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April 2007 - Strategy Magazine
Media

Media deconstructed
Connected

In this second instalment of Media Deconstructed, we take a look at some of Canada's top youth plans. As with last issue, these campaigns illustrate the "Connected" theme through many touchpoints, they micro-target and they play to the strengths of each media opportunity.

When we put out the call for the best media plans of the past year, we received a plethora of excellent studies which we whittled down to a handful that were a true mash-up of creative and media, and in many cases, amplified the core idea with an innovative and integrated approach.

The campaigns profiled here - including Genesis Media's highly interactive back-to-school work for Hilroy, and the sexy launch of the LG Chocolate cellphone from Mediaedge:cia - speak to younger demos in their own language via layered and entertaining offerings. A few effectively deployed a specific tactic in a highly relevant platform: PHD's launch of Hershey's Kissables uniquely integrated its product into MuchMusic content; while OMD's work for McDonald's harnessed mobiles as a sandwich sampling mechanism. (OMD also used mobile in a series of youth plans for McD's, including "Wake Up Call," for its breakfast menu. By registering their cells online, teens got a morning wake-up call from a Much VJ, downloaded the "I'm lovin' it" ringtone, and got the chance to win an iPod.)

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