Challenge

Sico is especially proud of its Quebec roots and the strong relationship it has built with Quebecers over 80 years. The brand is delighted to be the paint of choice for Quebec consumers but doesn’t take their love for granted. Aware that competitors from elsewhere are increasingly squeezing their way into the local market, Sico wanted to reaffirm the privileged relationship it enjoys within the province of Quebec.

Strategy | Creative Idea

We created more than 150 distinct, colourful nods to Quebec culture, then presented the homages in every nook and cranny of the province. Using both digital and traditional placement, each colourful reference was located in a strategic place chosen for its local relevance. In each offensive, the mention of the colour—with its reference—was presented on a Sico palette. Quebecers found colourful tributes to Quebec songs in music venues, colourful homages to its cinema in movie theatres and colourful mentions of local literary works in bookstores. The individual creative placements went as far as paint names based on animals displayed in the woods near campgrounds and aboard cruise ships sailing up and down the St. Lawrence River.

Outcome

True to themselves and their culture, Quebecers were delighted, as the results show:

More than 1.5 million impressions in earned media
An engagement rate 3 times the average
27% higher recall than the industry average
A video completion rate 4 times greater than the industry average

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