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Papa Johns

August 27th, 2024

Papa Johns

A piece of the pie: Elevating a beloved brand across Canada.

Opportunity

Papa Johns came to zag with a mission to increase its presence in a fiercely competitive market and deepen its connection with Canadian consumers. Not only did they need a strategic partner to amplify brand visibility and drive sales, but to cultivate lasting loyalty in an increasingly fickle category.

Approach

We embraced the challenge with a holistic strategy that combined sharp market insights, bold creative execution, and cutting-edge digital engagement. Our focus was on crafting targeted strategies, punchy copywriting, and eye-catching graphics — all designed to resonate deeply with Canadian audiences.

Execution

  • Creative Concept: The award-winning “However You Slice It” campaign was anchored in the universal appeal of pizza, using creative storytelling to highlight the diverse ways people enjoy Papa Johns. The concept emphasized personalization, making pizza moments unique and relatable. 
  • Media Strategy: We deployed a multi-channel media strategy that spanned targeted digital ads, social media campaigns, and traditional media placements. Each channel was carefully selected to ensure maximum reach and engagement, with messaging that aligned seamlessly with the campaign’s inclusive theme. 
  • Brand Engagement: The campaign’s visual identity featured vibrant, mouthwatering imagery combined with bold, playful typography. This was consistently applied across all touchpoints, including digital banners, in-store materials, and promotional merchandise, creating a cohesive and memorable brand experience. 
  • Award-Winning Impact: This creative effort proudly brought home an Award of Excellence for Communication Management – Marketing, Advertising, and Brand Communication, underscoring the campaign’s success in driving both brand affinity and business results. 

Results

zag continues to be the proud Agency of Record for Papa Johns Canada, the Ontario Marketing Group, and a myriad of individual franchisees, acting as the Canadian creative and media lead across all channels. This includes TV, radio, digital, social media, flyers, box toppers, and everything in between. Our integrated approach has solidified the Papa Johns’ competitive edge, ensuring consistent brand resonance and consumer loyalty across every medium and market segment.

Testimonial

“The However You Slice It campaign perfectly exemplifies why we choose zag. We were seeing a lull in our sales and zag responded with funny, eye-catching creative and strategic ad placements that resonated with our target audience and built our brand awareness, resulting in a significant boost in sales during and after its run!”

Flagstaff County

August 22nd, 2024

Flagstaff County

Escape to simplicity: Showcasing the charm and craftsmanship of the Flagstaff Region. 

Opportunity

Take a Moment Campaign

The Flagstaff Region is a warm and welcoming group of communities in eastern Alberta. Filled with ample camping, golfing, and wholesome experiences, it makes from an incredible getaway from the hustle and bustle of city living. 

The issue? Flagstaff was seeing a decline in the number of travellers visiting the region and a shortage of young couples and families looking to settle down. Ripe with industry, stunning landscapes, and family-friendly amenities, it was clear that the challenge was solvable using smart marketing.  

Flagstaff Crafted Gift Guide

The gift that keeps on giving, Flagstaff Crafted is a program run by Flagstaff County that enhances the exposure of local makers, artisans, and retailers. They knew that businesses were suffering in 2020 due to the pandemic and wanted to do something about it. With zag on board, the focus turned to boosting sales and awareness in preparation for the holiday season. 

The audience for this project was residents of Flagstaff County and surrounding areas, specifically people searching for a unique handmade gift item — not something from a big box store, but something with a story. 

Approach

Take a Moment Campaign

zag set out to introduce travellers to the charming experiences waiting for them in the Flagstaff Region. The creative featured the line “Take a Moment” painted across dreamy scenes captured around the beautiful settings of the Region, urging viewers to slow down and get back to a simpler way of living. The custom photography and videography featured just a snippet of the lakes, golf courses, walking trails, and vintage barns found in Flagstaff, positioning it as the perfect locale to bring that dream to life. 

Flagstaff Crafted Gift Guide 

zag created the Flagstaff Crafted 2020 Gift Guide to highlight local businesses. We collected information, planned the layout, wrote copy, and designed it all into an attractive, impactful guide. The virtual guide includes easy, clickable links to the product pages on the makers’ websites for quick and effortless shopping. It also features holiday themed bundles and snippets of business owners’ personal stories to foster connections with new audiences. 

Execution

Take a Moment Campaign

zag designed and executed a comprehensive media campaign that significantly elevated Flagstaff’s visibility and reputation. By leveraging a diverse array of marketing channels—including Meta, out-of-home (OOH) advertising, Google Ads, and YouTube—zag not only captured widespread attention but also fostered greater awareness and engagement. This multifaceted approach propelled Flagstaff to new heights, ensuring a lasting impact across multiple platforms and reaching a broad and diverse audience.

Flagstaff Crafted Gift Guide

A compelling creative concept, engaging copywriting, striking graphic design, and custom illustrations, all meticulously crafted to bring the Flagstaff Crafted 2020 Gift Guide to life. We see the bigger picture and were dedicated to creating something that would effectively highlight local makers and their unique products to truly make a difference in their lives and community.

Awards

This all resulted in both a breathtaking advertising campaign that would pique adventure enthusiasts across Western Canada as well as a beautiful gift guide featuring local craft. Oh, and did we mention we took home 3 EDAC awards, an Alto, and an IABC Silver Leaf Award? 

Take a Moment Campaign

The campaign creative was recognized nationally with four awards from the Economic Developers Association of Canada (EDAC), including their highest accolade, a Marketing Canada Award. In addition, “Take a Moment” was recognized for its tourism excellence by Travel Alberta, winning the 2018 Award of Marketing Excellence Campaign or Project in the $25,000 – $75,000 category. 

Flagstaff Crafted Gift Guide

The Flagstaff Crafted Gift Guide was recognized nationally, winning two IABC Canada awards in 2021, including an IABC Capital Award of Excellence in Communication Skills in the Publications category as well as an IABC Silver Leaf Award of Excellence in Communication Skills in the Publications category.

Interested in the numbers? Check out full results and metrics in detail below.

Results

Take a Moment Campaign

The campaign ran from April 30th to June 24th and saw significant success in digital measurement and tourism spend in the region:  

  • The client experienced a 23% increase in revenue across Flagstaff County-owned campgrounds, and all regional golf courses reported an increase in bookings. 
  • The Battle River Train Excursion, a featured regional activity, saw continued growth, allowing the program to expand its offerings, renovate its train station, add two part-time staff, and gain a feature by CBC: Our Edmonton. 
  • The Heritage Barn Tours were highlighted, resulting in 208 total sales of the Heritage Barns of Flagstaff Volume 1 book, exceeding the sales goal by 148. 
  • The campaign generated substantial earned media, leading to the client’s first interviews about Flagstaff with Global Edmonton and CBC Radio, along with numerous inquiries about billboards and bus shelters. 
  • The campaign achieved a click-through rate of 14.46% on Google Search dynamic ads and 489,288 impressions on Google Display ads, with click-through rates as high as nearly 1% on some creative. 
  • YouTube ads reached a completion rate of nearly 52.44%, with close to 150,000 impressions. 
  • On Facebook, the campaign received over 300,000 impressions, 29 reactions, 19 comments, 42 shares, and 35 new page likes. 
  • The campaign significantly drove traffic to the Flagstaff website, with Google ads accounting for 50.91% of the traffic and Facebook advertising responsible for an additional 36%, resulting in an increase of 7,547 new users during the campaign period. 

Flagstaff Crafted Gift Guide

  • 3 of 4 items made exclusively for the Gift Guide sold out 
  • 52.9% of all website users checked out the Gift Guide 
  • 5 makers made their first ever website in order to participate 
  • 46% of listed products on participants’ websites sold out during the guide’s run 
  • 1250 unique page views  
  • 77% of makers saw an increase in overall sales  
  • 4X the regular number of average web sessions on launch day  
  • 9.73% bounce rate 
  • 70% of makers are set to participate in future guides 

Testimonials

Take a Moment Campaign

The client was elated with the standout copy and breathtaking imagery, offering the following testimonial: 
 
“We received four marketing awards for our economic development initiatives, and zag was instrumental in them all; one award for our Investment Guide and Sell sheets (publication over four pages) and three awards (including the highest award of the evening) for our Tourism and Lifestyle campaign! We were up against some very big players across Canada and Flagstaff County took home the top awards. Pretty exciting!” 

— Jenalee Waring, Economic Development Officer, The Flagstaff Region 

Flagstaff Crafted Gift Guide

The client was thrilled with the final output, offering the following testimonial:

“The idea of creating a gift guide for the Flagstaff Crafted Program was exciting for our team and we had lots of ideas but no experience executing the process of creating a guide. This is where the help of zag was super beneficial. We presented our ideas to the zag team, and they created exactly what we were asking for. They offered us different options/concepts to choose from which was fantastic. The team was creative, professional, quick to respond to our needs, and very experienced. Anything we asked for was executed perfectly. We are super proud of the Flagstaff Crafted Gift Guide and thankful to team zag for helping bring our ideas to fruition. 

We were extremely pleased with the work you guys did on this project.”  

 — Kerri Lefsrud, Economic Development Officer 

“Our challenge was finding a tangible way to promote the businesses/products that are “Flagstaff Crafted” – we wanted our target audience to understand all of the amazing local products and businesses right at their fingertips, and have a beautiful, exciting and tangible product to deliver that message. 

zag approached our problem in a creative, intelligent and inspiring way (as usual). We felt like they were digging in our minds and finding the answers we didn’t even know ourselves. Zag truly sees the big picture of Flagstaff Crafted, and always circles back to our core values and aspirations on a singular project such as the gift guide. 

Our thoughts on the final product are 100% positive and impressed — several of our makers sold out of their products, and we now complete the gift guide bi-annually to showcase new products and businesses.”   

— Kristy Jackson, Economic Development Officer 

Dark Sky Distillery

August 22nd, 2024

Dark Sky Distillery

Spirits in the dark sky: Crafting a brand for craft cocktails. 

Opportunity

Dark Sky Distillery sought to carve out a distinct niche in the highly competitive spirits and liquor market. The goal was to create a brand identity for their new craft cocktails that not only highlights the premium quality of the product but also captures a sense of aesthetic sophistication and uniqueness.

Approach

We embarked on a full-scale branding initiative, from name development to can labels, boxes, event collateral and more. We crafted a suite of assets that would define the brand and make it stand out. With four crushable flavours to bring to life, our strategy seamlessly blended creative design with strategic insight to encapsulate the spirit of both the Dark Sky NOVAs and the Dark Sky Distillery brand itself.

Execution

With their mantra in mind — Dare to be Different — we meticulously designed each element to be visually captivating while perfectly aligning with their commitment to excellence and individuality. The Dark Sky NOVA labels were crafted to create a unified and memorable brand presence that was out of this world.

Results

The project yielded a distinctive and cohesive brand identity that set the Dark Sky NOVA brand apart in the craft cocktail market. Our strategic and creative efforts captured the essence of the brand, leaving a lasting impression on consumers and enhancing its market position. The perfect concoction of their delectable flavours and our eye-catching visuals have the cans soaring off the shelves. 

Orange Truck Movers

August 29th, 2024

Orange Truck Movers

Taking a bite out of the Big Apple: Orange Truck Movers 

Opportunity

In the heart of Manhattan, Orange Truck Movers faced the challenge of standing out in a bustling and competitive market. As a moving company striving to make a significant impact, they needed more than just a brand refresh—they sought to rejuvenate their image and forge a stronger connection with their customers. The goal was to craft a strategy that not only boosted customer engagement but also increased high-quality leads and bookings, making Orange Truck Movers the go-to choice for New Yorkers in need of moving services. 

Approach

Our approach began with a deep dive into understanding the essence of Orange Truck Movers. We identified key areas for improvement, focusing on transforming their brand identity to better reflect their dynamic, energetic yet empathetic persona. This included a complete overhaul of their website to enhance functionality and user experience, along with the development of a vibrant new logo and brand identity. 

Execution

With the new strategy in place, we implemented a series of tactical actions to bring the refreshed brand to life. We redesigned the Orange Truck Movers website into a lively hub, featuring interactive tools like moving lists and informative blogs to engage visitors and capture leads. The updated truck liveries and team uniforms were crafted to align with the new brand identity, ensuring that the company’s visual presence was consistent and eye-catching. Additionally, we created cohesive box designs and business cards to maintain a unified brand image across all touchpoints, reinforcing the brand’s energetic and professional persona.

Results

The comprehensive brand update was met with enthusiastic approval from Orange Truck Movers, noting a stronger alignment with their company’s vibrant personality, vision, and key differentiating factors. The refreshed identity and enhanced website contributed to an improved customer experience, fostering a more compelling and professional image in the competitive Manhattan market.  

Testimonial

“We had an incredible experience working with zag! From the very beginning their team listened closely to our needs and vision, demonstrating exceptional creativity and professionalism. The strategy and the branding package they developed perfectly captured the essence of our business, and the new website is not only stunning but highly functional. We couldn’t be happier with the outcome and recommend zag to any business looking for top-notch marketing services.”

Igor Krugof — President, Orange Truck Movers

Maclab Development Group – Eleanor

August 22nd, 2024

Eleanor

We had the distinct pleasure of crafting brand identities for Maclab Development Group’s Laurent and Eleanor towers, each set against the vibrant backdrop of Whyte Ave.

Opportunity

The Eleanor Apartment Building project aimed to establish a high-end luxury brand tailored to an older demographic of adults in the historic and competitive Whyte Avenue district. This area is known for its vibrant culture, dining options, and events, making it an attractive destination for residents seeking a sophisticated urban lifestyle. The challenge was to create a brand that appealed to a mature audience, differentiating Eleanor from other properties in the area while highlighting its premium offerings.  

Approach

For Eleanor, the approach aimed to craft a refined and sophisticated brand identity that appealed to discerning adults. Our approach included: 

  • A custom typeface integrating architectural details such as arches in the letters “N” and “A”, symbolizing elegance and structural design. 
  • Design elements echoing architectural details to create a cohesive and luxurious visual identity. 
  • Highlighting the rich amenities of Whyte Avenue, including food, culture, and events, to showcase the lifestyle benefits of residing at Eleanor. 

Deliverables

  • Microsite: Dedicated website showcasing apartments and lifestyle. 
  • Campaign: Strategic marketing across multiple channels. 
  • Social Media: Engaging content for older demographic. 
  • Suite Layout Guides: Printed guides illustrating apartment features. 
  • Launch Signage: Elegant signage for launch and events. 
  • Event Invites: Stylish invitations for promotional activities. 

Results

Eleanor’s branding efforts firmly positioned it as a premier luxury residence for adults in Whyte Avenue. Other notable outcomes include:  

  • Elevated Market Position: The sophisticated branding helped Eleanor stand out as a high-end option in a competitive market, appealing to adults seeking luxury living. 
  • Lifestyle Integration: Highlighting local amenities and cultural events successfully communicated the lifestyle benefits of living at Eleanor. 
  • Design Appreciation: The elegant use of architectural details in branding was well-received, enhancing the building’s image as a stylish and desirable place to live. 

Maclab Development Group – Laurent

August 22nd, 2024

Laurent

We had the distinct pleasure of crafting brand identities for Maclab Development Group’s Laurent and Eleanor towers, each set against the vibrant backdrop of Whyte Ave.

Opportunity

The Laurent Apartment Building project presented a unique opportunity to establish a premium brand in a historic area while targeting a specific audience with high-end luxury apartments. Situated in the competitive Whyte Avenue district, renowned for its vibrant atmosphere and proximity to the University of Alberta (U of A), the project aimed to attract a younger demographic, primarily university students, through a distinctive and appealing brand identity. The challenge was to create a brand that stood out amidst the competition and resonated with the youthful, dynamic community in the area. 

Approach

For Laurent, the branding approach focused on creating a vibrant and energetic identity that would appeal to Gen Z students. Our approach included: 

  • Custom typography using geometric shapes to create a clean, modern, and timeless aesthetic.
  • An “L” icon representing the tower aspect of the building, highlighting a key value addition. The icon also featured a triangle that visually showcases “moving upward.”
  • Teal, green, and lime to reflect the U of A’s green and convey a youthful and retro vibe.
  • Incorporation of trending patterns such as checkerboard, stripes, and waves to stand out on social media and signage and speak to the primary demographic – Gen Z.

Deliverables

  • Microsite: Showcasing apartments and providing information. 
  • Construction Fence Banner: Eye-catching banners during construction. 
  • Social Media: Engaging content for various platforms. 
  • Digital Ads: Targeted ads for online reach. 
  • LRT and OOH Ads: Advertisements in public transport and other locations. 
  • Elevator Ads: Promotional materials in elevators. 
  • SUTV University of Alberta Screens: Campus-wide advertisements. 
  • Swag for Students: Branded items like stickers, lanyards, and bookmarks. 
  • Print Collateral: Posters, postcards, and other materials. 
  • Drone Footage: Aerial videos for building launch. 
  • Suite Layouts and Blueprints: Detailed layouts and plans. 
  • Launch Signage: Signage for building launch events. 
  • Corporate Identity Package: Business cards and letterhead. 
  • Garneau History Booklet: Booklet detailing local history. 
  • Event Signage: Branding materials for various events. 

Results

The branding and marketing efforts for Laurent delivered several notable outcomes.  

  • Enhanced Brand Perception: The vibrant and youthful branding successfully resonated with the target demographic, creating a strong connection with prospective tenants. 
  • Community Engagement: The use of social media and campus-based advertising led to significant buzz and word-of-mouth promotion within the student community. 
  • Visual Appeal: The trendy patterns and colors used in marketing materials were highly praised, making Laurent instantly recognizable and attractive to young audiences. 

Make-A-Wish® Northern Alberta

August 22nd, 2024

Make-A-Wish® Northern Alberta

Dreaming big: Life-sized wishes for larger-than-life Wish Kids. 

Opportunity

Since 2016, zag has helped the organization execute a larger-than-life illustrated advent calendar standing 40-feet-tall on Edmonton’s beloved Jasper Ave. Each year, the calendar makes heads turn and hearts grow. 

Make-A-Wish® Northern Alberta was in need of a way to boost donations from corporate sponsors and individual donors. The brand was well-known and well-loved, but with challenging economy, sponsorships became fewer and further between. To make sure the organization was able to fulfill the wishes of as many kids as possible would take a bold creative concept paired with an outside-the-box execution. 

Approach

To solve this challenge, we developed a 40-foot experiential advent calendar that stood in the downtown core throughout the month of December. Each day, a sponsored door was opened and a wish granted. We knew the creative needed to be eye-catching with a touch of whimsy to align with the organization and its mission. The resulting fantasy-style illustration represented the bravery Wish Kids demonstrate in the face of illness, and the magic that Make-A-Wish® brings into their lives through the help of donors. Enter: the Calendar of Wishes. Since its 2016 inception, the Calendar of Wishes grew a life of its own and zag has partnered with Make-A-Wish® Northern Alberta to continue its success.

Character Design

Execution

Our team created the larger-than-life wish advent calendars, as well as a virtual version on the Make-A-Wish® Northern Alberta website. The physical calendars turned heads and supported word-of-mouth to keep Make-A-Wish® top of mind heading into the holiday season. 

We developed dynamic sponsor ads, crafted engaging social media posts, and designed impactful OOH ads. Meticulously drawn, custom vector illustrations were created with a whimsical theme and left no detail out, ensuring a hopeful and inspiring visual experience. Event planning and event collateral supported the organization’s initiatives to increase awareness and donations. Our innovative sponsor email signatures and calendar designs celebrated key milestones and the transformative impact of wish fulfillment throughout the year. 

Results

The enhanced physical and digital presence significantly increased engagement and visibility for Make-A-Wish® Northern Alberta. The concept received national praise and attention, and inspired Make-A-Wish® chapters around the country to consider it for a national activation. zag was awarded a 2016 ACE Award of Distinction in Illustration for the Calendar of Wishes.

Kuby Renewable Energy

August 22nd, 2024

Kuby Renewable Energy

Harnessing the power of strategic content: Positioning Kuby Energy as a thought leader in the industry. 

Opportunity

Kuby Renewable Energy, a leader in solar power and renewable technology, aimed to elevate their presence, boost recruitment, and reinforce their position in Canada’s dynamic energy sector. They sought a comprehensive content strategy that not only showcased their commitment to quality and innovation but also attracted top talent. By aligning their messaging with their expertise in cutting-edge renewable solutions, Kuby aimed to enhance market visibility, strengthen their leadership, and draw in skilled professionals to support their growth. 

Approach

We developed a comprehensive content strategy designed to enhance Kuby’s market presence and attract top talent. This multifaceted approach included establishing a robust social media presence, producing insightful blog content, creating informative collateral, and designing engaging newsletters. By emphasizing Kuby’s role as a TESLA-certified installer and their dedication to delivering high-quality, sustainable energy solutions, we effectively showcased their industry expertise and commitment to innovation.

Execution

We launched a dynamic social media campaign that captured attention and drove engagement, complemented by the creation of compelling blog content that highlighted Kuby’s industry leadership and innovation. Our strategically designed newsletters delivered valuable insights and updates, further cementing Kuby’s position as a trailblazer in sustainable energy. Every element of our approach was crafted to showcase Kuby’s cutting-edge technologies and unwavering commitment to quality, driving interest and reinforcing their reputation as the go-to leader in the renewable energy sector.

Results

Our strategy transformed Kuby’s online presence, creating both a visual and numerical impact. By highlighting their innovation and expertise, we positioned Kuby as the top choice for careers in renewable energy. This not only enhanced their market dominance but also established them as a leading authority in the industry, reinforcing their reputation as both a premier provider and a trailblazer in sustainable energy.

ZerOne

August 23rd, 2024

ZerOne

Centre ice: Developing a buzzworthy brand ahead of puck drop.

Opportunity

ZerOne, a premier hockey development and training facility in Edmonton, set out to craft a unique brand identity from the ground up. With a focus on Canadians’ deep-rooted passion for hockey, ZerOne aimed to distinguish itself by offering top-tier training opportunities, expert coaching, and cutting-edge equipment. Their objective was to create a compelling presence that resonated with hockey enthusiasts and set them apart from other facilities.  

Approach

Our power play was to focus on delivering top-tier branding solutions by developing a unique name, brand voice and story, and a sleek corporate identity. Our strategy included designing a standout website, impactful signage and merchandise, and a cohesive marketing touchpoints approach across newsletters and social media to garner the attention of customers and sponsors alike. 

Execution

From zero to one, our team crafted a distinctive brand identity and executed a high-impact marketing plan. This involved designing a cutting-edge website, creating professional and eye-catching signage, collateral, and merchandise, a comprehensive sponsorship package, and more. We strategically integrated our efforts into a cohesive strategy that engaged audiences through various channels to grow hype for this one-of-a-kind facility. 

Results

Our approach established ZerOne as a must-experience brand, generating significant buzz before its grand opening in West Edmonton Mall. The high-tech and modern brand identity turned heads and sparked widespread excitement, making ZerOne the talk of the town and solidifying its reputation as a standout facility in the hockey training scene. 

Edmonton Chamber of Commerce

August 22nd, 2024

Edmonton Chamber Ball

A night under the stars: Edmonton Chamber Ball sells out with celestial-themed campaign.

Opportunity

The Edmonton Chamber Ball, the crown jewel of the City’s business events, faced the challenge of dazzling a discerning audience in an increasingly crowded market. The goal was clear: to make this year’s event not just memorable, but an experience that would capture the City’s imagination and sell out the event.

Approach

We launched a celestial campaign that was truly out of this world. Drawing inspiration from the mysteries of the universe, we wove the theme of astronomy and constellations into every facet of the event’s identity. From star-studded visuals that graced digital and social media to a narrative that positioned the Chamber Ball as a night under the stars, we aligned the creative and media strategy to create a pull no one could resist.

Execution

  • Creative Concept: A fully integrated theme of astronomy and constellations.
  • Media Strategy: Targeted digital, social, and traditional media placements that resonated with the theme.
  • Event Branding: Consistent use of celestial imagery and motifs across all touchpoints, from invites to event decor.

Results

The campaign’s impact was astronomical and tickets quickly sold out. Attendees were transported to a night of wonder, where the Edmonton Chamber Ball cemented its place as the City’s most anticipated and unforgettable business event.