Case Studies

The Game of THINGS

CAMPAIGN OVERVIEW:

No special skills required, just a sense of humour! The Game of THINGS® is the perfect game for family and friends—and all sorts of occasions! THINGS… was invented by three Canadians—brothers Tom and Ted Quinn and childhood friend Mark Sherry—who were just trying to make each other laugh. After they decided to put the game on the market, THINGS… immediately took off! In 2006, the Canadian Toy Testing Council (CTTC) recognized THINGS… with a Children’s Choice Award, which is given to the top 10 toys of the year. THINGS… is so fun that over 1.5 million copies have been sold across North America, and in November of 2013, the game received the TAGIE (Toy & Game Inventor) Award for Excellence in Game and Design at the Chicago Toy & Game Fair (CHiTAG). As a result of the success it had with the PR launch of THINGS in 2007, smitten was retained once again to help generate media exposure for THINGS… during the 2013 holiday period.

STRATEGY:

With only three weeks until Christmas, smitten was faced with the task of securing print, online and broadcast media coverage nationally to increase awareness for the game. The primary key message of the campaign was to encourage Canadian families and friends to spend quality time together during the holidays with the help of THINGS… To convey this message, smitten pitched broadcast interviews with THINGS… co-creator Tom Quinn, as well as product placements in gift guides.  smitten successfully secured coverage with the following media outlets: The Calgary Sun, The Toronto Sun, The Regina Leader-post, Daytime Toronto Roger’s TV, CHCH Morning Live, CTV Morning Live Atlantic, Global Montreal Morning News and 660 News—which was syndicated 17 times over two days.

 RESULTS:

  • Total impressions secured: 3,208,100+

Bramalea City Centre

CAMPAIGN OVERVIEW:

Bramalea City Centre (BCC) is the premier shopping centre in the City of Brampton. In the spirit of giving thanks, BCC joined forces with Knights Table, a local Brampton charity, to launch the BCC Rise and Shine Cereal Food Drive leading up to Thanksgiving Day, 2013. The campaign was designed to educate the local community about the importance of breakfast by collecting boxes of cereal from October 4 – 14 for local children’s breakfast programs. smitten was tasked with generating buzz, while simultaneously informing the community that the mall was open for Thanksgiving Day. This joint campaign granted shoppers the opportunity to drop off boxes of cereal to BCC, while enjoying extended holiday shopping hours.

STRATEGY:

As the most important meal of the day, breakfast food items are highly sought-after products by food banks. In response to this need, smitten successfully engaged in targeted outreach to selected media including broadcast, print, online-print media and social media influencers for both campaigns. For a final push, a Thanksgiving Day news release included a last call to action for shoppers to donate boxes of cereal by Thanksgiving Day. As part of smitten’s efforts, achieved within a limited budget, BCC was mentioned on CP24’s “For Goddness’ Sake” segment, CH News, Access Peel, 680 News, online media outlets, and in social media outlets, further establishing BCC’s online presence.

RESULTS:

BCC Cereal Drive

  • 665 boxes collected (i.e. 12,703 bowls of cereal)
  • Total impression secured: 22 million+

Best Health Magazine

CAMPAIGN OVERVIEW:

Best Health magazine offers savvy Canadian women fresh, breakthrough articles to help them “Look Great, Get Healthy, Eat Well and Embrace Life.” Inspired by a popular concept featured in the pages of the magazine, the editors of Best Health created the Swap & Drop Diet—a uniquely Canadian approach to slimming down. smitten was tasked with generating a buzz about the book and leveraging the expertise of two spokespersons.

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Lavalife

CAMPAIGN OVERVIEW:

Lavalife, a leading singles-oriented media and entertainment company focused on building and developing multi-channel “Social Dating” communities hosted a national competition to find Canada’s 10 most eligible singles—with the smarts, looks and winning personalities to carry the prestigious title of “Top Single”. smitten was retained to plan, manage and execute a weekend of activities and red-carpet events in celebration of the competition and in honour of the program’s 10 finalists.

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Royal LePage

Francine Countryman is a real-estate agent who specializes in the beautiful neighbourhoods of Milton, Cambellville and Oakville – matching families with their dream home, ideal investment property or fantastic first home.

smitten ensured all gifts created for Francine’s holiday giveaways and client-appreciation event represented her genuine gratitude for her clients. Gifts included children’s holiday stockings, s’mores, hot chocolate and nutcracker gift sets, and sophisticated whisky rocks. Clients were as pleased with Francine’s customer service and commitment to excellence as they were with their home purchase.

Sotto Sotto

Sotto Sotto is a cornerstone of the Toronto restaurant scene. The ambience of a wine cellar in Rome coupled with the culinary workings of award-winning Owner and Chef Marisa Rocca, makes Sotto Sotto the ultimate Italian experience.

smitten was able to enhance the experience through Sotto Sotto’s holiday-gifting campaign. Marisa’s love for food was reflected in the Sotto Sotto tea, salad and cheese-themed gift baskets curated by smitten. The list of recipients of the gourmet baskets included luxury-hotel concierges, school teachers and members of the restaurant industry in Toronto. Quality and creativity were paramount in both the presentation and selection of items.

Four Seasons Hotel

The Four Seasons Hotel is renowned for its superior level of customer service, attention to detail and luxury accommodations. Their quality is unsurpassed in the hospitality industry and, when it comes to their choice in guest requests and gifts, they chose smitten to curate only the best of the best.

From last-minute orders to exquisite gourmet food baskets, smitten chose from North America’s top suppliers to create beautifully hand-wrapped baskets, ready to ship locally and nationally.

Creating experiences that inspire, engage and entertain.

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369 Eglinton Avenue West
2nd Floor
Toronto, ON M5N 1A3
T. 416.782.2300
contact@smittencreative.com

Follow Us

Contact Us

369 Eglinton Avenue West
2nd Floor
Toronto, ON M5N 1A3
T. 416.782.2300
contact@smittencreative.com

© Copyright 2015 smitten creative boutique. All Rights Reserved.
© Copyright 2015 smitten creative boutique. All Rights Reserved.