Words belong to everyone. But sometimes the only way to really understand the value of a thing is to pay for it. Our idea was therefore to sell words, and so we launched an online shop. The simple but effective idea was to create a nontraditional consumer engagement zone to bring a foundation and consumers together. MotsDepot.com is an online shop offering over 10,000 words for sale. For just $5 visitors can buy a word of their choice, create a personalized poster, and share it on Facebook or by email. These original digital media platforms promoted the campaign and generated traffic on MotsDepot.com, but most importantly, they were also a new way to make on-the-spot contributions, which is a major challenge for charity organizations.
Ultimately, the campaign was so influential that a number of well-known personalities decided to buy words, including Marie-France Bazzo, Larry Smith, Pierre-Karl Péladeau, Véronique Cloutier, Joël Legendre, Normand Brathwaite, Élise Marquis, Patrick Groulx, and others. This is one campaign that created a lot of media buzz!
