Groundbreaking Work Safe campaign launched
In partnership with Work Safe Alberta (Alberta Employment and Immigration), RED helped launch a provocative campaign aimed at getting young workers to think twice about their safety. Driven by a powerful series of viral videos, bloodylucky.ca is already creating quite a stir.
Filed under: Campaigns, Client NewsEdmonton Airport Campaign receives top international honours
RED’s YEG/YES campaign produced for Edmonton Airports to promote non-stop destinations has been honoured at North America’s 2008 Excellence in Marketing & Communications Contest. Besting airport powerhouses such as Chicago O’Hare, LAX, Dallas/Fort Worth, Toronto Pearson, Vancouver, and New York LaGuardia, the campaign won first place in various individual categories that ultimately contributed to the top hardware for the Edmonton Airports, the Peggy G. Hereford Award.
The “YEG/YES” campaign helped change perceptions of the airport and increased direct-to-destination travel volumes. It also turned heads.
The campaign also received a 2008 International Summit Award for consumer multi-media campaign.
OK Tire Ranks Tops with J.D. Power and Associates
RED’s client, OK Tire, has ranked highest in customer satisfaction on the J.D. Power and Associates 2008 Canadian Customer Commitment Index Study. With 260 owner-dealers nation-wide, OK Tire moved up four positions from 2007 to take the top spot. More importantly, it’s based on the responses of 17,114 people from across the country – no small feat. To learn more about the award, visit jdpower.com.
Filed under: Awards & Recognition, Client NewsCanadian Direct Financial Launches
Canadian Direct Financial - a division of RED’s client Canadian Western Bank - recently opened its virtual doors. Here’s one of the videos from the campaign.
Filed under: Client NewsOK Tire gets rolling with RED Communications
OK Tire, Canada’s largest independently owned and operated tire retailer, has selected RED Communications to help guide its brand through an era of increased competitiveness. Through a partnership with Quebec agency AMEN Creation, RED will help OK Tire grow the brand presence of its 260 stores across Canada.
Filed under: Client NewsOK Tire Ranks Highest in JD Power Customer Commitment Study
OK Tire ranks highest in satisfying automotive customers in Canada with the service establishment experience, according to the J.D. Power and Associates 2008 Canadian Customer Commitment Index StudySM released today.
The study provides a measure of the service satisfaction and loyalty of owners of 2- to 12-year-old vehicles. Overall customer satisfaction with vehicle service providers is determined by examining five key factors: appointment/check-in, service advisor, work quality, after-service and customer orientation. The study examines customer satisfaction with both dealerships and after-market facilities.
OK Tire achieves an overall index score of 902 on a 1,000-point scale and performs particularly well in work quality and customer orientation—two of the most important drivers of customer satisfaction. Petro-Canada (Certigard) follows OK Tire in the rankings with a score of 886, while Autopro ranks third overall with 881.
The study finds that customer satisfaction with the service experience has risen steadily—up from 826 points in 2004 to 850 points in 2008. The improvement in 2008 is driven by increased satisfaction in the customer orientation, service advisor and work quality factors.
“In addition to improvements in various measures of dealer performance, satisfaction with service delivered by new-car dealers in particular also increased,” said Adrian Chung, manager of automotive syndicated research at J.D. Power and Associates. “This suggests that service centers across the industry are listening to their customers, and putting more focus on improving the overall service experience.”
The study finds that 2- to 12-year-old vehicles account for nearly 70 percent of all vehicles in Canada in 2008. Owners within this category spend an average of $860 annually on service and repairs, creating substantial revenue potential for all types of service establishments.
“Satisfaction with the service experience is essential to increasing customer loyalty, which can have considerable impact on the bottom line for a service establishment,” said Chung. “In fact, with more than 13 million 2- to 12-year-old vehicles on the road in Canada and vehicle owners spending an average of $860 per year, a one-percentage-point increase in share of service visits for either after-market or new-car dealers can potentially lead to a $110 million increase in annual revenue.”
The study also finds that share of service occasions accounted for by the various types of service establishments—including new car dealerships, independent repair shops, quick lubes, tire specialists, auto specialists and mass merchants—shifted slightly in 2008 compared with 2007, with new-car dealers losing market share. The most noteworthy drop in share for new-car dealers was among owners of 2- to 3-year-old vehicles, declining from 75 percent in 2007 to 73 percent in 2008.
Filed under: Client NewsJunior hockey club makes king sized move
The Edmonton Oil Kings won’t play their first hockey game until this fall, but the new Western Hockey League franchise is already running a massive integrated marketing and branding campaign.
The campaign, which launches this week, includes the club’s major season ticket campaign plus a multi-level branding campaign designed to alert Edmontonians to the team’s arrival on the city’s sports scene. The Oil Kings are named for a club that played in Edmonton in the 1950s and 60s.
The ticket campaign includes a new website at oilkings.ca, outdoor, radio and web banner ads, and a redesign of the team’s office, which will soon sport a massive “king size” hockey puck on its roof.
Both the ticket and branding campaign are built around the king size theme.
On the branding side, the Oil Kings will soon unveil a mascot, as well as a video and banners at the Rexall Centre, which will be shared next season by the Oil Kings and the NHL’s Edmonton Oilers.
The campaign is the work of Edmonton’s Red Communications, which is involved in every aspect of the launch, from designing a mascot to traditional advertising to selecting music and movie clips that will play on the scoreboard during Oil Kings’ games. “This is a really great example of a totally integrated marketing campaign,” says Red account director Kristy MacMillan. “We’re not just selling seats, we’re launching a hockey club.”
By Norma Ramage
Filed under: Client News, Feature Articles