The challenge:

Well, we’re talking about an English newspaper, in Quebec, and it’s 2009. So there are many missions and challenges, including: elevating the brand, getting people to buy the newspaper, relevance, and getting other people to buy ads in the newspaper.

The idea:

We wanted to differentiate Words Matter by focusing on the high quality content of the newspaper during important public events. Yes, elections!

This is Quebec after all, and there were three big votes coming in 2008 – in the US, across Canada, and another just for Quebec. We started with a series of political ads months before the American election. We had not heard much about Obama at that time (as difficult as it is to imagine such a thing) and ran spots featuring speeches by JFK and Martin Luther King.

Elsewhere we pushed the print creative and increased the online presence of the campaign to let the web drive the web, thanks to Red Fisher.

Throughout the rest of the year, we just focused on justifying the interruption. We developed an intelligent campaign that consequently reached Montrealers on an emotional and entertaining level. We went from Muhammad Ali to George W. Bush to historical events. We showcased our world in another perspective, one that leaves room for interpretation.

The plan:

The TV and radio would inform citizens about the issues and challenge them on current affairs, while print ads helped communicate how words mattered to notable political figures throughout history.

On television, the moving ‘I Have a Dream’ TV spot came at the right time, and was eventually incorporated to our ‘Obama’ campaign. Just a few months later Obama had embodied King’s every word. We ran a print the morning after his victory: I had a Dream. It was a nice way to bookend the US Presidential election campaign.

In print we discovered a new toy and experienced with it for the five Canadian leaders and their election-night speeches. We were able to show - using beautiful vivid colours, patterns and a few words - what the politicians were saying on whatever issue. We could show how often they repeated specific words, promises and banalities. It’s something people just hadn’t seen yet. Combined with an intense and targeted radio campaign, we were able to develop an original perspective that was both entertaining and educational.

For the industry:

We also developed a targeted campaign to reach the people who buy ads in The Gazette, no matter how big or small the buy. We showed how the familiar becomes desirable thanks to creativity.

To celebrate the paper’s 230^th birthday, we relied on public relations and paid tribute in a special video to the paper’s coverage of world-shaping events. The goal was to help the paper reach Montreal advertisers who only spend on French-language media. The media industry was abuzz at this news, but not surprised: Words Matter is still the only English-language campaign ever to win Best of Show at CRÉA (2007). (NB: Viewers of the International French chain TV5 also voted it Best of Show in 2007.)

Online:

The Red Fisher interactive banner ad reached Montrealers where they could feel it: hockey. Fisher, a renowned Montreal columnist since the early 1950s, invited readers to vote for their favourite team, line, right-winger, etc, in banner ads. Once people clicked, they were immediately connected to online content that reflected their answers.

Results:

Words Matter (Election) won Best of Show at the International Newsmedia Marketing Association – beating the New York Times – a first. The Words Matter campaign was sold to all of CanWest, a first. The Gazette was able to maintain its readership. Single copy sales were up throughout the year, including an 8.4 per cent increase in October followed by a huge November at +13.6 per cent.

The banner click-rate on the Red Fisher campaign was more than 1.35 per cent in just ten days, nearly twice the North American standard (.07). We made readers’ words matter too.

Since 2007, Gazette readers believe the paper has been re-designed and has improved content. After three years, 95 per cent of Gazette readers have a high-awareness level of the Words Matter campaign. The value-per-copy has increased. Six-of-ten readers give the campaign an 8+ out of ten, and 13 per cent of readers say the campaign has changed their perception of the paper. They say it’s more creative and smarter now.

Proudly, we continue to deliver the ideas.