Strategic goals

+ Complete Re-Branding of Zoofest

+ Reach out to target market (18-34) with a creative and interactive campaign

+ Creation of Zoofest communication multiplatform

Zoofest
Started in 2009, Zoofest is a new festival within the Just for laugh’s group. Zoofest is a diversified festival aimed at spotlighting emerging talents with alternative programming including comedy, theater, music, circus and other genres. Described as the off the wall parallel to Just for laughs, it was created to gain Just for laughs a new audience. After a modest start in 2009, Just for laughs hired Bite Size’s own Martin Durocher to lead and to re-brand the festival and put it on the map.

Branding
We redesigned Zoofest official logo and look, add a distinctive artistic direction and created new logo alternatives. These alternatives were really useful in the creation of Zoofest advertising campaigns.

Zoofest media
As a new festival, it was important for Zoofest to communicate using its own channels. We created Zoofest magazine & program, a new interactive website with over 50 blog updates during the festival, a web TV series with over 17 episodes, an intense presence on Twitter and Facebook as well as mobile strategy lead by the Zoofest iPhone app. By doing so, we were able to communicate what Zoofest was all about, maximize its exposure and calculate its ROI.

Social media strategy and execution
We knew that Zoofest’s shows were worth sharing. To develop a fan base, our first goal was for everyone coming to Zoofest to reach out to our communities, either on Facebook, Twitter, flickr or on Zoofest.com news blog. An essential presence of these communities was communicated through all of Zoofest marketing opportunities; web, Tv, print and radio ads. Also, Zoofest fans were allowed, in most shows, to take photos or videos and were encouraged to share their content and experience online. From the core audience, we were able to gather a community of 3 000 twitter followers as well as 2 000 facebook fans. Continual updates on these platforms were also part of our strategies as we offered information, entertainment as well as incentive for fans to interact. During the festival, we hired JT Utah, 25stanley.com’s owner and well known blogger. JT updated Zoofest blog every day and offered a great insider’s view of the festival. With such amazing content, blogs, comments and ZooTV videos were created and shared all over.

Zoofest iPhone app
Created to maximize Zoofest’s experience, the Zoofest iPhone app was triumph in design and usability. Venue map, Artists bio, Online box office, Show details and schedule, Social networking interface for Twitter, access to blogs and full context search made the application experience rich and deep. The app was a real success; it improved Zoofest audience’s experience and generated a lot of PR.

Creative and media
We built a media strategy and booked all of Zoofest media. We also created Zoofest TV ads, Radio ads, Print ad as well as web banners.

Needless to say, Zoofest was 2010’s summer buzz, a real Zoofest community is now existing and the attendance of the festival nearly tripled from 2009, from 13 000 to 30 000.

Strategic goals

+ Branding of Place Jacques-Cartier

+ Managing and creation of a legal protocol with street artists-buskers

+ Creation and implementation of a new artistic direction

+ Creation of meaningful experiences gathering merchants, residents and tourists

In the heart of Vieux-Montréal and facing City hall, Place Jacques-Cartier, one of the oldest public markets in North America, is a major entertainment site and a gathering place that draws a large amount of tourists and Montrealers.

Artistic direction and protocol
The main objective was to implement a new artistic direction to Place Jacques-Cartier that would lead a change in diversifying and encouraging new talent to perform on site.  In order to establish such, we collected data, consulted community leaders and were able to create a vision that gathered more than 40 artists through summer 2010 with a new implemented legal protocol, created in conjunction with the city of Montreal and the police department, which included thight schedules for artists, a precedent in the history of Place Jacques-Cartier.  Our coordinator shaped the agreement and managed relationships with the city, police, artists, merchants and residents on a daily basis.

Website and social media
We created PlaceJacquesCartier.com, a resourceful website used to communicate artist’s schedules, events, news, merchant addresses with a live webcam feed of the area. We had created Vieux-Montréal’s Twitter and Facebook, therefore our mission was to enhance them with content concerning activities and happenings on Place Jacques-Cartier.

Events
In correlation with the new artistic direction of Place Jacques-Cartier, our main challenge was to create meaningful events relevant to merchants as well as great to tourists and Montrealers.

We teamed up with l’Orchestre Métropolitain and created Place Jacques-Cartier Sunday Brunches, where people could gather on Place Jacques-Cartier and listen to live performance of musicians from the Orchestra while having Brunch on terraces. This turned out to be a great success as it re-energized Brunches hours on Place Jacques-Cartier, created a weekly opportunity to communicate Place Jacques-Cartier and lead to a great partnership with one of the most respected Orchestra in Canada.  A total of eight events were produced during summer 2010.

Event promotion
We also built and executed a media strategy and promoted the event.  Print ads, radio ads, electronic subway ads, web banners ads, posters and flyers across Montreal were therefore produced and distributed.

+ Creation of unique Facebook fan pages

+ Contests and targeted campaigns on Facebook, Twitter and Google

+ Custom fan pages and facebook applications with branded videos and custom forms to engage targeted audience on facebook

Fan page, custom applications and forms on Facebook

+ Maison des jeunes Kekpart: http://www.facebook.com/kekpart

+ Toujours Ensemble – Passeport pour ma réussite!: http://www.facebook.com/toujoursensemble

+ St-Mary’s Primary School: http://www.facebook.com/ecolestmarys

+ Henri-Bourassa’s Secondary School: http://www.facebook.com/ecolehenribourassa

Strategic goals

+ Reach out to targeted audience by offering an exclusive experience to filmmakers, snowboarders and skiers

+ Promote Coors Light’s association with Mont Saint-Sauveur

+ Creation of a unique and different on-site activation

The mountain challenge is a concept created in Vail, Colorado with Breitling watches in 2008 by JF DuRocher. The first Breitling All Mountain Challenge turned out great as more than 20 videos were produced. We brought the concept to Mont Saint-Sauveur as an answer to their strategic goals. This turned out to be the best user generated content (UGC) contest promoting Mont Saint-Sauveur and Coors Light and it spread out like wild fire.

A total of 32 short clips of 3 minutes were produced and generated over 500 000 views on Youtube. We were more than happy to witness such talent, diversity and creativity.

Strategic goals

+ Creation of unique and awesome Reebok Pump experience in Toronto

+ Create brand awareness through a creative and interactive campaign

+ Reach out to sneaker freaks and promote the collaboration with sneaker boutique Stolen Riches

The experience – An exclusive night of celebration at the Red Bull 381 projects

In order to make this celebration a total success, we teamed up with Red Bull and used their Toronto facilities, the 381 projects and called our friends at Heineken. We booked Canada’s own turntableist Kid Koala and hip hop legend Pete Rock to flavor up the party. With only 300 places available for this memorable Open Bar Private Party, we only invited Toronto’s finest!

Campaign

The whole campaign was oriented towards www.reebokpump.ca

We wanted Reebok fans to come to the party, and invited them to conquer challenges on www.reebokpump.ca to win chances to be part of the celebrations.

The campaign was launched with the Pump beat viral video that got traction into all major sneaker blogs and sites.

We teamed up with Vice magazine to advertise the contest in Canada and also covered downtown Toronto with Pump posters that incorporated a call to action ”earn your ticket on reebokpump.ca”

Reebok Canada Twitter and Facebook accounts were put in motion for fans to be informed about the challenges. We created strategies that gained fans and enabled Reebok to communicate with them. We invited some of the participants into a unique Reebok Pump sticker mission that gained them invitations to the party. Those photos were uploaded on Reebok Canada’s facebook fan page by the participants.

Adding another lifecycle of the challenges and to narrow it to the Toronto area, we hid 200 USB sticks that contained a secret password and invited our audience into a scavenger hunt. A video promoting such was put online and most of the sneaker websites and blogs talked about it.

The party

With a room packed of winners, fans, sneaker freaks, industry people and a slew of Toronto’s finest, needless to say, it was a great success. It was marked by Heineken’s Pump shoe ice sculptures, by the exclusive retailer collaboration 20th anniversary Pump wall, the Reebok Pump shoe museum with 20 years of history and finally by an awesome performance of Kid Koala and Pete Rock. The event and the campaign generated a lot of press, buzz and reconnected the Reebok Pump with it’s core audience.

Reebok Pump x Heineken

Part of an exclusive thank you gift to Heineken was the Reebok Pump x Heineken shoe. Only 20 pairs were produced. A simple leak on 1loveto.com created a massive storm over the entire fashion industry and this ultra-exclusive shoe became the talk of the Internet and sneaker communities from all over the world. This leak generated millions of views and is to this date, one of the most viewed and desired collective Reebok item. Needless to say, there is value in rarity!

Strategic goals

+ Organization of the Montreal Olympic Torch Relay Celebrations with the 2010 Vancouver Olympic committee and the city

+ Build and execute a social media campaign to promote the Olympic Torch Relay Celebrations in Old Montreal

+ Booking and managing artists

Montreal, the first Canadian Olympic city, hosted the passage of the Olympic Torch relay. In order to commemorate the presence of the Olympic Torch, the city of Montreal, the Vancouver 2010 Olympic committee and the Old Montreal commerce development society worked together in putting celebrations on place Jacques-Cartier, just in front of city hall.

We were asked, as consultant, to book and manage artists, to put together a social media campaign promoting the event which would also benefit the Old Montreal as well as to manage the logistic during the event. From the official press conference, to planning and putting together the pacing of the event and to leading the negotiation with the Olympic committee, we were involved in every steps of the decision making process and were able to put together these celebrations. Over 6 000 people came to celebrate the presence of the torch and witness performances of percussion group Samajam, of pop band Numéro#, an eclectic act of l’Entracte as well as a great finale of fireworks.