Canadian Academy of Recording Arts and Sciences
Entertainment / Culture / Leisure
Digital, Indoor, Outdoor
The objective of this campaign was to create hype to celebrate Canadian music and artists, to promote the 2015 JUNO Awards Broadcast and JUNO public events, as well as increase awareness and viewership of the 2015 JUNO Awards Broadcast.
Hamilton and Toronto dwellers.
Strategy and Media Used:
In terms of creative, the JUNO Awards chose to use larger than life images of 2015 JUNO Awards performers and the host (Jacob Hoggard) along with a call to action to purchase a ticket or watch the show on CTV. They also ran a sweepstake on subway and streetcar interior cards using #JUNOS to drive conversation and engagement online. The campaign ran on PATTISON’s network. The execution included one digital superboard on the Gardiner, four digital hoirzontal posters in Hamilton, the digital TTC network, 336 TTC subway and streetcar interior cards and 104 king posters on streetcars and buses.
Strongest ticket sales in years. 30,000 attendees during JUNO Week events. 5.3 million unique viewers watched the 2015 JUNO Awards broadcast across Canada. Estimated reach of 1 billion+ users on Twitter with 18 #JUNOS related trending topics.