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Media Creativity: Mustard or Ketchup? … A Successfull Campaign for POGO

Bell Media’ Creativity team was given the task by Starcom and Conagra Foods Canada to develop a campaign on MusiquePlus, to determine once and for all which condiment Quebecers like the most with their POGO: Mustard or Ketchup!

Through this campaign, POGO wanted to increase awareness of the brand and engage with a campaign to help determine the favourite condiment and motivate consumers to reconnect with POGO.

After a first diffusion of a brand spot, VJ Cheli and Rej both picked a camp and launched the POGO condiment debate,  inviting viewers to participate by voting, sharing and suggesting challenges. Not only the participants could pick their side, but they were also able to determine the final challenge that would end the debate! A total of 1847 challenge ideas were received at this stage of the campaign.

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The more they participated, the more they had chances to win the grand prize: a $ 5 000 travel certificate. From August 5 to September 17, 2013, the campaign recorded 10,224 entries, including 5836 unique entries, and 15,147 votes.

Two 30 seconds contest messages, as well as two 15 seconds messages, were produced and broadcast on MusiquePlus, Teletoon, VrakTV and Ztélé. The post-promos message was broadcast from September 9 to 17 on the same networks. Several mentions live were made on Buzz on MusiquePlus, leading to the grand finale who was also partially broadcast on Buzz on September 5.

In addition, the campaign was promoted on the web through a microsite, a BixBox, a Leaderboard, a wallpaper and integration on social media.

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