When LG Canada wanted to launch its LG POP series of phones, the company turned to High Road, its agency of record, to create a comprehensive integrated PR and marketing program.

In order to build a strong foundation on which to grow an engaged Canadian community and develop sales leads, High Road worked with LG to develop a design theme that would lend itself to a variety of mediums. This included both print and online ad integration, website development, a consumer activation at the Air Canada Centre, a Warner Music Contest, a Pop your Pic photo sharing program, online influencer outreach and traditional public relations.  Additionally, a contest and photo sharing application were launched to encourage prospective customers to sign up for LG’s customer database.

The resulting images and applications were seen around LG Fashion Week, throughout the ACC, and online via social media, as people who Popped their Pics used them as their Facebook and Twitter avatars.

The entire program was created in house by High Road’s integrated digital, design and communications teams.

In the summer 2009, High Road developed a fully integrated campaign for the launch of the City of Ottawa Green Bin program. The primary focus of the program was on social marketing to change behaviours and attitudes around sustainable practices, specifically composting.

The integrated campaign included: media relations, community outreach, advertising, strategic communications, events and school, volunteer and workplace programs. Our digital role was to develop a Web site and social media hub to hold all of the program’s information and assets while engaging Ottawans in a dialogue with their city, their community and their neighbours about the importance of the Green Bin program.  Changing how Ottawans think about and dispose of organics required a fundamental shift in behavior in a population that spans substantial geography, a diversity of demographics, language needs and attitudes on green issues. The Web site would have to offer a little something for everyone in order to be successful.

Thematic brainstorms and continued collaboration drove the development of the design concept including – new content, Flash-based simulations, imagery, social media integration of Facebook, Twitter, YouTube and Flickr as well as future interaction considerations like ward challenges, and games which will be rolled out in phase two and three. Greatly enhanced social features make it easy for users to spread the word to their friends and family online and offline, and encourage them to return to the web site on a regular basis. A full measurement framework was also developed in order for the City of Ottawa to accurately measure the effects of each program asset.

For the fifth installment of Canon Canada’s Other Side program, High Road worked with celebrity chefs including Michael Smith  (Food Network’s Chef at Home/Chef Abroad), Susur Lee (LEE and Madeline’s), Mark McEwan (North 44 and Bymark) and Brad Long (Veritas) to create the “Food For Thought” photo exhibit.

Held the week before Thanksgiving, the chefs donated their creativity by capturing personal photos that embodied the theme “Food for Thought.” In turn, Canon Canada donated $25,000 on behalf of the chefs to Food Banks Canada, which was presented at a private media event at Veritas Restaurant in Toronto.

The response was superb, with the media intrigued with the concept of the chefs’ photography, and engaged in Canon Canada’s philanthropic efforts so close to the Thanksgiving season.