CCIQ
Advertising campaignTo encourage Quebec City residents to buy local, the Quebec City Chamber of Commerce and Industry (CCIQ) entrusted us with developing an advertising campaign spanning fall 2022 to winter 2023.
Chambre de commerce et d’industrie de Québec
By offering high-quality products and personalized service, local merchants attract and retain customers who make the neighborhood come alive. Greetings are exchanged on street corners, laughter blends with the aroma of fresh bread. In short, a lively neighborhood is attractive, and the more attractive it is, the more valuable it becomes. Faced with this observation, we developed a campaign line that reflects the importance of these shopping habits: Quand on achète local, c’est tout le quartier qui s’enrichit (When you buy local, the whole neighbourhood benefits).
We then made it visual with a frame-by-frame motion design video. In continuity with the campaign conducted in 2021, the scenario incorporates the initial features: a neighbourhood comes to life as inclusive characters drawn in pencil wander through it. The impact of buying local is symbolized by sudden bursts of color and festive sounds. The crescendo implies that a neighbourhood is not complete without its residents, its entrepreneurs, its workers, and above all, its sense of community. The advertisement concludes with an invitation to obtain the Québec Quartiers card, offering a 50% bonus on amounts spent at participating businesses. Based on the urban landscape of Quebec City, the illustrations served as brand elements that can be adapted to other campaign initiatives.
We focused on a wide-reaching campaign with ads on Google and Meta to maximize the number of users viewing the motion video and becoming aware of the offer. This approach allowed us to minimize the cost per thousand impressions (CPM), thus optimizing the budget. The digital strategy included geofencing with Propulso to target users frequenting local businesses, as well as a programmatic campaign, broadcasting the motion video to people with an interest in buying local. Our media plan included TV and radio placements as well as a content creation strategy with influencers to cover all channels to reach our targets.
The campaign exceeded our expectations: all Québec Quartiers cards were sold out after only three weeks of advertising placements, while we had planned for eleven. These results demonstrate the impact that a carefully crafted message can generate when combined with strategic thinking to achieve its objectives.
