Looking for new business in the want ads.
With $1.2 billion in revenues, more than 600 locations and headquarters in Montreal, when I noticed that Dollarama was advertising for an in-house package designer, I jumped at the chance to get a foot in the door and see if the agency could fill this role and perhaps more. Speaking with the client revealed that Dollarama applied the same principles to its advertising strategy that it did to purchasing. It had to be inexpensive and have a huge ROI. We came up with some clever yet inexpensive ways to deliver the message, using almost exclusively the stores as media.
Keeping the brand top of mind once the consumer left the store, we came up with these nifty little coin clings to be applied by the cashiers. They were created in every denomination, to be sure that noone left without one. We also created coupon books to be handed out in the vicinity of new store openings, in line with the in-store poster work.
