The colder it gets…
Mark’s
Cannes Lions
Bronze, Creative Use of Data
Festival of Media
Gold, Best Campaign for Commerce
Festival of Media
Gold, Smart Use of Data Award
Internationalist
Bronze, Local Brand or Service in a Local Market
a challenge to achieve an ambition
Mark's, a major Canadian apparel and footwear retailer, has seen its sales cooled by extreme weather conditions. The goal of our campaign was to turn this icy cold into growth opportunities.
a strategy fueled by data
Our data revealed that Canadians were looking for a little empathy in the face of a particularly cold winter. We decided to translate the sub-zero degrees into in-store percentage discounts, to coax Canadians out of their homes.
an execution driven by creativity
We partnered with the No. 1 source for weather in Canada, The Weather Network. The weather feed automatically activated weather-triggered media actions in the most consulted media channels for weather updates. This included digital outdoor, Facebook, mobile and weather websites across Canada. This allowed Mark’s to promote discounts that were directly related to the current and local weather. This meant that the colder it got, the more Canadians saved at Mark’s.
results that go beyond the objectives
increase in sales compared to the previous year
weather-triggered impressions were delivered
mission accomplished!
David Lui
Vice-President of Marketing, Mark’s
"Innovative and forward thinking is what we strive for every day at Mark's. The retail and marketing world is always evolving and we know we need to constantly change the way we think, so we can continue to move forward and make an impact. As a key partner, touché!, our media agency of record, understands our brand and they delivered a level of creative thinking that brought "The colder it gets" campaign to life."
