MBA Canada + Revlon Win Bronze MIA Award
Bronze – Best in Location-Based Marketing, Revlon for Revlon Éclatante de Beauté (Bursting with Beauty)
Revlon had invested their entire annual Quebec advertising budget into running French versions of their North American English television spots – and those TV spots weren’t working. They simply weren’t resonating with the unique French Canadian audience. Revlon needed a new strategy to break through in Quebec, and to salvage their sales goals.
With a small budget of less than CDN $200,000 – salvaged from cancelling the brand sell campaign, we worked with Quebec broadcaster, V Télé, to create a program starring Quebec’s hottest rising star Maripier Morin.
Launching with a bang, Maripier appeared as a guest on Quebec’s hottest primetime talk show En mode Salvail in a 9-minute interview that established her relationship with Revlon, and created excitement.
The program included 6 custom broadcast segments that ran in programming time, a consumer contest and in-store marketing collateral that earned Revlon preferred placement in Quebec’s largest pharmaceutical chain – Jean Coutu.
We delivered a. 4:1 value-to-investment on media exposure. Nearly 40,000 Quebecers entered the contest. And the campaign, which was the only media Revlon had running in Quebec during this time period, resulted in a 49% increase in sales to the product SKU’s.