Page 28 - Internationalist Magazine 2013 66

CTC, Upgrade to Canada

OMD International (Multinational)

For the Canadian Tourism Commission, the mission
was clear: to harness Canada’s collective voice promoting

their country around the globe. However, despite its
huge offering, Canada has recently seen a drop-off in the

difference between those who intend to book and those
that actually booked trips. Barriers to purchase such

as cost and lesser known landmarks mean that Canada
is often ‘saved for later.’ Unlike the US, Canada suffers

from a lack of exposure as attractions are not immediately

recognizable. Familiarity on itinerary and routes to take is
Clean & Clear, (Johnson & Johnson),
also very low.
Girl’s Night In Initiative (Local)

Clean & Clear had a vision to become the #1 Teen CTC’s irst business objective was to accentuate the

skincare brand within the MENA (Middle East North magic and appeal of Canada by demonstrating its beauty
Africa) region. Regionally, skincare for teenage girls is and diversity and creating momentum for discussion

very basic; many are apt to use only soap and water when and sharing on social and campaign sites. The second
breakouts occur.
objective was to increase bookings and consequently

visitors to Canada completing advised itineraries and
Teen girls living in the Middle East are not so different activities. Identifying and collaborating with Expedia CTC

from teens living anywhere else. They love the same was able to leverage their voice and strong reputation,

music, movies and pop icons. However, in the Middle driving a positive reaction towards Canada. With the
East, there are no traditional ‘teen media’ outlets targeted partnership and habits of the target audience the strategy

speciically to like Teen Vogue or Seventeen magazine. was completely digital.
In conservative countries such as Saudi Arabia, teens

are heavily restricted, especially young women who are For almost everyone, Canada is a long-haul destination,
not allowed to go out alone or interact socially with the so cost is a huge factor when planning to travel there.

opposite gender. As a result, most of their entertainment Previous campaign research (Source: CTC) shows that
takes place at home where they are allowed supervised affordability suffers when compared to competition such

visits with close friends.
as the USA. Our two target groups, the Free Spirit and

Cultural Explorer, seek unstructured, spontaneous travel.
The one thing that helps them cope with new They crave escapism and with a penchant for risk, they

responsibilities and changes is her best friend. Based on enjoy exploring places in depth.They also like to throw
this knowledge, Clean & Clear developed a strategy they themselves into the local culture and are very conscience

coined “BFF”, based on the insight that “everything is of value for money. They are inspired by word of mouth
better with my best friend.” The strategy was to integrate from peers and (around 75%) use the web to plan trips.

Clean & Clear into their teen target’s fun friend moments Our groups are also enthusiastic advocators when
and create experiences BFFs can share together. They returning home.

knew the best place to reach the teen girl audience was
in the home. They also knew that a favorite pastime was
We achieved the irst objective with 1.3million views
to enjoy a ‘girls’ night in’ complete with laughs, snacks (Source: YouTube), 30%

and a movie. So Clean & Clear partnered with one of
over-delivery against our
the region’s lead female TV channels to sponsor their initial goal. Visits to

weekend movie on a long-term basis.
the campaign website
exceeded 150,000

The 26-week sponsorship became much more than a
with an overwhelming
list of weekly movies. It was an entire in-home movie amount via referral

platform where teens can digitally interact with the with Facebook driving
movies and the brand and share memorable experiences. 87% and 93% (Source:

Each week, teenage girls go to Clean & Clear Arabia’s Agency Research) of
Facebook brand page to prepare for the perfect “Girls
French and German
Night In.”. Clean & Clear Arabia’s Facebook Fans site trafic respectively.

increased by 35% in less than one month and continues to 7 point above average
grow as more Teen girls participate in ‘Girls’ Night In.’
increase in both France

and Germany.

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