Shining a spotlight on personalized perks for SAQ Inspire | Cossette

Shining a spotlight on personalized perks for SAQ Inspire



With its new ad campaign, developed in conjunction with Cossette and Cossette Media, the Société des alcools du Québec (SAQ) reminds us of Inspire benefits in the form of tips and tricks to help consumers take full advantage of the program.

Humour is used to convey the omnichannel experience SAQ Inspire provides, as well as the program’s main perks and some newly added ones. Colourful characters bring the program to life, offering advice on making discoveries, earning points faster and taking advantage of new arrivals first, as well as highlighting the importance of the advisor’s role.

“SAQ Inspire is two years old now. To further improve the customer experience, we stayed attuned to consumers’ needs and desires—this gave us insight into how to bring personalized discovery to the next level, be it through offers or advice, and to provide customers with the tools necessary to reap the most benefit,” noted Sandrine Bourlet, Director of Experiential Marketing at the SAQ.

This tailored approach led the SAQ to be named one of Strategy magazine’s 2017 Brands of the Year.

“The Inspire program’s success proves just how important personalization is. The consumer experience is enhanced by recommendations based on individual tastes and offers on products that are of genuine interest to the consumer,” explained Antoine Bécotte, Chief Creative Officer at Cossette. “It was the personalization concept that inspired us in the making of the TV spots.”

The campaign consists of three 30-second TV spots that have been on air since September 18, 6-second pre-roll videos depicting the program benefits for optimal retargeting, and interactive web banners. Plus, a playful ad in La Presse+ presented as a memory game was also developed to inform consumers about the new perks and encourage them to take full advantage.

“For the online ads, we developed unique targeting profiles to reflect the interests of consumers and SAQ Inspire members, rather than applying the usual social demographics,” said Claude Lamoureux, Senior Vice-President and General Manager at Cossette Media.


Advertiser: Société des alcools du Québec
Agency: Cossette
Media agency: Cossette Media
Production house: 401

About Cossette

Cossette is a fully integrated marketing communications agency that offers a full range of avant-garde communications services. Cossette is a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine, is a Platinum-level Aon Hewitt Best Employer, and is on Ad Age magazine’s list of Best Places to Work. The agency has offices in Halifax, Québec City, Montréal, Toronto, Vancouver and Chicago, and is striving to become a major player among global agencies. To learn more, visit


For more information:

Roxanne Chaudier
514 827-8315