Brand visionaries, seasoned strategists, and creative leaders at heart, Hudson Creative Agency believes that creativity is the catalyst to developing successful businesses. We’re an advertising company that creates iconic brand stories for our clients inspired by the intersection of design, interactive and advertising.
National Brand Made Regional
HCA leads the creative and brand development for Rogers in Atlantic Canada.
Rogers Communications Inc., a leading national provider of Wireless, Digital Cable TV, High Speed Internet and Home Phone services, needed to increase awareness of Rogers’ services in New Brunswick and Newfoundland. They were having difficulty developing messages that resonated in their Atlantic footprint.
Craft messages for Rogers in both official languages and more importantly, tailor the French at a regional level, personalizing the message with the goal of portraying Rogers as a friendly, familiar and local service provider. HCA conducted market specific research and developed a unique selling focus and approach for the region communicating “value”.
“Bringing value home” was created, enabling Rogers to deliver hard-driving retail offers through genuine, real Atlantic Canadian characters and places. HCA developed unique ad campaigns including TV, radio, online advertising, outdoor advertising, new media advertising (washroom ads, cinema ads, ads projected on outdoor buildings) and a series of innovative, attention-grabbing direct mail pieces.
On top of achieving all sales goals outlined by Rogers, HCA was also recognized for producing Rogers most successful direct mail campaign ever, country-wide, generating results 300% greater than average.
Behavioural Change to Die For
HCA creates an edgy, powerful ad campaign discouraging, and potentially eliminating, the use of tanning beds by teens.
Prom has been identified as a time of year when high school students, especially young women, begin tanning to avoid looking pale at the prom. It is important that they are reminded that tanning isn’t safe and pale skin can be attractive.
Shock females aged 16-24 about the risks of using a Tanning Bed for prom. Time to give young women a damn good reason to change their tanning behaviour.
Using online, social media, and guerilla tactics, an unforgettable visual gets the point across that “tanning beds are not worth dying for.” The ad, which was endorsed by the Canadian Cancer Society, depicts a teenage girl in a bathing suit and sun-tanning goggles, basking in the glow of ultraviolet rays - but in a casket. The ad copy reads: "Using a tanning bed for prom? Know what you're getting into."
The online campaign was a success with more than 2,600 youth age 18-24 clicking through to the website. In addition to the click-throughs, the campaign garnered more than 8-million impressions, with 143,400 Facebook Youth in New Brunswick exposed to our message up to 55 times over the 25 day phase.
Taking Northumberland to a Pure #1 in the Marketplace
HCA gives New Brunswick consumers a reason to choose Northumberland over the competition.
With the purchase of Baxter Dairy by national dairy giant, Saputo, coupled by the loss of shelf space aggressively bought up by the competition, Northumberland needed to stabilize its market share and rebuild its brand in New Brunswick. It was clear that consumers, for the most part, did not see much distinction from one brand of milk to another.
Based on consumer research, HCA developed a brand positioning that Northumberland is New Brunswick’s “only Dairy”. Consumers suggested Northumberland was a true New Brunswick icon, as it’s the only dairy left in the province that is owned by New Brunswickers.
Driven by TV, HCA developed a creative direction communicating Northumberland as The Only Dairy That’s Pure New Brunswick. Creative featured scenarios positioning Northumberland using iconic New Brunswick imagery, as well as inciting pride using a “buy local” message.
Northumberland experienced an increase of several percentage points immediately and has continued to grow market share over the past seven years with HCA as a strategic partner. Today, Northumberland enjoys the leadership role in the Province.