tanya shoemaker portfolio 2011 (edit)

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The road to success embraces change. GENUINE HEALTH PORTFOLIO TANYA SHOEMAKER 2011

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Page 1: Tanya Shoemaker Portfolio 2011 (edit)

The road to success

embraces change.

GENUINE HEALTHPORTFOLIOTANYA SHOEMAKER20

11

Page 2: Tanya Shoemaker Portfolio 2011 (edit)
Page 3: Tanya Shoemaker Portfolio 2011 (edit)

EXIT

FULLY INTEGRATEDCAMPAIGNS

NEXT EXIT

Page 4: Tanya Shoemaker Portfolio 2011 (edit)

QR code polls take interactiveto the next level.

Page 5: Tanya Shoemaker Portfolio 2011 (edit)

PLANET IN FOCUS

Page 6: Tanya Shoemaker Portfolio 2011 (edit)

PLANET IN FOCUSENVIRONMENTAL FILM FESTIVAL “ECO-DEBATE” CAMPAIGN

The Challenge

The annual Planet in Focus International Environmental Film and Video Festival is celebrating its 11th year. As Canada’s largest environmental film festival, the event introduces both international and Canadian talent and issues to Toronto society.

The film festival has had a steady audience growth of around 30% each year, but with only 20,000 current attendees, it was looking to grow faster. The marketing team at Plant in Focus approached us with a simple task in mind: increase ticket sales for 2010. With a low advertising budget and a lack of big sponsors, this campaign required extremely creative thinking.

The Insights and Approach

Planet in Focus had a very niche target audience. Current and past advertising initia-tives had worked well for loyal attendees but did not reach a broader range of potential customers. With the current public interest in the environment, there was a huge oppor-tunity to expand this target base.

We went after Toronto’s population of young intellectuals: a target that we knew would be very receptive to Planet in Focus’s message. These individuals are defined as ‘gener-alists’ who value self-learning. Research showed 18-34 year olds are 20% more likely to be passive environmentalists and those enrolled in university are 44% more likely to be active in cultural activities and social projects.

Our strategy was to introduce the target to Planet In Focus as an event for thinkers, which offered an opportunity to expand their knowledge of issues facing the world today. The young intellectual’s quest for knowledge stems from both a need for self-improvement and a need to maintain an image amongst peers. We wanted to expose the target to interesting and controversial issues that facilitated discussion amongst peers.

We created the ultimate “eco-debate”, an opportunity for this “know it all” audience to engage with like-minded individuals and provide opinions on environmental issues. The campaign challenged individuals‘ knowledge to reveal gaps in the understanding of the environmental topics and fueling the need to get informed.

The Plan

In order to maximize the $50,000 budget, the campaign focused on Toronto’s downtown core and was implemented on a build-up schedule, in the weeks leading up to the festival. There was an emphasis on student-centric St. George and Spadina subway stations, libraries, coffee shops and university campuses, areas frequented by young intellectuals.

We first needed to transform Planet in Focus into an instantly recognizable brand amongst this new broader target group. Chalk art was stenciled on sidewalks and stati-cally charged cling alls were placed around areas frequented by the target, as simple cost effective branding tools. A combination of non-traditional out of home, transit and print media were then used to provoke thought, engage the target and create buzz. Scanable QR codes were placed directly on these ads to facilitate voting.

Experiential marketing teams were used to interact with students on campuses and engage walk by traffic outside movie theaters. Booths incorporated touchscreen Window FX technology, so students could vote in mass on the debate challenges. Large ambient projectors were set up in high traffic areas to display live results.

The PIF website and Facebook page were set up to feature promotional material and display poll results. Individuals unable to ‘join the debate’ in person, were presented with the option to cast votes online.

In order to increase the fanbase, highly targeted facebook ads were purchased, aimed at potential recruits based on common psycographic interests and similar pages ‘likes’. The Facebook page featured daily debates, designed to increase engagement, promoted directly through the display picture. Fans were also empowered and given the opportuity to generated their own polls and content.

Page 7: Tanya Shoemaker Portfolio 2011 (edit)

PLANET IN FOCUSENVIRONMENTAL FILM FESTIVAL “ECO-DEBATE” CAMPAIGN

The Challenge

The annual Planet in Focus International Environmental Film and Video Festival is celebrating its 11th year. As Canada’s largest environmental film festival, the event introduces both international and Canadian talent and issues to Toronto society.

The film festival has had a steady audience growth of around 30% each year, but with only 20,000 current attendees, it was looking to grow faster. The marketing team at Plant in Focus approached us with a simple task in mind: increase ticket sales for 2010. With a low advertising budget and a lack of big sponsors, this campaign required extremely creative thinking.

The Insights and Approach

Planet in Focus had a very niche target audience. Current and past advertising initia-tives had worked well for loyal attendees but did not reach a broader range of potential customers. With the current public interest in the environment, there was a huge oppor-tunity to expand this target base.

We went after Toronto’s population of young intellectuals: a target that we knew would be very receptive to Planet in Focus’s message. These individuals are defined as ‘gener-alists’ who value self-learning. Research showed 18-34 year olds are 20% more likely to be passive environmentalists and those enrolled in university are 44% more likely to be active in cultural activities and social projects.

Our strategy was to introduce the target to Planet In Focus as an event for thinkers, which offered an opportunity to expand their knowledge of issues facing the world today. The young intellectual’s quest for knowledge stems from both a need for self-improvement and a need to maintain an image amongst peers. We wanted to expose the target to interesting and controversial issues that facilitated discussion amongst peers.

We created the ultimate “eco-debate”, an opportunity for this “know it all” audience to engage with like-minded individuals and provide opinions on environmental issues. The campaign challenged individuals‘ knowledge, to reveal gaps in the understanding of the environmental topics and fueling the need to get informed.

The Plan

In order to maximize the $50,000 budget, the campaign focused on Toronto’s downtown core and was implemented on a build-up schedule, in the weeks leading up to the festival. There was an emphasis on student-centric St. George and Spadina subway stations, libraries, coffee shops and university campuses, areas frequented by young intellectuals.

We first needed to transform Planet in Focus into an instantly recognizable brand amongst this new broader target group. Chalk art was stenciled on sidewalks and stati-cally charged cling alls were placed around areas frequented by the target, as simple cost effective branding tools. A combination of non-traditional out of home, transit and print media were then used to provoke thought, engage the target and create buzz. Scanable QR codes were placed directly on these ads to facilitate voting.

Experiential marketing teams were used to interact with students on campuses and engage walk by traffic outside movie theaters. Booths incorporated touchscreen Window FX technology, so students could vote in mass on the debate challenges. Large ambient projectors were set up in high traffic areas to display live results.

The PIF website and Facebook page were set up to feature promotional material and display poll results. Individuals unable to ‘join the debate’ in person, were presented with the option to cast votes online.

In order to increase the fanbase, highly targeted facebook ads were purchased, aimed at potential recruits based on common psycographic interests and similar pages ‘likes’. The Facebook page featured daily debates, designed to increase engagement, promoted directly through the display picture. Fans were also empowered and given the opportuity to generated their own polls and content.

Page 8: Tanya Shoemaker Portfolio 2011 (edit)

The Plan

In order to maximize the $50,000 budget, the campaign focused on Toronto’s downtown core and was implemented on a build-up schedule, in the weeks leading up to the festival. There was an emphasis on student-centric St. George and Spadina subway stations, libraries, coffee shops and university campuses, areas frequented by young intellectuals.

We first needed to transform Planet in Focus into an instantly recognizable brand amongst this new broader target group. Chalk art was stenciled on sidewalks and stati-cally charged cling alls were placed around areas frequented by the target, as simple cost effective branding tools. A combination of non-traditional out of home, transit and print media were then used to provoke thought, engage the target and create buzz. Scanable QR codes were placed directly on these ads to facilitate voting.

Experiential marketing teams were used to interact with students on campuses and engage walk by traffic outside movie theaters. Booths incorporated touchscreen Window FX technology, so students could vote in mass on the debate challenges. Large ambient projectors were set up in high traffic areas to display live results.

The PIF website and Facebook page were set up to feature promotional material and display poll results. Individuals unable to ‘join the debate’ in person, were presented with the option to cast votes online.

In order to increase the fanbase, highly targeted facebook ads were purchased, aimed at potential recruits based on common psycographic interests and similar pages ‘likes’. The Facebook page featured daily debates, designed to increase engagement, promoted directly through the display picture. Fans were also empowered and given the opportuity to generated their own polls and content.

The Plan

In order to maximize the $50,000 budget, the campaign focused on Toronto’s downtown core and was implemented on a build-up schedule, in the weeks leading up to the festival. There was an emphasis on student-centric St. George and Spadina subway stations, libraries, coffee shops and university campuses, areas frequented by young intellectuals.

We first needed to transform Planet in Focus into an instantly recognizable brand amongst this new broader target group. Chalk art was stenciled on sidewalks and stati-cally charged cling alls were placed around areas frequented by the target, as simple cost effective branding tools. A combination of non-traditional out of home, transit and print media were then used to provoke thought, engage the target and create buzz. Scanable QR codes were placed directly on these ads to facilitate voting.

Experiential marketing teams were used to interact with students on campuses and engage walk by traffic outside movie theaters. Booths incorporated touchscreen Window FX technology, so students could vote in mass on the debate challenges. Large ambient projectors were set up in high traffic areas to display live results.

The PIF website and Facebook page were set up to feature promotional material and display poll results. Individuals unable to ‘join the debate’ in person, were presented with the option to cast votes online.

In order to increase the fanbase, highly targeted facebook ads were purchased, aimed at potential recruits based on common psycographic interests and similar pages ‘likes’. The Facebook page featured daily debates, designed to increase engagement, promoted directly through the display picture. Fans were also empowered and given the opportuity to generated their own polls and content.

Page 9: Tanya Shoemaker Portfolio 2011 (edit)

Who will win the ultimate battle?

Global warming or Global Dimming

Who will win the ultimate battle?

Global warming or Global Dimming

Which has a greatereffect on the world?

Economy or Environment?

Genetically ModifiedCrops? Frankenfood

or key to our susainable turue?

LIKE US TO GET INVOLVEDAND JOIN THE DEBATE.

Visit www.planetinfocus.org for live poll results

Join thedebate.

The Plan

In order to maximize the $50,000 budget, the campaign focused on Toronto’s downtown core and was implemented on a build-up schedule, in the weeks leading up to the festival. There was an emphasis on student-centric St. George and Spadina subway stations, libraries, coffee shops and university campuses, areas frequented by young intellectuals.

We first needed to transform Planet in Focus into an instantly recognizable brand amongst this new broader target group. Chalk art was stenciled on sidewalks and stati-cally charged cling alls were placed around areas frequented by the target, as simple cost effective branding tools. A combination of non-traditional out of home, transit and print media were then used to provoke thought, engage the target and create buzz. Scanable QR codes were placed directly on these ads to facilitate voting.

Experiential marketing teams were used to interact with students on campuses and engage walk by traffic outside movie theaters. Booths incorporated touchscreen Window FX technology, so students could vote in mass on the debate challenges. Large ambient projectors were set up in high traffic areas to display live results.

The PIF website and Facebook page were set up to feature promotional material and display poll results. Individuals unable to ‘join the debate’ in person, were presented with the option to cast votes online.

In order to increase the fanbase, highly targeted facebook ads were purchased, aimed at potential recruits based on common psychographic interests and similar pages ‘likes’. The Facebook page featured daily debates designed to increase engagement. Theywere promoted directly through the display picture. Fans were also empowered and given the opportuity to generate their own polls and content.

Page 10: Tanya Shoemaker Portfolio 2011 (edit)

Cause marketing provides solutions for a brand not yet opened to advertising.

Page 11: Tanya Shoemaker Portfolio 2011 (edit)

LULULEMON ATHLETICA

Page 12: Tanya Shoemaker Portfolio 2011 (edit)

LULULEMON ATHLETICA“BONE BANK” OSTEOPOROSIS AWARENESS CAMPAIGN

The Challenge

Lululemon Athletica Inc. is a yoga-inspired athletic apparel company with over 100 locations across Canada and internationally. The company was founded on the idea of a community hub. Stores maintain strong ties to their local neighborhoods, inspiring and empowering individuals to live longer, healthier and more fun lives. Lululemon had not traditionally used advertising in the past, focusing more on grassroots marketing solu-tions.

In fall 2009, Lululemon launched a new subsidiary in Canada, Ivivva Athletica. Ivivva is a dance-inspired line of functional clothing for active and fun girls ages 6-12. With the introduction of this clothing line, Lululemon needed to foster a positive brand image amongst a new target audience: the skeptical and untrusting Generation X parent.

The Insights and Approach

It was essential to understand the psychographics of our target audience, in order to gain their trust. We took our research to the streets, conducting a multitude of intercept interviews. Our investigation showed Generation X parents to be tough, independent, extremely health-conscious and highly involved in their children’s lives. They wanted to make a difference in the world and wanted to be self-actualized. Working with these insights, we decided to focus our efforts on a cause marketing campaign.

We set out to find a cause that Lululemon could effectively embrace in order to increase Ivviva sales and connect with these parents. Research showed osteoporosis, an incurable but preventable Canadian epidemic, to be a perfect fit. The bone weakening disease typically affects women over the age of 50, weakening bones. Contrary to common knowledge, however, the problem begins much younger. Peak bone mass is reached before the age of 16. Pre-emptive dietary and lifestyle changes must be made during childhood.

We created a national bone health campaign, sponsored by Lululemon, to communi-cate to elementary school parents that osteoporosis can be prevented by increasing calcium, vitamin D intake and increasing bone-healthy exercise. As a trusted positive lifestyle brand, we wanted to use Lululemon’s star power to raise awareness about the issue and motivate parents to take action. The main message being communicated was as follows. Think of your bones as a bank account where you make “deposits” and “withdrawals”. Between the ages of 6 and 12, you begin to invest. That way you will have more savings, from which to withdraw later in life.

Page 13: Tanya Shoemaker Portfolio 2011 (edit)

The Plan

A year-long fully integrated campaign was created focusing on the top 6 Canadian markets. A strong emphasis was placed on the summer months, a time when students were off school and outdoors.

Ads with a positive and motivational tone were placed on radio stations with popular morning shows, in community newspapers, parenting magazines and websites, and on transit shelters outside community recreation centers. Non-traditional out-of-home billboards were purchased in children’s hospitals, family friendly gyms, skating rinks, community centres, swimming pool change rooms and at the Toronto Island Ferry wait-ing area. The goal was not simply to raise awareness, but to target parents while with their children.

Unconventional, high reach and cost effective, marketing initiatives were also taken. Advertising appeared on the back of science center admission ticket stubs across Canada. A float was placed Santa Claus parades. Seasonal sponsorship agreements were secured with both Today’s Parent KidSummer and the YMCA. Branded t-shirts were provided to all campers and councilors of 2010 YMCA summer camp programs. Bone Bank™ osteoporosis info packages were sent to Lululemon stores, popular mommy bloggers and established parenting communities.

The ‘Bone Bank™ iPhone app was created to provide a quick and easy way for parents to help their daughters’ track exercise, calcium and vitamin D intake. Functionality allowed it to be used in collaboration with the Bone Bank™ micro site account to track bone-healthy living and upload progress on the go.

The campaign microsite featured tools, information and resources for parents, but most importantly the Bone Bank™ itself, an interactive experience designed to teach girls 6-12 about osteoporosis prevention and help them live a bone-healthy lifestyle. The concept was very simple and user friendly, incorporating 4 intertwined phases: Bank in, upgrade, explore and invite. After creating a Bone Bank™ account, the child would make daily lifestyle changes, to grow her balance. She could cash in at allotted intervals, for person-alized size, colour and pattern upgrades. As a member of a virtual community, she could show off her piggy bank with pride and track the progress of friends. Users were also urged to invite new friends and get them involved, for more redeemable upgrades. The Bone Bank™ was promoted through schools and community programs, inspiring groups of children and classes to enroll in unison.

LULULEMON ATHLETICA“BONE BANK” OSTEOPOROSIS AWARENESS CAMPAIGN

The Challenge

Lululemon Athletica Inc. is a yoga-inspired athletic apparel company with over 100 locations across Canada and internationally. The company was founded on the idea of a community hub. Stores maintain strong ties to their local neighborhoods, inspiring and empowering individuals to live longer, healthier and more fun lives. Lululemon had not traditionally used advertising in the past, focusing more on grassroots marketing solu-tions.

In fall 2009, Lululemon launched a new subsidiary in Canada, Ivivva Athletica. Ivivva is a dance-inspired line of functional clothing for active and fun girls ages 6-12. With the introduction of this clothing line, Lululemon needed to foster a positive brand image amongst a new target audience: the skeptical and untrusting Generation X parent.

The Insights and Approach

It was essential to understand the psychographics of our target audience, in order to gain their trust. We took our research to the streets, conducting a multitude of intercept interviews. Our investigation showed Generation X parents to be tough, independent, extremely health conscious and highly involved in their children’s lives. They wanted to make a difference in the world and wanted to be self-actualized. Working with these insights, we decided to focus our efforts on a cause marketing campaign.

We set out to find a cause that Lululemon could effectively embrace in order to increase Ivviva sales and connect with these parents. Research showed osteoporosis, an incurable but preventable Canadian epidemic, to be a perfect fit. The bone weakening disease typically affects women over the age of 50, weakening bones. Contrary to common knowledge, however, the problem begins much younger. Peak bone mass is reached before the age of 16. Pre-emptive dietary and lifestyle changes must be made during childhood.

We created a national bone health campaign, sponsored by Lululemon, to communi-cate to elementary school parents that osteoporosis can be prevented by increasing calcium, vitamin D intake and increasing bone-healthy exercise. As a trusted positive lifestyle brand, we wanted to use Lululemon’s star power to raise awareness about the issue and motivate parents to take action. The main message being communicated was as follows. Think of your bones as a bank account where you make “deposits” and “withdrawls”. Between the ages of 6 and 12, you begin to invest. That way you will have more savings, from which to withdraw later in life.

Stop osteoporosis with broccoli.

www.bonebank.comInvest in her Bone Health

This “crown jewel of nution” is a great

source of Calcium. Incorporate it into

your growing girl’s diet.

Stop osteoporosis with egg yolks.

www.bonebank.comInvest in her Bone Health

Liver and sardines can be tough sells.Include eggs in your growing girl’s

diet as a source of vitamin D.

Stop osteoporosis by diving.

www.bonebank.com

Invest in herBone Health

The impact of diving has direct benefits

on children’s bone health. Encourage

your daughter to take the plunge.

www.bonebank.com

Invest in herBone Health

Stop osteoporosis with cheese.Second to Ricotta, Swiss and Cheddar

are the most calcium-rich cheeses.

Pack them into your daughter’s

lunch or incorporate them

into bone-healthy snacks.

Invest in herBone Health

BEGIN BANKING

Encourage her to playone of the most effective bone building sports.

Stop osteoporosis with soccer.

www.bonebank.com

Invest in herBone Health

Page 14: Tanya Shoemaker Portfolio 2011 (edit)

The Plan

A yearlong fully integrated campaign was created focusing on the top 6 Canadian markets. A strong emphasis was placed on the summer months -a time when students were off school and outdoors.

Ads with a positive and motivational tone were placed on radio stations with popular morning shows, in community newspapers, parenting magazines and websites, and on transit shelters outside community recreation centers. Non-traditional out-of-home billboards were purchased in children’s hospitals, family friendly gyms, skating rinks, community centers, swimming pool change rooms and at the Toronto Island Ferry wait-ing area. The goal was not simply to raise awareness, but to target parents while with their children.

Unconventional, high reach and cost effective, marketing initiatives were also taken. Advertising appeared on the back of science centre admission ticket stubs across Canada. A float was placed Santa Claus parades. Seasonal sponsorship agreements were secured with both Today’s Parent KidSummer and the YMCA. Branded t-shirts were provided to all campers and councilors of 2010 YMCA summer camp programs. Bone Bank™ osteoporosis info packages were sent to Lululemon stores, popular mommy bloggers and established parenting communities.

The ‘Bone Bank™ iPhone app was created to provide a quick and easy way for parents to help their daughters’ track exercise, calcium and vitamin D intake. Functionality allowed it to be used in collaboration with the Bone Bank™ micro site account to track bone-healthy living and upload progress on the go.

The campaign microsite featured tools, information and resources for parents, but most importantly the Bone Bank™ itself, an interactive experience designed to teach girls 6-12 about osteoporosis prevention and help them live a bone-healthy lifestyle. The concept was very simple and user friendly, incorporating 4 intertwined phases: Bank in, upgrade, explore and invite. After creating a Bone Bank™ account, the child would make daily lifestyle changes, to grow her balance. She could cash in at allotted intervals, for person-alized size, colour and pattern upgrades. As a member of a virtual community, she could show off her piggy bank with pride and track the progress of friends. Users were also urged to invite new friends and get them involved, for more redeemable upgrades. The Bone Bank™ was promoted through schools and community programs, inspiring groups of children and classes to enroll in unison.

The Plan

A yearlong fully integrated campaign was created focusing on the top 6 Canadian markets. A strong emphasis was placed on the summer months -a time when students were off school and outdoors.

Ads with a positive and motivational tone were placed on radio stations with popular morning shows, in community newspapers, parenting magazines and websites, and on transit shelters outside community recreation centers. Non-traditional out-of-home billboards were purchased in children’s hospitals, family friendly gyms, skating rinks, community centers, swimming pool change rooms and at the Toronto Island Ferry wait-ing area. The goal was not simply to raise awareness, but to target parents while with their children.

Unconventional, high reach and cost effective, marketing initiatives were also taken. Advertising appeared on the back of science center admission ticket stubs across Canada. A float was placed Santa Claus parades. Seasonal sponsorship agreements were secured with both Today’s Parent KidSummer and the YMCA. Branded t-shirts were provided to all campers and councilors of 2010 YMCA summer camp programs. Bone Bank™ osteoporosis info packages were sent to Lululemon stores, popular mommy bloggers and established parenting communities.

The ‘Bone Bank™ iPhone app was created to provide a quick and easy way for parents to help their daughters’ track exercise, calcium and vitamin D intake. Functionality allowed it to be used in collaboration with the Bone Bank™ micro site account to track bone-healthy living and upload progress on the go.

The campaign microsite featured tools, information and resources for parents, but most importantly the Bone Bank™ itself, an interactive experience designed to teach girls 6-12 about osteoporosis prevention and help them live a bone-healthy lifestyle. The concept was very simple and user friendly, incorporating 4 intertwined phases: Bank in, upgrade, explore and invite. After creating a Bone Bank™ account, the child would make daily lifestyle changes, to grow her balance. She could cash in at allotted intervals, for person-alized size, colour and pattern upgrades. As a member of a virtual community, she could show off her piggy bank with pride and track the progress of friends. Users were also urged to invite new friends and get them involved, for more redeemable upgrades. The Bone Bank™ was promoted through schools and community programs, inspiring groups of children and classes to enroll in unison.

Get her out onto the court for some

weight-bearing, bone building exercise.

Stop osteoporosis with basketball.

www.bonebank.com

Invest in herBone Health

Get your daughter outdoors and exposed

to the best natural source of Vitamin D.

Stop osteoporosis with sunlight.

www.bonebank.com

Invest in herBone Health

Encourage your daughter to

get out on the ice and begin

building healthy bones. Winter

is a great time to experiment

with new sports and exciting

outdoor family activities.outdoor family activities.

Stop osteoporosis with ice hockey.

www.bonebank.com

Invest in herBone Health

Insert Info Cards Here

www.bonebank.com

www.bonebank.com

Invest in herBone Health

Page 15: Tanya Shoemaker Portfolio 2011 (edit)

The Plan

A yearlong fully integrated campaign was created focusing on the top 6 Canadian markets. A strong emphasis was placed on the summer months -a time when students were off school and outdoors.

Ads with a positive and motivational tone were placed on radio stations with popular morning shows, in community newspapers, parenting magazines and websites, and on transit shelters outside community recreation centers. Non-traditional out-of-home billboards were purchased in children’s hospitals, family friendly gyms, skating rinks, community centers, swimming pool change rooms and at the Toronto Island Ferry wait-ing area. The goal was not simply to raise awareness, but to target parents while with their children.

Unconventional, high reach and cost effective, marketing initiatives were also taken. Advertising appeared on the back of science center admission ticket stubs across Canada. A float was placed Santa Claus parades. Seasonal sponsorship agreements were secured with both Today’s Parent KidSummer and the YMCA. Branded t-shirts were provided to all campers and councilors of 2010 YMCA summer camp programs. Bone Bank™ osteoporosis info packages were sent to Lululemon stores, popular mommy bloggers and established parenting communities.

The ‘Bone Bank™ iPhone app was created to provide a quick and easy way for parents to help their daughters’ track exercise, calcium and vitamin D intake. Functionality allowed it to be used in collaboration with the Bone Bank™ micro site account to track bone-healthy living and upload progress on the go.

The campaign microsite featured tools, information and resources for parents, but most importantly the Bone Bank™ itself, an interactive experience designed to teach girls 6-12 about osteoporosis prevention and help them live a bone-healthy lifestyle. The concept was very simple and user friendly, incorporating 4 intertwined phases: Bank in, upgrade, explore and invite. After creating a Bone Bank™ account, the child would make daily lifestyle changes, to grow her balance. She could cash in at allotted intervals, for person-alized size, colour and pattern upgrades. As a member of a virtual community, she could show off her piggy bank with pride and track the progress of friends. Users were also urged to invite new friends and get them involved, for more redeemable upgrades. The Bone Bank™ was promoted through schools and community programs, inspiring groups of children and classes to enroll in unison.

HOME

EXPLOREBANK INUPGRADE INVITE

SEE HER ACCOUNT BALANCE

This piggy bank belongs toDARIA LEVKO

Toronto, Ontar io

M T W T F S S

VITAMIN D CALCIUM EXERCISE

TANYA SMITH’s Daily Bone Bank Balance

CALCIUM Milk and Milk Products

YOU ARE 22% AWAY FROM TODAY’S CALCIUM UPGRADE

Bone Bank™ Bone Health Calculator

www.bonebank.comInvest in her Bone Health

Enter your age and weight to instantly see how muchVitamin D, Calcium and exercise your body needs daily.

Track your progress as you live your healthy bone life.

Enter your age and weight to instantly see how muchVitamin D, Calcium and exercise your body needs daily.

Track your progress as you live your healthy bone life.

Page 16: Tanya Shoemaker Portfolio 2011 (edit)
Page 17: Tanya Shoemaker Portfolio 2011 (edit)

Guerilla marketingsteams up the OOH

advertising landscape.

ARIZONA ICED TEA

Page 18: Tanya Shoemaker Portfolio 2011 (edit)

ARIZONA® ICED TEANEW HOT GREEN TEA PRODUCT LAUNCH IN CANADA

The Challenge

Arizona® is a well-known brand in the ready-to-drink iced tea category. They challenge themselves to be trendsetters, presenting customers with new developments, bold new flavours and innovative packaging.

Arizona® had recently teamed up with quality tea producer Bigelow®, to introduce tea bag versions of their most popular products. They were the first iced tea company to delve into the world of hot tea. As with any new product launch, Arizona®'s new productline required an awareness campaign.

The Insight and Approach

“Selling a lifestyle, not just a brand.”

Arizona®’s current target demographic is generation Y. We decided to focus our efforts on the same market. This group is predominantly post-secondary students and young urban professionals. They are up to date on the latest fashions, pop culture, music and technology. They crave all things exciting and new, and believe themselves to be cen-ters of influence. They also believe themselves to be unique and invincible, living in the moment.

It was essential that Generation Y see Arizona®’s brand image as youthful, groundbreak-ing and independent. The strategy was simple: communicate the new product launch, while ensuring Arizona® be connected with a bold and trendy urban lifestyle.

We wanted to ensure that the target audiences’ needs were met, while keeping the message as straightforward as possible. We developed a very unique and very visual concept to convey the idea of heat: steam. The playful and slightly risqué campaign tagline read: “Turning up the heat”. It was also essential to the creative strategy that the product packaging be incorporated, to promote impulse, emotion-fueled purchases. The unique Arizona® teabag tag appeared in all visuals. Executions featured scenes relevant to the target audience’s desired trendy urban lifestyles.

The Plan

We focused heavily on downtown cores in major markets across Canada. A shotgun approach was implemented; using key media touchpoints to reach the masses. As the target audience does not respond well to traditional media, innovative solutions were incorporated to communicate the campaign message and break through the clutter.

Page 19: Tanya Shoemaker Portfolio 2011 (edit)

ARIZONA® ICED TEANEW HOT GREEN TEA PRODUCT LAUNCH IN CANADA

The Challenge

Arizona® is a well-known brand in the ready-to-drink iced tea category. They challenge themselves to be trendsetters, presenting customers with new developments, bold new flavours and innovative packaging.

Arizona® had recently teamed up with quality tea producer Bigelow®, to introduce tea bag versions of their most popular products. They were the first iced tea company to delve into the world of hot tea. As with any new product launch, Arizona® new product line required an awareness campaign.

The Insight and Approach

“Selling a lifestyle, not just a brand.”

Arizona®’s current target demographic is generation Y. We decided to focus our efforts on the same market. This group is predominantly post-secondary students and young urban professionals. They are up to date on the latest fashions, pop culture, music and technology. They crave all things exciting and new, and believe themselves to be cen-ters of influence. They also believe themselves to be unique and invincible, living in the moment.

It was essential that Generation Y see Arizona®’s brand image as youthful, groundbreak-ing and independent. The strategy was simple: communicate the new product launch, while ensuring Arizona® be connected with a bold and trendy urban lifestyle.

We wanted to ensure that the target audiences’ needs were met, while keeping the message as straightforward as possible. We developed a very unique and very visual concept to convey the idea of heat: steam. The playful and slightly risqué campaign tagline read: “Turning up the heat”. It was also essential to the creative strategy that the product packaging be incorporated, to promote impulse emotion-fueled purchases. The unique Arizona® teabag tag appeared in all visuals. Executions featured scenes relevant to the target audience’s desired trendy urban lifestyles.

The Plan

We focused heavily on downtown cores in major markets across Canada. A shotgun approach was implemented; using key media touchpoints to reach the masses. As the target audience does not respond well to traditional media, innovative solutions were incorporated to communicate the campaign message and break through the clutter.

Billboards, transit advertising and wild postings were used to generate awareness, maxi-mizing campaign reach and frequency. Non-traditional ads were used in malls, cam-puses and urban areas frequented by the target, to break through the clutter and cement Arizona’s slightly rebellious and non-conformist brand identity. Guerilla tactics were used to create a buzz. As a stunt, mysterious cars with steamed windows were strategically placed in busy parking lots near concerts, sporting events and social hubs in the downtown core of major markets.

The campaign was also supported through online interactive banners and short video spots on popular entertainment websites and youtube chanels frequented by the target. In order to capture viewer attention, the banner ads featured steam programed to follow the user’s mouse. The videos came to life, producing steam that seeped from the ad to engulf the users screen.

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Billboards, transit advertising and wild postings were used to generate awareness, maxi-mizing campaign reach and frequency. Non-traditional ads were used in malls, cam-puses and urban areas frequented by the target, to break through the clutter and cement Arizona’s slightly rebellious and non-conformist brand identity. Guerilla tactics were used to create a buzz. As a stunt, mysterious cars with steamed windows were strategically placed in busy parking lots near concerts, sporting events and social hubs in the downtown core of major markets.

The campaign was also supported through online interactive banners and short video spots on popular entertainment websites and youtube chanels frequented by the target.In order to capture viewer attention, the banner ads featured steam programmed tofollow the user’s mouse. The videos came to life, producing steam that seeped from thead to engulf the user's screen.

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EXIT

ADVERTISINGSOLUTIONS

NEXT EXIT

Page 24: Tanya Shoemaker Portfolio 2011 (edit)

Retail window displaysuse mobile technologyto increase store traffic.

Page 25: Tanya Shoemaker Portfolio 2011 (edit)

BLOOMINGDALES

Page 26: Tanya Shoemaker Portfolio 2011 (edit)

BLOOMINGDALE’SQR CODE ADVENT CALENDAR

The Idea

There is a huge untapped opportunity to use mobile technology in retail settings to connect with customers at the ‘entrance’ phase of the buying behavior process. The Bloomingdales QR Code Advent Calendar, a location-based mobile couponing initia-tive displayed in store windows, was created to pique consumer interest and drive indi-viduals inside.

The Functionality

This concept piggybacks off the popularity of ‘Deal-of-the-Day’ websites and incorpo-rates it into the real-world retail experience. Similar to Groupon, Bloomingdales designers buy in to individual days. The large advent calendar-like displays placed in store windows encourage passers by to scan daily QR codes to uncover in-store deals. Mes-saging instructs the shopper to simply take a photo on their Smartphone to reveal the deal. A promotional code, displayed on their device, can later be redeemed upon checkout. Previous days’ offers are revealed publically to further peak consumer inter-est, and show those who have not yet participated, what they are missing out on.

The Business Value

The promotion is designed to increase Bloomingdales store traffic and store visit frequency. It capitalizes on walk-by traffic and the draw of the store window, an impor-tant primary point of contact between retailer and shopper. 70% of buying decisions are impulsive, made after the customer enters the door. Increasing traffic will increase sales.

This initiative has an element of stickiness to it. The consumer remains curious as to the remaining deals. As they can only be uncovered in person, they are forced to return to the retail outlet to scan QR codes again and again.

Bloomingdales’ highest value customer is the 25-35 year old affluent urban female professional. 79% of this demographic actively use their mobile devices to enhance their shopping experience and are open to receiving purchase incentives. Bloomingdales target audience would be very receptive to this promotion. It would provide the market-ing team with an amazing database of these key customers.

Page 27: Tanya Shoemaker Portfolio 2011 (edit)

BLOOMINGDALE’SQR CODE ADVENT CALENDAR

The Idea

There is a huge untapped opportunity to use mobile technology in retail settings to connect with customers at the ‘entrance’ phase of the buying behavior process. The Bloomingdales QR Code Advent Calendar, a location-based mobile couponing initia-tive displayed in store windows, was created to peak consumer interest and drive indi-viduals inside.

The Functionality

This concept piggybacks off the popularity of ‘Deal-of-the-Day’ websites and incorpo-rates it into the real-world retail experience. Similar to Groupon, Bloomingdales designers buy in to individual days. The large advent calendar-like displays placed in store windows encourage passers by to scan daily QR codes to uncover in-store deals. Mes-saging instructs the shopper to simply take a photo on their Smartphone to reveal the deal. A promotional code, displayed on their device, can later be redeemed upon checkout. Previous days’ offers are revealed publically to further peak consumer inter-est, and show those who have not yet participated, what they are missing out on.

The Business Value

The promotion is designed to increase Bloomingdales store traffic and store visit frequency. It capitalizes on walk-by traffic and the draw of the store window, an impor-tant primary point of contact between retailer and shopper. 70% of buying decisions are impulsive, made after the customer enters the door. Increasing traffic will increase sales.

This initiative has an element of stickiness to it. The consumer remains curious as to the remaining deals. As they can only be uncovered in person, they are forced to return to the retail outlet to scan QR codes again and again.

Bloomingdales’ highest value customer is the 25-35 year old affluent urban female professional. 79% of this demographic actively use their mobile devices to enhance their shopping experience and are open to receiving purchase incentives. Bloomingdales target audience would be very receptive to this promotion. It would provide the market-ing team with an amazing database of these key customers.

BLOOMINGDALE’SQR CODE ADVENT CALENDAR

The Idea

There is a huge untapped opportunity to use mobile technology in retail settings to connect with customers at the ‘entrance’ phase of the buying behavior process. The Bloomingdales QR Code Advent Calendar, a location-based mobile couponing initia-tive displayed in store windows, was created to peak consumer interest and drive indi-viduals inside.

The Functionality

This concept piggybacks off the popularity of ‘Deal-of-the-Day’ websites and incorpo-rates it into the real-world retail experience. Similar to Groupon, Bloomingdales designers buy in to individual days. The large advent calendar-like displays placed in store windows encourage passers by to scan daily QR codes to uncover in-store deals. Mes-saging instructs the shopper to simply take a photo on their Smartphone to reveal the deal. A promotional code, displayed on their device, can later be redeemed upon checkout. Previous days’ offers are revealed publicly to further pique consumer inter-est, and show those who have not yet participated, what they are missing out on.

The Business Value

The promotion is designed to increase Bloomingdale's store traffic and store visit frequency. It capitalizes on walk-by traffic and the draw of the store window, an impor-tant primary point of contact between retailer and shopper. 70% of buying decisions are impulsive, made after the customer enters the door. Increasing traffic will increase sales.

This initiative has an element of stickiness to it. The consumer remains curious as to the remaining deals. As they can only be uncovered in person, they are forced to return to the retail outlet to scan QR codes again and again.

Bloomingdales’ highest value customer is the 25-35 year old affluent urban female professional. 79% of this demographic actively use their mobile devices to enhance their shopping experience and are open to receiving purchase incentives. Bloomingdale's target audience would be very receptive to this promotion. It would provide the market-ing team with an amazing database of these key customers.

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A smartphone app entertains customers, AND drives sales.

GENUINE HEALTH

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GENUINE HEALTHSMOOTHIE BUILDER™ SMARTPHONE APP

The Idea

When attempting to live a healthy lifestyle or follow a dietary plan, individuals often fall into a nutritional rut. The Genuine Health Smoothie Builder™ app was created to help combat the monotony of morning smoothies and post-workout protein shakes.

The Functionality

The user selects one of 5 Genuine Health product line categories (daily health essentials, weight loss, skin and beauty, longevity, stress management), based on personal daily nutritional needs. The concept is simple. Shake your phone to generate random smooth-ies recipes. The functionality is similar to that of a slot machine or game of Yahtzee. Indi-vidual ingredients can be preselected before shaking, using the arrows and HOLD button, to accommodate cravings, groceries at hand, and personal dietary needs. It is a fun way to try smoothie combinations that you might not have thought up on your own. Newly discovered recipes can be stored as favorites or shared online through Facebook and Twitter.

The Business Value

The app is designed to promote the daily use of Genuine Health products and encour-age customers to bundle, combining the use of proteins powders, detoxes and energy boosters in unison within the 5 product lines. The app is up selling product and promoting brand loyalty, while providing an entertaining experience that is beneficial to the user.

Although Genuine Health has typically advertised in nutrition focused-settings, such as naturopathic clinics and natural health stores, the brand has recently signed a contract with Zoom Media and GoodLife, to target consumers from a more fitness-oriented stand-point at gyms across Canada. The Smoothie Builder™ app would be promoted on this new platform, encouraging new customers to incorporate Genuine Health products into their fitness regimes.

Smoothie Builder

Scan to download.

Shake up your morning smoothie routine.

Smoothie Builder

SHAKE up your morning smoothie routine.

What will I throw in todays Daily Essentials smoothie?

HOLD HOLD

ADD TO FAVORITESHINT: Use hold tabs to preselect ingredients before shaking.

HOLD HOLDHOLD HOLD

1CUP Water 1 Banana Berry Proteins+ Daily Detox 2TSP Flax Seed1CUP Water 1 Banana Berry Proteins+ Daily Detox 2TSP Flax Seed

LIQUID FRUIT PROTEIN BOOST EXTRA

Smoothie Builder

Page 31: Tanya Shoemaker Portfolio 2011 (edit)

GENUINE HEALTHSMOOTHIE BUILDER™ SMARTPHONE APP

The Idea

When attempting to live a healthy lifestyle or follow a dietary plan, individuals often fall into a nutritional rut. The Genuine Health Smoothie Builder™ app was created to help combat the monotony of morning smoothies and post-workout protein shakes.

The Functionality

The user selects one of 5 Genuine Health product line categories (daily health essentials, weight loss, skin and beauty, longevity, stress management), based on personal daily nutritional needs. The concept is simple. Shake your phone to generate random smooth-ies recipes. The functionality is similar to that of a slo machine or game of Yatzee. Indi-vidual ingredients can be preselected before shaking, using the arrows and HOLD button, to accommodate cravings, groceries at hand, and personal dietary needs. It is a fun way to try smoothie combinations that you might not have thought up on your own. Newly discovered recipes can be stored as favorites or shared online through Facebook and Twitter.

The Business Value

The app is designed to promote the daily use of Genuine Health products and encour-age customers to bundle, combining the use of proteins powders, detoxes and energy boosters in unison within the 5 product lines. The app is up selling product and promoting brand loyalty, while providing an entertaining experience that is beneficial to the user.

Although Genuine Health has typically advertised in nutrition focused-settings, such as naturopathic clinics and natural health stores, the brand has recently signed a contract with Zoom Media and GoodLife, to target consumers from a more fitness-oriented stand-point at gyms across Canada. The Smoothie Builder™ app would be promoted on this new platform, encouraging new customers to incorporate Genuine Health products into their fitness regimes.

Page 32: Tanya Shoemaker Portfolio 2011 (edit)

Self-serve sampling and experiential marketingcut campaign costs.

Page 33: Tanya Shoemaker Portfolio 2011 (edit)

M.A.C COSMETICS

Page 34: Tanya Shoemaker Portfolio 2011 (edit)

M.A.C COSMETICS‘WONDER WOMAN’ MAC MIRROR MAKEOVER

The Idea

With augmented reality “virtual mirror” webcam tools, individuals can now ‘try on’ cloth-ing, accessories and products without ever entering a store. We expanded on that. As peers and surroundings play large roles in purchase decisions, we adapted the concept to a more social real-life environment. So was born the ‘Wonder Woman’ MAC Mirror Makeover, a makeup ‘sampling’ tool placed in women’s’ resto-bar washrooms.

The Functionality

Removable static cling decals placed on MAC branded mirrors illustrate the new Wonder Woman collection’s colors and styles. By simply repositioning desired decals over your facial reflection, anyone can sample a new shade or rock a bold new look, without ruining their makeup. Similar to paint swatches, these ‘samples’ are designed as takeaways. Women can bring desired colors home to test with different outfits. Each decal features the color name and color code, to make purchasing easy.

The Business Value

This highly targeted initiative hits the consumer at the right place and the right time. Shopping is all about mood. It is all about getting the girl when she feels pretty, glamor-ous and confident. She must be captured in an environment where she has no pressure and is supported by friends. What better time to target her than a night out on the town!

This guerilla-marketing tactic strengthens the current Wonder Woman campaign motto to ‘transform Plain Janes into Glamazons’, building courage, confidence and charisma. It offers an innovative cost effective way to provide ‘makeovers’ without makeup artists and distribute ‘samples’ without brand ambassador or promo teams.

Page 35: Tanya Shoemaker Portfolio 2011 (edit)

M.A.C COSMETICS‘WONDER WOMAN’ MAC MIRROR MAKEOVER

The Idea

With augmented reality “virtual mirror” webcam tools, individuals can now ‘try on’ cloth-ing, accessories and products without ever entering a store. We expanded on that. As peers and surroundings play large roles in purchase decisions, we adapted the concept to a more social real-life environment. So was born the ‘Wonder Woman’ MAC Mirror Makeover, a makeup ‘sampling’ tool placed in women’s’ resto-bar washrooms.

The Functionality

Removable static cling decals placed on MAC branded mirrors illustrate the new Wonder Woman collection’s colors and styles. By simply repositioning desired decals over your facial reflection, anyone can sample a new shade or rock a bold new look, without ruining their makeup. Similar to paint swatches, these ‘samples’ are designed as takeaways. Women can bring desired colors home to test with different outfits. Each decal features the color name and color code to make purchasing easy.

The Business Value

This highly targeted initiative hits the consumer at the right place and the right time. Shopping is all about mood. It is all about getting the girl when she feels pretty, glamor-ous and confident. She must be captured in an environment where she has no pressure and is supported by friends. What better time to target her than a night out on the town!

This guerilla-marketing tactic strengthens the current Wonder Woman campaign motto to ‘transform Plain Janes into Glamazons’, building courage, confidence and charisma. It offers an innovative cost effective way to provide ‘makeovers’ without makeup artists and distribute ‘samples’ without brand ambassador or promo teams.

Page 36: Tanya Shoemaker Portfolio 2011 (edit)

Tanya Shoemaker

[email protected] 1 6 . 3 0 0 . 0 3 0 3

Creative Strategy