2022 Winner

CASE SUMMARY

Since 1983, the PC Insiders Report has signified the start of the holiday season for Canadians. There’s a sense of nostalgia, comfort, and joy that comes with opening up, exploring, and bookmarking your favourite pages. This year, the PC Insiders Report Holiday edition became the ultimate playbook for each holiday moment. But you don’t experience the holidays on paper – it’s a season of real-living moments for Canadians.

They decided to take the 2021 PC Insiders Report Holiday edition off the page and transform it into a real life experience, making the book’s content come alive through interactive 3D Hologram Technology. They wanted to bring to life the pages of the PC Insiders Report Holiday edition in-store with a large interactive event for their customers that travelled to 3 key markets and 3 different banners. They built a large-scale replica of a double page spread of the book, complete with a built-in sampling station and brought in a new form of Hologram technology which was the first telepresence hologram in Canada. Upon entering the store, brand ambassadors handed out copies of the PC Insiders Report Holiday edition and encouraged customers to visit the activation, where customers could also scan a QR code that took them directly to the digital copy of the report.

At the activation, customers lined up to get a sample of one of their signature Must Try products, including a surprise tasting of one of the season’s hottest items: the PC Hot Chocolate Bombs. They created holographic videos with a selection of the guest editors and PC Chefs featured within the report to showcase their own recipes and tips. Onsite, they showcased a rotation of the videos engaging customers in conversation and highlighting the versatility of their Must Try products, bringing alive the content they would find in the report. When the activation was not in operation they showcased 3D rotating images of 8 Must Try products including the page numbers to reference customers back to the PC Insiders Report Holiday edition content.

On weekends, they added a “live” chef component to the hologram engagement. During the store’s busiest time, a chef stationed in a broadcast studio in Toronto was tele-projected via hologram to the store and surprised customers as he engaged with them one on one. Customers were able to speak to the holographic projection of the chef and ask questions regarding the products and their holiday prep. Upon leaving the activation, customers were encouraged to scan a QR code directing them to their PC Optimum app to see the week’s offers on the Holiday Insiders products. The campaign’s success far exceeded their objectives: +106% of sampling goal, +10K consumer interactions, 14,577,350 media impressions, and +20% YOY growth on holiday products.

Credits

CitizenXM - Experiential
Kevin Wagman. Managing Director
Jennifer Ramsay, Vice President, Experiential
Adam O'Neill, Account Director
Jackie Scrymgeour, Account Manager
Josh Budd, Chief Creative Officer
Mike Lo Nam, Associate Creative Director
Abeer Verma, Associate Creative Director


Citizen Relations PR
Carrie Makrigiannis, Vice President
Jayne Cassidy, Senior Account Director
Cian Murray, Senior Account Manager
Sara Hoffman, Account Manager
Suneera Singh, Account Executive
Julia Orsini, Executive

Citoyen PR
France-Michèle Thomas, Senior Account Director
Fanny Laurin, Senior Account Manager
Rosalie Lavoie , Account Manager
Elizabeth Pangia, Account Executive
Raphaël Boies, Account Executive


Loblaw Agency
Nelly Leone, Senior Manager, Experiential
Daniela Hristovski, Specialist, Experiential
Emily Robinson, Creative Project Manager
Henrietta Poon, Director Editorial Content
Heather Natale, Manager Content & Social Media

Loblaw Marketing
Ryan Machado, Director Brand Strategy & Innovation
Jessica Pollock, Senior Manager, PC Insiders Marketing

Loblaw PR
Megan Menard, Senior Manager, External Communication