LCBO and Kia partner to encourage Ontarians to ‘speak up and win’

As an extension of its four-year-old social responsibility campaign “Deflate the Elephant,” Ontario’s liquor retailer LCBO has partnered with Kia for the “Speak Up and Win” promotion, inviting Ontarians to speak up against impaired driving for the chance to win the use of a 2014 Kia Rondo for one year. The LCBO approached Kia (both […]

As an extension of its four-year-old social responsibility campaign “Deflate the Elephant,” Ontario’s liquor retailer LCBO has partnered with Kia for the “Speak Up and Win” promotion, inviting Ontarians to speak up against impaired driving for the chance to win the use of a 2014 Kia Rondo for one year.

The LCBO approached Kia (both longtime partners of MADD Canada) with the idea of a contest to encourage and promote responsible hosting, said John Pace, vice-president and director of client services at One Advertising, the LCBO’s social responsibility business agency of record..

The LCBO has also released a new “Deflate the Elephant” 30-second TV spot that began airing on Dec. 1. According to Pace, the goal is to get hosts thinking about accountability earlier in the planning process.

“We’re taking a 360 -degree responsible hosting approach. Our message has been about getting the host to stop a guest from drinking and driving the moment it happens. We wanted to cement responsibility sooner in the planning process, specifically about how people are going to get home.”

Other elements of the integrated campaign include banner ads, English and French print ads in the holiday issue of LCBO’s Food & Drink magazine, a dedicated Facebook page and a website . A new feature called “The Podium” has been added to the site, which invites people to share their ideas on entertaining and how to prevent impaired driving.

Creative for “Speak Up and Win” is appearing in LCBO stores throughout December on point-of-sale screens, shelves, shopping carts, checkout counters and parking lot signs. Kia is also promoting the contest at various dealerships across the province.

Developed by One (formally Due North Communications), the $1.4 million “Deflate the Elephant” campaign was first launched in December 2009. The “Speak Up and Win” promotion launched Dec. 1 and will run until Jan. 4.

Brands Articles

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season

O.B. tampons challenges women to ‘Give us one period’

Campaign aims to educate non-users and break down barriers to usage