Nom du projet
Folk fiction for true content marketing
Lozeau is a specialized photography retailer. The company has established a solid reputation for photography and video in the Quebec market.
The holiday season – and advertisers’ tinsel-themed promotions – can be overwhelming for consumers who can’t (and won’t) take it all in.
Lozeau – Quebec’s iconic retail destination for photography, video and drone gear – hoped to find a way around that issue as they began planning their 2018 holiday push, helmed by Camden. Practically speaking, Lozeau wanted to position their store as the perfect gift-giving destination and add some joy to the consumer experience.
Camden had the audacity to reimagine the beloved French-Canadian folk tale La Chasse-galerie as an interactive experience allowing readers of Quebec's leading tablet newspaper to take control of a flying canoe.
This fun concept was custom-designed for the Christmas edition of the LaPresse+ platform, and enabled Lozeau to cut through the nonstop stream of ads consumers see throughout the holidays.
65% of impressions generated interactions, with an impressive 17 second average per visit. Outstanding results for a campaign directed at an audience with little to no interest in the world of photography.