2 the story of frank & gordon grant stockwell marketing association for credit unions june 7 th,...
TRANSCRIPT
![Page 1: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/1.jpg)
![Page 2: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/2.jpg)
2
The story of Frank & Gordon
Grant Stockwell
Marketing Association for Credit UnionsJune 7th , 2007
![Page 3: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/3.jpg)
3
Overview
• Who are the Bell beavers?
• The marketing behind the pelt
• Beaver evolution and refinement
• Results
![Page 4: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/4.jpg)
4
Who are the Bell Beavers?
![Page 5: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/5.jpg)
5
• Comes from a small village• Humble beginnings• A loner• Not a monogamist• Went to Hollywood
to become an actor
Frank
![Page 6: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/6.jpg)
6
Gordon
• From a very comfortable
suburban background• Has many siblings
– made fun of him
because he was different– smaller, fatter, naive, etc…
• Is a loner too
![Page 7: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/7.jpg)
7
Their Story
• Met in a park• Gordon followed Frank• Frank found success in Hollywood• But not Gordon• Gordon returned to Canada• Frank missed Gordon• He too returned to Canada• They auditioned for Bell and got the job!
![Page 8: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/8.jpg)
8
Who really are the Bell Beavers?
![Page 9: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/9.jpg)
9
Frank / Jules
Frank Jules
Norm MacDonald Patrice Robitaille
![Page 10: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/10.jpg)
10
Gordon / Bertrand
Gordon Bertrand
Kenny Campbell Laurent Paquin
![Page 11: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/11.jpg)
11
The marketing behind the pelt
![Page 12: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/12.jpg)
12
Enjoy the Story?
• Why not?
• Fun escapism
• Enjoyable characters
• Charming personalities
![Page 13: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/13.jpg)
13
What the beavers do for Bell
• Awareness• Charm• Approachability• Messaging continuity• Messaging effectiveness
![Page 14: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/14.jpg)
14
One single, national platform
• Significant milestone for Bell• Reduced costs• Increased impact of spend• Simplified marketing communications• Brought consistency and coherence
![Page 15: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/15.jpg)
15
Beaver evolution & refinement
![Page 16: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/16.jpg)
16
Launch: full background approach
![Page 17: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/17.jpg)
17
Small beavers
![Page 18: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/18.jpg)
18
Western executions
![Page 19: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/19.jpg)
19
Final recipe for a beaver ad…
• Clean background (white)• Beavers visual• Headline (linked to visual and pitch)• Bell product or service• Logo
![Page 20: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/20.jpg)
20
Consumer market ad
![Page 21: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/21.jpg)
21
Out-of-home
![Page 22: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/22.jpg)
22
Business market ads
![Page 23: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/23.jpg)
23
Point of purchase
![Page 24: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/24.jpg)
24
Regional sponsorship
![Page 25: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/25.jpg)
25
Recruitment ads
![Page 26: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/26.jpg)
26
Results
![Page 27: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/27.jpg)
27
Unbelievable
• Olympic execution won “Best liked / most noticed” ad as tracked by Leger Marketing since 2002
• “ Best of the best ” plus four gold awards, CMA 2006• Short list for Marketer of the Year – Marketing Mag• 15 % increase in store traffic and sales• 8 % increase in brand preference• Bell most admired Olympic partner (double nearest
competitor)
![Page 28: 2 The story of Frank & Gordon Grant Stockwell Marketing Association for Credit Unions June 7 th, 2007](https://reader035.vdocuments.mx/reader035/viewer/2022070402/56649f225503460f94c3b39e/html5/thumbnails/28.jpg)