Perrier chooses Newad for its national Société Perrier campaign
January 17, 2012 —
Perrier (Nestlé Waters) has mandated Newad with the responsibility for the Canadian segment of its Société Perrier 2012 campaign, a wide-ranging operation involving 10 international cities, led by New York’s Mirrorball agency. Newad is the Canadian company responsible for handling all promotional initiatives, both online and experiential, which will take place over the course of 2012 in Toronto and Montreal. The campaign’s aim is to reach young and affluent professionals between the ages of 25 and 39.
This new mandate will involve overseeing the daily management of the societeperrier.com/toronto and societeperrier.com/montreal/ online platforms. One of the website’s most important features is the production of exclusive content, which calls for the contributions of about twenty editors, collaborators and photographers. Tacked on to those duties are the development and execution of social media strategies, contests and sponsorships related to Société Perrier events. Newad will also produce the entire experiential marketing component with prestigious events that will take place in dozens of establishments in Toronto and Montreal.
“We’re very proud to contribute to the success of a brand such as Perrier, who grant us their full and complete confidence in the activation of creative and targeted promotional initiatives. Our contribution is continually evolving, as we now take full advantage of the entirety of Newad’s offer. Compared with previous mandates, we now go way beyond an on the ground logistics team at Société Perrier events,” comments Valérie Gervais, Director, Strategic Planning at Newad.
Newad was specifically chosen for its proven ability to lead operations that require optimal logistics and simultaneous execution, and which make use of its multiple areas of expertise (experiential, indoor advertising, web and social media.) As a reminder, Newad Experiential is one of the most important producers and executors of promotional marketing in Canada, with 250 employees and active agents in six offices across the country.
Highlights of 2011
In 2011, the Société Perrier program was activated by Newad at about thirty events in Toronto and Montreal, directly reaching over 25,000 participants thanks to event sponsorships or the production of events from start to finish. The Facebook page, launched in June 2011, went from 300 to 5,250 targeted fans, thanks to online ad campaigns and the continual promotion of a stream of exclusive content, which is regularly updated by the Newad Publishing team. The Toronto and Montreal tabs of societeperrier.com are fed with new content by this internal team, which generates around 60 exclusive articles monthly, and covers about 20 events, whether through calendars, articles or photo albums. Société Perrier Canada therefore offers a credible source of information about art, culture and nightlife to a perfectly targeted audience.
All details related to this promotional push, which was entrusted to Newad for a fifth consecutive year, will be unveiled throughout the year.
About Newad
Newad reaches the highest concentration of the Young & Affluent in Canada by guiding its millions of consumers to four targeted platforms: Indoor, with 20,000 digital and classic boards in over 2,500 establishments and 36.5 million impressions delivered per week; Experiential Marketing, with the production of 250 promotional events a year; Publishing, with hundreds of digital productions each year as well as the NIGHTLIFE.CA magazine and website reaching 200,000 Montrealers every month; and Web, including the advertising network Newad Online, the design and production of websites, microsites and mobile applications. Newad’s 350 employees and brand ambassadors set the trends in our Montreal, Toronto, Vancouver, Edmonton, Calgary and Moncton offices.
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Information:
Marie-Christine Fournier
Manager, Marketing & Communication
514.278.3222, ext.236
mariechristinef@newad.com