2023 Winner
BronzeBest in OOH Platforms - Budget Over $100,000
SICO
"Moving Partner"
PHD
"Moving Partner"
PHD
During the summer moving season, Sico, the #1 paint brand in the province, wanted to maintain its champion position in terms of awareness and consideration. To do so, Sico positioned itself as Quebecers’ perfect “moving partner”.
Every 1st of July, an important event happens in Quebec: people move. They mean, lots of people. It’s their National Moving Day! This creates the perfect timing for selling paint. However, movers have so many things to think about when planning their move such as changing their address, packing all their belongings, renting a moving truck… and the list goes on. Paint is often the last thing on their mind. Movers often feel like they can’t do everything on their own to save money, it’s as if they would need to clone themselves to be able to check everything on their todo list.
And let's face it, moving is stressful... and expensive!
Since cloning someone is still not possible, it was the perfect opportunity for Sico to become Quebecer’s perfect “moving partner” & simplify their painting journey. Sico decided to bring paint directly to movers instead of having it the other way around. What’s a better time saver than Sico delivering paint directly to you instead of you having to get in your car, drive to the store, wait for your paint cans to be ready and then having to drive back home? Yep, pretty much nothing!
To position Sico as the perfect “moving partner”, they first identify all pain points in the moving and painting journey so they could provide tools to simplify their life. Many time-consuming tasks & pain points were identified such as, having a hard time choosing the right paint color that will match your new space, no time to go to the hardware store to select the colors for your new home, no newspapers to protect your floors while painting or to wrap your precious belongings and the fear of making a mistake when painting.
Once the pain points in Quebecer’s life were identified, it was time to act on it. Sico partnered with different local medias to provide tips & tools directly to movers.
No time to select your colors for your new home? Sico’s got you. In collaboration with Publicité Sauvage, they put up a 40-foot-long impactful mural in one of Montreal’s busiest neighborhoods.
The mural was made from more than 286 removable Sico color swatches from which people could
pick their favorite color swatch and take it home. No need to make a detour to the
hardware store anymore!
In need of paper to protect your floors while painting? With less printed newspaper being distributed, movers must add yet another thing to their to-do list. To overcome that, Sico partnered with Metro, a local newspaper, to collect their unsold copies and distribute them to actual movers. No need to worry about finding paper to wrap everything up anymore! Sico also took the opportunity to advertise their current promotion within these newspapers, again trying to help movers by allowing them to save money on their favorite products.
Afraid you’re going to make a mistake when painting your new space? Sico created online articles with local digital partners to give them professional tips & tricks to make their painting project a success.
Above all this, Sico positioned itself as the perfect “moving partner” all over the digital space by leveraging multiple ‘’moving’’ audiences and platforms known to be popular during moving season such as Facebook’s Marketplace.
Sico truly understood its consumers: moving is not an easy thing to plan, and painting is not the top priority. So Sico became the perfect “moving partner” and provided the necessary tools to movers to make their moving and painting journey easier and less scary. Not only did they provide Quebecers with tips & tricks to simplify their journey, but they also delivered tools such as color swatches, newspapers and painting gear directly in movers’ new home. Further contextual placements such as programmatic display, social and search helped to specifically target people that were planning to move and increase their reach.
By going directly on the field, Sico had the chance to connect directly with thousand and thousand of movers and help them simplify their most busy and complex day of the year.
A total of over 13 million digital impressions and 36,000 engagements were delivered in less than 2 weeks on that niche audience. Even though a lot of people move in Quebec, it’s still a small audience to reach meaning that results are leaner than other worldwide campaigns!
In less than two weeks, more than 138,000 people were exposed to the mural and all of the 286 color swatches were taken home by Quebecers. More than 1000 unsold newspaper copies were given a second life and ended up directly in mover’s new home, positioning Sico as their perfect
“moving partner”!
Every 1st of July, an important event happens in Quebec: people move. They mean, lots of people. It’s their National Moving Day! This creates the perfect timing for selling paint. However, movers have so many things to think about when planning their move such as changing their address, packing all their belongings, renting a moving truck… and the list goes on. Paint is often the last thing on their mind. Movers often feel like they can’t do everything on their own to save money, it’s as if they would need to clone themselves to be able to check everything on their todo list.
And let's face it, moving is stressful... and expensive!
Since cloning someone is still not possible, it was the perfect opportunity for Sico to become Quebecer’s perfect “moving partner” & simplify their painting journey. Sico decided to bring paint directly to movers instead of having it the other way around. What’s a better time saver than Sico delivering paint directly to you instead of you having to get in your car, drive to the store, wait for your paint cans to be ready and then having to drive back home? Yep, pretty much nothing!
To position Sico as the perfect “moving partner”, they first identify all pain points in the moving and painting journey so they could provide tools to simplify their life. Many time-consuming tasks & pain points were identified such as, having a hard time choosing the right paint color that will match your new space, no time to go to the hardware store to select the colors for your new home, no newspapers to protect your floors while painting or to wrap your precious belongings and the fear of making a mistake when painting.
Once the pain points in Quebecer’s life were identified, it was time to act on it. Sico partnered with different local medias to provide tips & tools directly to movers.
No time to select your colors for your new home? Sico’s got you. In collaboration with Publicité Sauvage, they put up a 40-foot-long impactful mural in one of Montreal’s busiest neighborhoods.
The mural was made from more than 286 removable Sico color swatches from which people could
pick their favorite color swatch and take it home. No need to make a detour to the
hardware store anymore!
In need of paper to protect your floors while painting? With less printed newspaper being distributed, movers must add yet another thing to their to-do list. To overcome that, Sico partnered with Metro, a local newspaper, to collect their unsold copies and distribute them to actual movers. No need to worry about finding paper to wrap everything up anymore! Sico also took the opportunity to advertise their current promotion within these newspapers, again trying to help movers by allowing them to save money on their favorite products.
Afraid you’re going to make a mistake when painting your new space? Sico created online articles with local digital partners to give them professional tips & tricks to make their painting project a success.
Above all this, Sico positioned itself as the perfect “moving partner” all over the digital space by leveraging multiple ‘’moving’’ audiences and platforms known to be popular during moving season such as Facebook’s Marketplace.
Sico truly understood its consumers: moving is not an easy thing to plan, and painting is not the top priority. So Sico became the perfect “moving partner” and provided the necessary tools to movers to make their moving and painting journey easier and less scary. Not only did they provide Quebecers with tips & tricks to simplify their journey, but they also delivered tools such as color swatches, newspapers and painting gear directly in movers’ new home. Further contextual placements such as programmatic display, social and search helped to specifically target people that were planning to move and increase their reach.
By going directly on the field, Sico had the chance to connect directly with thousand and thousand of movers and help them simplify their most busy and complex day of the year.
A total of over 13 million digital impressions and 36,000 engagements were delivered in less than 2 weeks on that niche audience. Even though a lot of people move in Quebec, it’s still a small audience to reach meaning that results are leaner than other worldwide campaigns!
In less than two weeks, more than 138,000 people were exposed to the mural and all of the 286 color swatches were taken home by Quebecers. More than 1000 unsold newspaper copies were given a second life and ended up directly in mover’s new home, positioning Sico as their perfect
“moving partner”!
Credits
PHD MontrealSICO
Substance