ANDREW CONDE | ART DIRECTOR | GRAPHIC DESIGNER

CASE STUDY 1- NB ATLANTIC WINDOWS

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THE CHALLENGE
THE CHALLENGE Stand out in the crowded home builder and renovator markets and quickly communicate the unique advantages the product lines have to offer.

THE STRATEGY
Atlantic Windows was looking for strategic creative solutions that would set them apart in the marketplace while still adhering to hard-driving retail principles.The challenge was to articulate the highquality nature and beauty of Atlantic Windows window and door products and their unparalleled lifetime warranty, while ensuring that the communications were more “consumer friendly” and less technical than past marketing materials.

THE SOLUTION
Utilizing the unexpected image of the Coliseum, juxtaposed with the beautiful, unblemished Atlantic Windows, visually communicated the lifetime warranty and was playfully underscored by the theme line “Turn any house into a home.” A simple, memorable, cost-effective TV spot evolved into integrated POP and print campaigns that have stood out in the marketplace and laid the foundation for Atlantic Windows’ 2008 campaign.

THE RESULTS
In addition to unprecedented, spontaneous positive feedback to their new creative direction, Atlantic Windows enjoyed a banner year in 2008.
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CASE STUDY 1- NB WELLNESS

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THE CHALLENGE
To promote behavioural change in the face of a New Brunswick Wellness Crisis.

THE STRATEGY
The goal of the second phase of the NB Wellness campaign was to start changing behaviours. Now that New Brunswicker’s had a better understanding about why they needed to make changes it was time to encourage New Brunswickers to start make small lifestyle changes that would make a big difference in their lives. Recognizing the importance of the female head of household as the decision-maker, we developed a carefully targeted campaign with a message delivered by a highly emotional trigger – kids.

THE SOLUTION
Urgent TV spots captured our targets attention with “Breaking News”, delivered by an all-kids news team highlighting key messages. The campaign included a website featuring a wellness related contest, tips and videos from ongoing event marketing. Parents and kids alike were encouraged to “Be an NB Wellnews Reporter” and tell their good news for a change, stimulating a province wide push towards getting healthier.

THE RESULTS
In post campaign research, the results exceeded all expectations. A remarkable 43% of New Brunswickers stated that the information offered by the campaign has helped them make healthier choices, and that the choices they are making are directly relatable to the key messages driving the communications. In addition, awareness of key issues like physical inactivity, unhealthy eating, increased screen time and obesity have all risen significantly from 2007.
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CASE STUDY 1- NB KINGS LANDING

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THE CHALLENGE
Since the year 2000, visitation to Kings Landing was slipping, part trend that saw consumers opting for more active family destinations over museums and historical attractions. For the regional tourists, the attraction suffered from a “been there, done that” mentality while rising gas prices and a high Canadian dollar threatened to keep tourists from outside the region away.

THE STRATEGY
Insights gleaned from syndicated media research, global tourism case studies, and economic data suggesting most travelers would stay closer to home in 2008, we recommended a “spend to strength” strategy. Regional advertising expenditures were focused on the nearby Fredericton market, targeting the female head of house- hold with children under 12 living at home.

THE SOLUTION
After close examination, consumer perception didn’t match reality. Kings Landing did indeed offer many active, family-oriented activities. The solution was to re-ignite interest and position Kings Landing as a “must-do” experiential day trip. Local newspaper, radio and online advertising carried a “Back When” theme that playfully juxtaposed today’s popular technology against 19th century activities. The concept cleverly connected Kings Landing to all the things kids love today. The radio included a contest for a $250 gas card, at a time when gas prices were top of mind.

THE RESULTS
Even though tourism numbers were down across the region, Kings Landing’s visitation was significantly higher than other signature attractions in the province. Summer 2009 began with a brochure and poster redesign, along with a refreshment of the “Back When” concept in newspaper, radio, and OOH.
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