Mobile Case Study - Weston Bakeries

• 1. Gadoua MultiGo & Wonder+ InvisiblesProduct Launches Mobile Case Study: Never been seen before results!

2. SmartIdeas TM BSTREET is a marketing communications agency dedicated to creating for your brand. 3. 4. The Challenge

• Gadoua & Wonder were looking to enter into Quebecs and English Canadas healthy white bread segment to compete with POMs Smart Multi-Grain, offering a never seen before soft white format that was made with 14 whole grains.

• BSTREET was asked for an integrated campaign that would provide a strong and compelling reason for trial, build awareness of the brands unique benefits and gain strong trade and sales support through display activation.

5. The SmartIdea

• Never Seen Before was the BSTREET platform that projected the innovative nature of the 14 grain format milled into a smooth textured bread

• The simple image of a magnifying glass exposing the soft and white texture that consumers love, with the goodness of 14 grains their families need, was key to all communication vehicles.

• To connect with consumers in the digital space, BSTREET leveraged Gadouas long-standing relationship with Club des Petits Dejeuner and Wonder+s relatioship with the breakfast club of Canada as the perfect platform to engage consumers to join our efforts to raise money for a very worthy cause providing nutritious breakfasts for children across the province.

6. Planning the rightdigital marketing mix to amplify retail 7. MultiGO Execution 8. Wonder+ Invisibles Execution 9. CAMPAIGN SUMMARY

• Putting it all together

10. The Results

• After 8 weeks Multi-GO took the #1 spot as Quebecs #1 selling bread

• Wonder+ Invisibles also off to a great start (ranking not yet available)

• The mobile media campaign performed above industry norms (and 5x online average)

• • MultiGo Was the best performing campaign in Quebec during our campaign period on the Weather Network

• • Wonder+ Invisibles was among the best performing campaigns of all time on Yahoo mobile

11. IN SUMMARY: MOBILE OUTPERFORMED ALL OTHER DIGITAL CHANNELS 12. 4 key takeaways

• Like online media, mobile media ads perform best when there is a call to action

• Having an actual mobile website (vs a larger version of the Ad or a redirect to the online site) ensures relevance and better user experience which leads to better brand engagement

• Highly cost effective to build a mobile website vs. a mobile application especially if you are looking to build across multiple platforms and easier to drive to mobile web than mobile App for media

• Mobile doesnt replace anything in your digital marketing mix but its an excellent complimentary channel that is getting great measurable results

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• Phil Barrett (.mobi)

• VP Digital & Mobile

• CMA Digital Council

• Mobile Evangelist

• 360 Marketer

• BSTREET Communications

• Toronto & London, UK