2023 Winner
SilverBest in Durable Goods
SilverBest Cultural Insights
SICO
"Honouring Quebec"
PHD Montreal
"Honouring Quebec"
PHD Montreal
SICO is a paint brand proudly founded in Quebec. Now that production has been relocated to Ontario, it's even more important for the brand to maintain its strong bond with Quebecers.
The campaign therefore had two distinct objectives. To maintain SICO's position as a leader in Quebec, with the help of local media and generate in-store visits.
Quebec is a unique province within Canada, as it is the only French-speaking province. To demonstrate how SICO knows Quebec better than any other paint, SICO relied on the province's most differentiating and unifying element: its unique language.
Having been present in the Quebec market for over 80 years, SICO's colors are inspired by the Quebec way of life. From poutine and maple syrup to the unique festivals, references to Quebec are a profound inspiration for SICO’s paint names.
With this campaign, they need to convey the strong bond between SICO and Quebecers. How they did it? By pairing the names of SICO color palettes with the unique interests and passions of Quebecers.
To demonstrate that SICO is part of Quebecers’ daily lives, they created over 80 different executions in more than 20 hyper-contextual environments. That's more than 240 SICO colors honoring Quebec's unique language! And what better way to maximize engagement with the brand and Quebec than to leverage their local media?
They partnered with various local media that would connect us directly to Quebecers in a hyper-contextual manner. Each placement featured a different color from the SICO palette, linked to a Quebec interest in a channel loved by the population. With this approach, they were able to reaffirm SICO's leading position in the province.
In collaboration with Quebec's best-known chef, Ricardo, they developed a new advertising format that allowed us to create new recipes based on the SICO color names. Each recipe featured an ingredient corresponding to a color of the SICO palette (e.g.: basil leaf, lemon tart or vanilla powder). The agency extended the reach of their colorful recipes with a wide presence in La Presse+, one of Quebec's most popular newspapers.
Quebec's favorite small talk? The weather! They created a unique placement that was triggered during TV weather reports according to the actual temperature. If it was sunny, the creative would feature a color palette associated with good weather (e.g., sun cream for a sunny day), while if the weather was rainy, a bad weather creative would be featured (e.g., gray skies for a rainy day).
To integrate Quebec's favorite dating app, they were the first advertiser in the category to integrate Tinder with a contextual SICO color palette in the colors of love.
The SICO colors also celebrated a range of interests of Quebecers across the province. The agency integrated the following environments in a hyper-contextual way: vacation sites, lifestyle sites, online music platforms, beauty salons, shopping malls and various Quebec-specific festivals.
To round off this unique campaign, a contest was held giving Quebecers the chance to win a board game created from scratch by SICO. More than 8,000 Quebecers entered the contest.
The strength of this campaign lies in its unique creative approach, which resonated in every corner of Quebec, and the use of 240 different colors, highlighting the unique language of their
beautiful province.
One of the most creative aspects of the campaign was the creation of a brand-new advertising format with Ricardo, and the exceptional collaboration to develop it. Exploiting this unique content on various Quebec platforms also enabled us to increase the campaign's reach and engagement with the brand.
What's more, the use of several unexpectedly innovative partners such as La Presse+, Rouge, Tinder and Expedia enabled us to integrate the daily lives of Quebecers in a contextual way, and thus create a strong bond with SICO.
By celebrating the uniqueness of Quebec through its color palette, SICO has maintained its position as Quebec's favorite paint brand!
The campaign also generated 660,000 engagements with the brand in various environments, in addition to generating 16,450 in-store visits.
For a campaign honoring Quebec, 75% of the campaign's investments were made in
local media, including 50% in digital.
Finally, SICO was the first paint brand to receive 31,000 matches on Tinder.
A great example of brand love!
The campaign therefore had two distinct objectives. To maintain SICO's position as a leader in Quebec, with the help of local media and generate in-store visits.
Quebec is a unique province within Canada, as it is the only French-speaking province. To demonstrate how SICO knows Quebec better than any other paint, SICO relied on the province's most differentiating and unifying element: its unique language.
Having been present in the Quebec market for over 80 years, SICO's colors are inspired by the Quebec way of life. From poutine and maple syrup to the unique festivals, references to Quebec are a profound inspiration for SICO’s paint names.
With this campaign, they need to convey the strong bond between SICO and Quebecers. How they did it? By pairing the names of SICO color palettes with the unique interests and passions of Quebecers.
To demonstrate that SICO is part of Quebecers’ daily lives, they created over 80 different executions in more than 20 hyper-contextual environments. That's more than 240 SICO colors honoring Quebec's unique language! And what better way to maximize engagement with the brand and Quebec than to leverage their local media?
They partnered with various local media that would connect us directly to Quebecers in a hyper-contextual manner. Each placement featured a different color from the SICO palette, linked to a Quebec interest in a channel loved by the population. With this approach, they were able to reaffirm SICO's leading position in the province.
In collaboration with Quebec's best-known chef, Ricardo, they developed a new advertising format that allowed us to create new recipes based on the SICO color names. Each recipe featured an ingredient corresponding to a color of the SICO palette (e.g.: basil leaf, lemon tart or vanilla powder). The agency extended the reach of their colorful recipes with a wide presence in La Presse+, one of Quebec's most popular newspapers.
Quebec's favorite small talk? The weather! They created a unique placement that was triggered during TV weather reports according to the actual temperature. If it was sunny, the creative would feature a color palette associated with good weather (e.g., sun cream for a sunny day), while if the weather was rainy, a bad weather creative would be featured (e.g., gray skies for a rainy day).
To integrate Quebec's favorite dating app, they were the first advertiser in the category to integrate Tinder with a contextual SICO color palette in the colors of love.
The SICO colors also celebrated a range of interests of Quebecers across the province. The agency integrated the following environments in a hyper-contextual way: vacation sites, lifestyle sites, online music platforms, beauty salons, shopping malls and various Quebec-specific festivals.
To round off this unique campaign, a contest was held giving Quebecers the chance to win a board game created from scratch by SICO. More than 8,000 Quebecers entered the contest.
The strength of this campaign lies in its unique creative approach, which resonated in every corner of Quebec, and the use of 240 different colors, highlighting the unique language of their
beautiful province.
One of the most creative aspects of the campaign was the creation of a brand-new advertising format with Ricardo, and the exceptional collaboration to develop it. Exploiting this unique content on various Quebec platforms also enabled us to increase the campaign's reach and engagement with the brand.
What's more, the use of several unexpectedly innovative partners such as La Presse+, Rouge, Tinder and Expedia enabled us to integrate the daily lives of Quebecers in a contextual way, and thus create a strong bond with SICO.
By celebrating the uniqueness of Quebec through its color palette, SICO has maintained its position as Quebec's favorite paint brand!
The campaign also generated 660,000 engagements with the brand in various environments, in addition to generating 16,450 in-store visits.
For a campaign honoring Quebec, 75% of the campaign's investments were made in
local media, including 50% in digital.
Finally, SICO was the first paint brand to receive 31,000 matches on Tinder.
A great example of brand love!
Credits
PHDSICO
Substance