Promoting Local Purchasing - Petite Italie

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Playing the right card to promote local purchasing.

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Having a card up our sleeve.

. Client .

SDC Petite Italie x Hello Network
. Role .

Advertising Campaign

Promoting local businesses and increasing foot traffic in the neighborhood is SDC (Société de Développement Commercial) Petite Italie’s main goal. It is for that purpose that the SDC, in collaboration with Hello Network, creates the “I Buy Petite Italie” program, presenting a prepaid “Hello Visa” card to be used in participating businesses in Little Italy, thus promoting local purchasing. In order to sell 1000 Hello Visa cards fast, a conversion campaign is created, targeting different audiences.

. CREATIVE PROCESS .

// Production of Digital Illustration
// Visual Adaptations
// Graphic Design
// Creative Copywriting

. TERRITORIAL MARKETING .

// Campaign Planning
// Digital Campaign Management
// Media Planning & Ad Buying
// Performance Analysis (KPIs)

Playing an ace card.

In a sea of local purchasing ads, it is important for Little Italy to stand out and highlight its brand’s identity by incorporating its visual style in the campaign. Moreover, the product is the campaign’s focus, supported by a strong call-to-action message for consumers to instantly purchase the cards, because of the conversion objective of the campaign. Therefore, the combination of strong visuals and messages yield successful results, as “I Buy Little Italy” truthfully stands out from the rest of the local purchasing campaigns in Montréal.

// Key Visual

A winning mix.

For a campaign to be successful, it is imperative to communicate to the right people, at the right time and on the right channels. In the case of Little Italy’s local purchasing campaign, paid advertising, organic posting on social media and the use of traditional media (such as posters, stickers and off-media communications), come together as one in a winning combination.

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// Poster

Target, aim and shoot the right message.

The use of different media is not enough to get results, having a strong rollout strategy is also necessary. The campaign uses different targeting techniques in order to quickly and effectively reach the neighborhood’s primary audiences, followed by a larger audience once the number of consumers in the primary audiences lowers. This rollout strategy gets all the cards sold in a fortnight at a low conversion cost, when Little Italy’s expectations are for the cards to be sold in a month and a half.

// Flyer