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Scott McKay is a Toronto strategist, writer, creative director, patient manager, half-baked photographer and forcibly retired playwright.

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    Friday
    Jan222010

    Zellers Toyland Christmas DM


    the challenge: to differentiate Zellers from the competition in an extremely price-based "commodity" category at a key time of year for retailers

    the creative strategy: to see the typical "low prices" story in a new way, while showing a wide range of product and incorporating personalized rewards coupons

    the execution: toys protest the low prices that Zellers is selling them for – they are worth far more, so they want parents to get them out of the store (and personalized Hbc Rewards coupons are an added incentive)

    the result: numbers are not known, but anecdotal stories from store and marketing staff tell of a very strong and memorable impact with parents shopping for toy gifts at the busiest time of year

    the team: Jim Wortley (AD), Scott McKay (CW), Fransi Weinstein (CCO) at Tattoo the Agency

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