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Jean Coutu launches summer vacation contest

Contest promotion hopes to stap into the spark of youth

A child’s excitement ahead of summer vacation can be infectious.

So when Montreal-based Bob took on the job of launching this summer’s in-store vacation contest for pharmacy retailer Jean Coutu, it hoped to tap into the spark of youth—with a twist.

Instead of hi-resolution, polished video, the French-language promo spots (one 30 and four 15-second versions) have been crafted from the perspective of a contest winner—in this case, a parent—who is shooting smartphone footage of their kids reaction to learning the family has won  a 5-star vacation.

And if Facebook and Instagram have taught us anything, it’s that parents not only love their kids, but they also love sharing videos and photos of their kids.

“Each spot is made to look like parents have captured their kids’ excitement on the spot with their cellphones,” according to a press release.

Bilingual materials will be on display at more than 400 stores across Quebec, Ontario and New Brunswick, and print creative will run in weekly flyers. The commercials are airing on French-language television in Quebec, and via TVA in both Ontario and New Brunswick, said Bob’s Daniel Guimond in an email to Canadian Grocer's sister publication Marketing.

He noted that running a main, 30-second TV spot, which is then bolstered by shorter, subsequent ads, “has has proven to be effective on reach and sales.”

Plus, using smartphone-style footage also has an added benefit—cost.

“The strategic angle for the retailer in (this) program is to offer its partner a mass media campaign at a lower cost that will profit both the retailer and the vendor,” he said.

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