RogersWrapped in Red
Rogers was an m&h client for two years through its creative agency Sid Lee. A production partner of Sid Lee for over 20 years, we collaborated on several brand communication campaigns for Rogers, and notably on numerous retail promotions for their residential, business and mobile services. As these services are highly competitive, they called on our expertise in dynamic creative optimization (DCO) to react in near-real time to the competition’s offerings.
Deliverables
- Creative design
- Front-end development
- Project management
- Proofreading
- Translation
The project
“Wrapped in Red” holiday promo campaign.
The challenge
The holiday season is a key retail sales period for telecom companies, who compete to offer the deals most likely to convert customers to their brand. The promotional period started on Black Friday and spanned to New Years. At any moment, a more aggressive competitive offer can change the game and cause loss of subscription sales, so it was important for Rogers to be reactive and be able to bring new offers to market quickly. Ideally within 24–48 hours. This is not possible with conventional banner routing.
The approach
For the retail trade, DCO is key to bringing offers to market lightning-fast. It was the ideal solution to ensure optimal responsiveness for Rogers during the busy periods from Black Friday through to the end of the holiday season.
- Our designers created banner and social templates that could be dynamically adjusted directly on the media partner’s feed, avoiding traditional trafficking delays with each new offer.
- To ensure that we could react at a moment’s notice, we modified certain shifts to ensure availability of team members until the evening.
- We had a standby weekend team ready to spring into action if an emergency arose.
By using DCO and being adaptable, we contributed to the success of this campaign for Rogers.
The result
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5 offer changes made.
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624 other print and digital campaign assets produced.
