MOI Launch
“Everyone in Quebec is talking about Moi. Not moi as in me, Moi as in the program.” We leveraged this simple idea to launch the most impressive rewards program in the province, which reaches 97% of families. After five weeks of the campaign, we achieved our objectives for the year.
To launch Moi with fanfare
we invested in our TV and radio spots, hiring Quebec personalities known for talking about themselves—and perfect for talking about Moi. Each was associated with a specific banner to illustrate the multi-banner strength of the program. In a 60-second TV commercial, they embodied the power of the program’s personalization. In radio ads, the stars of Rythme FM, CKOI and The Beat delivered sponsored speeches centred on themselves. The concept was also used for signage and in stores throughout Quebec.
Credits
Client :
Metro
Creative :
Anne-Claude Chénier, Geneviève Duquette, Philippe Leblanc, Isabelle Giguère, Marc-André Vigneault, Edith Landry-Michaud, Christine Girard, Vicky Morin, Dominique Audet, Olivier Fortin, Megan Lauzier, Virginie Bédard, Lionel Michee, Barbara Jacques
Strategy :
Michel-Alex Lessard, Myriam Minville Gallagher
Account services :
Miriam Bousquet, Rosalie St-Cyr, Justine Ouellet, Roxanne Flibotte-Rousseau
Production :
Septième, Cinélande, Cult Nation