Patrick Morin, le Centre de la Rénovation is a wholly Quebec-owned family business. The renovation company was founded in Sainte-Marcelline, a municipality in the Lanaudière region, by Mr. Patrick Morin and his wife, Denise Benny. Today, the Group comprises more than twenty (20) renovation centres throughout Quebec.
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TV Ads
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Radio Ads
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CHALLENGE • As part of a geographic expansion strategy, 30&1 was mandated to develop a campaign that would increase brand awareness for the Quebec-based business.
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STRATEGY • The campaign played off the theme Faites de vous un Patrick Morin (Be a Patrick Morin): Simply put, a “Patrick Morin” is defined as a do-it-yourselfer who gives their very best, in everything they do. • Use mass media to reach a large consumer audience, and develop TV and radio ads that use a humorous approach to build brand affection and equity. • Revamp the company’s corporate calendar, distributed free of charge throughout Quebec, to feature customer photos (real-life Patrick Morins) for each month of the year. • Organize a contest and field activation to leverage a Phototour theme in eight (8) cities across Quebec, encouraging customers to become a Patrick Morin.
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IMPACT • +12% sales increase during campaign deployment. • 19% growth in website traffic.
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