In January 2009, the Government of Canada announced the launch of the Economic Action Plan in response to the global economic crisis. A targeted campaign was required to communicate what the Economic Action Plan is, how it supports workers and the unemployed, and to build consumer confidence in the economy.
Acart built on existing creative to develop a fully integrated TV, radio, print, and web campaign that was both personal in approach and informative in nature. Bright colours and floating cameras helped bring the television commercial to life, while the print campaigns were designed to immerse the audience through large photos and realistic scenarios. Unconventional media placements ensured that the campaign stood out from the competition and brought a more dynamic style to the established Economic Action Plan look and feel.
This economic development marketing strategy is creatively cohesive and speaks directly to the audience with simple and direct language.