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Shoe shine stations to target Canadian businessmen: Newad and UM create a unique brand experience for the Sony Bravia 4K

Newad’s Experiential division is bringing the breakthrough technology of Sony Bravia 4K television to consumers in an unconventional manner by launching pop-up shoe shine stations in Toronto, Montreal and Calgary during June and July.

The purpose of these activations, created by Universal McCann Canada (UM) and Newad, is to reach businessmen in office towers during lunchtime or on their coffee breaks and to provide them with a Sony experience. After being comfortably seated, they will receive a complementary shoe shine all while enjoying the qualities of the Sony Bravia 4k, which provides a resolution four times higher than a Full HD screen. "We searched for the best way to capture and maintain the attention of those hard to reach consumers. In this case, they will be sitting still at one of the Sony shoe shine stations, fully prepared to appreciate the unique qualities of the Bravia technology. Our objective consists of offering a high quality service to promote a high quality product to consumers with significantly higher incomes," mentions Anand Puran, Director, Experiential Marketing - Central Canada at Newad

During their brand experience, participants will have the opportunity to discuss with brand ambassadors who will describe the features, benefits and incomparable resolution of the Bravia 4k. Busy consumers will be able to register for an appointment later in the day that better fits their schedule. Passersby who do not necessarily receive the full experience will still have the opportunity to enjoy the screens, to receive a complementary coffee and to register to receive information as well as for a chance to win a Sony Bravia 4k.

Between eight and fifteen activation days will take place in each of the three markets for a total of 5,400 direct brand experiences. Toronto: Scotia Plaza (June 3-7); Bay Adelaide Centre (June 10-11); Commerce Court (June 17-18); Richmond-Adelaide Centre (June 19-21). Montreal: Place Ville Marie (June 25-28); Place Montréal Trust (July 2-5). Calgary: Bow Valley (June 17-21); Centennial Place (June 24-28).

Agency: UM
Advertiser: Sony
Activation: Newad Experiential

About Newad

Newad reaches the highest concentration of the Young & Affluent in Canada by guiding millions of consumers to four targeted platforms: Indoor, with 21,500 digital and classic boards in over 3,000 establishments and 36.5 million impressions delivered each week; Experiential Marketing, with the production of 250 promotional events per year; Publishing & Content, with numerous Web properties reaching 450,000 visitors each month and the production of branded content (photos & videos, mobile applications, contests, social media management, white label content); and Web, including the Newad OnLine advertising network delivering, each month, 125 million pages views and 7.4 million visitors. Recipient of many prizes rewarding its creativity and innovation, Newad’s 350 employees set the trends in its Montreal, Toronto, Vancouver, Edmonton, Calgary and Moncton offices.


Roxane Trudel
Coordinator, Marketing & Communications
1 866 899-6685