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The story of Frank & Gordon

Grant Stockwell

Marketing Association for Credit UnionsJune 7th , 2007

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Overview

• Who are the Bell beavers?

• The marketing behind the pelt

• Beaver evolution and refinement

• Results

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Who are the Bell Beavers?

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• Comes from a small village• Humble beginnings• A loner• Not a monogamist• Went to Hollywood

to become an actor

Frank

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Gordon

• From a very comfortable

suburban background• Has many siblings

– made fun of him

because he was different– smaller, fatter, naive, etc…

• Is a loner too

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Their Story

• Met in a park• Gordon followed Frank• Frank found success in Hollywood• But not Gordon• Gordon returned to Canada• Frank missed Gordon• He too returned to Canada• They auditioned for Bell and got the job!

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Who really are the Bell Beavers?

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Frank / Jules

Frank Jules

Norm MacDonald Patrice Robitaille

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Gordon / Bertrand

Gordon Bertrand

Kenny Campbell Laurent Paquin

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The marketing behind the pelt

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Enjoy the Story?

• Why not?

• Fun escapism

• Enjoyable characters

• Charming personalities

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What the beavers do for Bell

• Awareness• Charm• Approachability• Messaging continuity• Messaging effectiveness

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One single, national platform

• Significant milestone for Bell• Reduced costs• Increased impact of spend• Simplified marketing communications• Brought consistency and coherence

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Beaver evolution & refinement

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Launch: full background approach

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Small beavers

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Western executions

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Final recipe for a beaver ad…

• Clean background (white)• Beavers visual• Headline (linked to visual and pitch)• Bell product or service• Logo

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Consumer market ad

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Out-of-home

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Business market ads

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Point of purchase

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Regional sponsorship

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Recruitment ads

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Results

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Unbelievable

• Olympic execution won “Best liked / most noticed” ad as tracked by Leger Marketing since 2002

• “ Best of the best ” plus four gold awards, CMA 2006• Short list for Marketer of the Year – Marketing Mag• 15 % increase in store traffic and sales• 8 % increase in brand preference• Bell most admired Olympic partner (double nearest

competitor)