campaign was a good idea and 60% an appropriate tie-in. ​

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