Campaign details

Agency: Havas Canada
Advertiser: Aric Guité
Category: Targeting

Section I — Case Parameters

Business Results Period (Consecutive Months): March – June 2016
Start of Advertising/Communication Effort: March 14, 2016
Base Period as a Benchmark: January – December 2015
Geographic Area: Toronto, Ontario, Canada
Budget for this effort: $0 – $50,000

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

This case demonstrates that by using a low cost, hyper-targeted approach in an innovative way, we were able to outperform all business objectives of the campaign and build relationships that will continue to generate future business.

For decades, advertising photographers have been reaching out to Art Directors in the same way – they mail out postcards with examples of their portfolio. And in all that time, these printed promos eventually end up in the exact same place – the recycling bin. Toronto-based photographer Aric Guité approached us to help him find an entirely new way to capture the attention of ad professionals and also to showcase his varied photographic skillset. We specifically targeted a curated list of individual Art Directors on their favourite social media platform, Instagram, capturing their attention with complimentary photography and witty copy.

Section II — The Client's Business Issues/Opportunities