Friday, 14 March 2008
TV PRODCO’S PRODUCT PLACEMENT DEAL SPINS INTO CLIENT MULTI-PLATFORM ADVERTISING CAMPAIGN
TORONTO, (Canada), March 6, 2008 – Impressed with the success of their product placement on the Outdoor Life Network (OLN) series Ed’s Up!, Terra has hired Toronto-based television production company Peace Point Entertainment Group to produce a national bilingual (English and French) multi-platform advertising campaign for 2008.
Peace Point Entertainment Group is a leading Canadian producer of entertaining media. They are currently producing television series and documentaries for Food Network Canada, OLN, TVtropolis, Global TV and Science Channel USA.
"Our product placement deal with Peace Point went so well that I was interested to see how else they could help Terra with their marketing efforts in 2008," says Terra's Marketing Manager, Jason Redding. "We are very excited about Peace Point's innovative campaign as it speaks directly to our target market."
Conceived by Craig Fleming, the Ed’s Up! television series producer, and Eric Blais, Peace Point's Director of New Media, Terra Works Here / Terra performe au travail is an innovative and riveting multi-platform advertising campaign aimed at the male 18 to 45 demographic. It includes six, 15 second television commercials, a companion website and an online contest where users submit their personal videos of Terra footwear in action. As an incentive to submit their own UGC, the first 300 video submitters are given a free pair of Terra Work boots.
Shot cinéma vérité style, the television commercials feature the Ed’s Up! crew in Terra footwear as they prepare to shoot a scene in real construction zones, abattoirs and hospitals in New York, New Orleans and Chicago. Each spot ends with the sound of the clapboard and the director shouting "Action".
The first three commercials will air solely in English on The Score and in French on RDS. An additional set of 3 will air this summer.
"This is our first entree into the creation and production of marketing campaigns" says Peace Point Entertainment Group President and Executive Producer Les Tomlin. "Although unusual for us, it is a natural extension of the product placement relationships we've fostered with our television series over the past five years." The newly appointed Director of Sponsorship for strong>Peace Point Entertainment Group, Lulu Vibert adds "successful companies are looking for new and original opportunities to help set their brands apart and no longer rely solely on conventional avenues."
The campaign website (www.terraworkshere.com, www.terraperformeautravail.com) reprises the commercials but adds an innovative commerce-inspired interactive twist. By rolling over the footwear, website visitors access additional information on the products displayed on their screen. In between each commercial, website visitors are invited to Live Like A Rock Star.
The online contest Live Like a Rock Star invites users to submit their own 15 second Terra commercial. Using a cell phone or a video camera, contestants are invited to shoot Terra footwear "on the job" and submit it by May 30th, 2008. Along with being published on the website and entered for the grand prize, the first 300 submissions get a free pair of men's Terra Pulse shoes!
Website visitors are invited to rate and comment on all video submissions until August 31, 2008. The creator of the highest rated video wins the grand prize: the opportunity to Live Like A Rock Star! This includes a weekend stay in a Toronto 5 star hotel, use of a luxury car for the weekend, dinner in a trendy restaurant, a swag bag and much, much more.
Terra Footwear is Canada's leading safety footwear designer and manufacturer with a global product assortment and distribution. The Terra brand constantly designs and develops innovative products that evolve with emerging customer demands and workplace technologies to provide some of the best safety footwear available. Terra Footwear, and its parent company Kodiak Group Holdings Inc., is located in Cambridge, Ontario with domestic manufacturing facilities in Harbour Grace, Newfoundland.
For more information and video clips, log onto: www.peacepoint.tv or www.foodjammers.com.
For more media information, please contact:
Michael Joseph Ianni / Daniel Paquette
Daniel Paquette Public Relations
416 413-7714