Challenge:

DealerAccess is an online portal that connects automotive dealers with lenders. It enables dealers to submit applications online to multiple lenders, capture leads online and pull credit reports. DealerAccess was interested in capturing market share from its competitors and promoting their solution to the automotive marketplace. Their current ads did not have strong brand consistently and did not stand out in the publications.

Typically, ads in the automotive trade publications used images of cars, car parts, roads and other vehicle-related imagery. DealerAccess had many ads previous to Kaleidoscope’s campaign that fit into this category, and blended in with the rest of the auto industry advertising.

Kaleidoscope created an ad series that was designed to capture the attention of dealers; we drove the creative to break free from conforming to the auto industry’s standard of advertising and created a campaign that would add value to the company and stand out from the crowd. Kaleidoscope developed a series of “Power Words” that clearly communicated the benefits of their portal over the competition. Visuals of elite athletes were chosen to represent each of these “Power Words” - Fast, Easy, Secure, Flexible, Connected, and Responsive. The athletes were compelling and in motion, strengthening the words with a single strong visual. These ads broke convention, and used activities to replace the obvious images relevant to the industry in which the company does business. The emphasis then became on the single power word and the action that supported it. Additionally, we felt that using people created a more personal connection with the target market and athletes represent motivation, ambition, achievement and excellence.

The tagline created for DealerAccess, in both English and French, was consistent with the ad campaigns and branding developed by Kaleidoscope. “Powering the Deal” was inspired by the company’s business as well as the strong power words communicated in their marketing. The goal was to establish strong brand identity for the company that would be recognized through their logos and ad campaigns.

The basic style of the ads was designed to be consistent to maintain the DealerAccess brand identity. Each ad featured bullet points and prominently displayed lender logos. The ads were produced in French and English and have appeared in: Auto Journal, Canadian Auto Dealer, Canadian Auto World, DesRosiers Automotive Consultants Inc., Year in Review and Used Vehicle Report (Annual publications) and World of Special Finance.

Results:

Excellent feedback and strong presence within the industry was acquired as a result of the innovative and strong campaign and brand development. Within six to eight months, more advertisements were emerging in the auto trade publications that resembled the style Kaleidoscope had adopted for the DealerAccess campaign. The result was awareness of DealerAccess in the trade publications, and a shift in the advertising present in these publications as well.

CIMBL comprises members from all segments of the mortgage industry, in which it is the largest association. CIMBL had a vision to raise standards in the industry and so developed the Accredited Mortgage Professional (AMP) designation. To encourage members to apply for the AMP designation, CIMBL had to promote its benefits to the membership, referral sources, and consumers. Our challenge was to develop this promotion in a series of print and radio advertisements.

The print ads were featured in leading consumer and trade publications including, Metro, Globe and Mail, Investment Executive, CGA Magazine, The Canadian Appraiser, and Canadian Lawyer.

The radio campaign ran on 50 radio stations and was heard by approximately 12 million listeners over a six-week period. The ad also directed the listener to CIMBL’s website as a call to action and to use other media sources for attracting new consumers.

Challenge:
In order to encourage members to apply for the Accredited Mortgage Professional (AMP) designation, CIMBL wanted to promote the benefits of the designation to the membership, referral sources, and consumers.


Solution:
Strategy – Kaleidoscope created a new AMP brand with a tagline “Think Mortgage? Think AMP”. In addition, a series of print and radio ads was developed.

Tactical - Covering national Canada and in both English and French, a 30-second radio ad was developed along with a print campaign of mortgage-related touch points such as “Thinking Mortgage? Tread Carefully” targeted to the novice home buyer; “Feeling Trapped by Mortgage Options?” targeting the renewer and refinancer segment; and “Thinking Mortgage? Think AMP" focusing on brand awareness.

Results:
Radio: This campaign ran on over 50 radio stations and was heard by a consumer audience of approximately 12 million listeners over a six-week period. The call to action directed the listener to the CIMBL web site which provided a “hub” of information for business alliances and consumers.

Print: The media plan resulted in a mix of both consumer and trade placements within high retention pubs such as Metro, Globe and Mail, Investment Executive, The Canadian Appraiser, Canadian Lawyer, CGA Magazine, and included both advertisements and an advertorial for Metro’s in Toronto, Vancouver and Ottawa.

Challenge:
GT Global was a fledgling mutual fund company in the mid 1990s. The challenge was to encourage financial advisors to support the company and promote the funds to their clients. This created a potential risk for them as it was a more difficult sell to encourage clients to invest in funds which they were unfamiliar with.

Solution:
Strategy – We developed a two pronged strategy that promoted the funds to the advisors and the end investor. Along with a comprehensive education component for the advisor, we decided to advertise in trade publications that we knew engaged the audience. We cross referenced our target market with readership and audience to determine the best mix. The campaign included newspaper, magazine radio and television. 

Tactical – We negotiated ad space in Advisor’s Edge magazine as well as in Investment Executive. The messaging addressed the superior track record of the funds and proposed ways to use these funds to build their business and attract new customers. This was supported by a mass advertising campaign with a call to action for the consumer to contact their financial advisor. 

The consumer campaign consisted of advertisements in the Financial Post (now the National Post) and publications such as Mutual Funds Canada. The television ads included stats indicating forecasted growth, encouraging the audience to invest. A series of five ads were developed that ran on national syndicated shows such as Traders. A series of radio ads were developed following the same theme and ran nationally, sponsoring programs such as “Money Matters” and others with investment themes.

Results:
GT Global substantially increased consumer awareness and advisor feedback indicated that their customers were asking for GT Global funds. As we were among the first to advertise on television, the exposure was very high and very effective. 

Note: Kate Taylor created this program while in the employ of GT Global Inc.