TP1 creates i see mtl campaign for Montreal

#ISEEMONTREAL, November 19, 2014 – Marketing agency TP1 has created an integrated campaign for the i see mtl movement, which was a resounding success and garnered considerable media attention up to and during the November 17 event. The campaign includes web and social media initiatives, print, display and radio capsules, as well as a multi-platform content strategy.

The starting point of the campaign was building the i see mtl blog, which presented issues near and dear to every Montrealer’s heart. Initially, f&co wrote most of the posts, but several Montreal influencers were soon invited to submit blog articles, which added additional voices and greater texture to the campaign.

Some notable contributors include Mélanie Blanchette from restaurant Bouillon Bilk, Gyslaine Desrosiers, former President of Ordre des infirmières et infirmiers du Québec, Marie-Claude Ducas, writer, journalist and blogger, and Arnaud Granata of Infopresse.

The movement’s Facebook and Twitter profiles currently number more the 22,000 fans and 2,500 followers, respectively. Furthermore, the #jevoismtl hashtag has been used more than 8,000 times since the beginning of the campaign.

TP1 also launched and moderated the iseemtl.com website, built on the Crowdicityplatform. Montrealers could use this platform to submit their projects, as well as vote for and comment on their favourite projects.

Within a few weeks, the site registered more than 130,000 visits; during which 15,000 votes were cast, 2,200 comments were logged and 7,700 user profiles were created. In total, almost 300 projects were submitted, of which 180 were formally committed to during the i see mtl event.

In order to make the campaign more accessible and promote the diversity of projects, TP1 also produced five video capsules, which attracted more than 6,000 views. Video capsules featured project leaders, such as entrepreneur Alexandre Taillefer and Emilio Imbriglio, President of Raymond Chabot Grant Thornton, who presented their projects. These capsules could be viewed on YouTube, in the pre-roll of the Radio-Canada website or in ads placed on La Presse+.

Print and interactive advertising was placed in Montreal dailies and across the STM network. Radio spots, also created by TP1, were broadcast on four radio stations (98.5, Énergie, Radio circulation and Virgin Radio).

For the i seel mtl main event, the TP1 team created a video to open the ceremonies and leveraged a group of 15 reporters and specialists to keep the fires burning on social media. Some 800 photos, as well as 6,000 tweets, were shared during the event, helping the #jevoismtl hashtag stay a hot Twitter trend throughout Canada for the better part of the day. A web broadcast of the event was watched by almost 8,000 viewers; meanwhile, during the same period, the i see mtl website registered more than 11,000 visits.

The i see mtl movement was initiated by L. Jacques Ménard, President of the BMO Financial Group, in collaboration with the Board of Trade of Metropolitan Montreal. During the event on November 17, 2014, a total of 1,500 individuals came together to initiate a sustainable recovery plan for our city comprising 180 projects. Philippe Couillard, Premier of Quebec, as well as many ministers, a senator and Denis Coderre, Mayor of Montreal, were on hand for the event.

Credits

Client: Board of Trade of Metropolitan Montreal (Alain Boudreault and Matthieu Csernel)
Account director: Jan-Nicolas Vanderveken
Planning: Jan-Nicolas Vanderveken, Sylvain Letellier
Digital strategy: Sylvain Letellier, Jeremy Duhamel
Project manager: Stéphanie Alghabra-Lebon
Social media strategist and community manager: Jeremy Duhamel
Content strategy and host, video capsules: Catherine Boulay
Creative director: Patrick Williams
Design: Mathieu Duchesne

Brand identity and visuals: Orangetango
Director, video capsules: Geoffroy Hays
Creative copywriting: Sébastien Maheux (La Base)
English translation and adaptation: Adriana Palanca
Blog posts: Louis-Félix Binette (f&co)
Social data analysis: Nexalogy, f&co, TP1
Media placement: Board of Trade of Metropolitan Montreal (Matthieu Csernel)
Social media support for project leaders: Jocelyn Bourbonnais
Event filming and web broadcast: Parce que films
Social aggregation during the event: Questology
The music is a courtesy of Misteur Valaire