Case Studies

LOVE YOUR HEART BENEFIT CONCERT

OBJECTIVE

The Becel Love Your Heart Benefit concert was a live simulcast concert event in support of the Heart and Stroke Foundation’s The Heart Truth – a campaign to raise awareness about the risk of heart disease and stroke for women. We were asked to create a microsite to promote the event and to develop a simple and efficient ticket registration system for the concert. The microsite would need to be an integral part of the marketing strategy by helping to build awareness of the cause and by serving as a hub for all concert-related information. The Love Your Heart benefit concert website was to be streamlined, easy-to-use and visually consistent with the identity of the overall campaign.

SOLUTION

The Becel Love Your Heart Benefit Concert was a huge undertaking – and the first of its kind for the brand. The marketing campaign was rolled out across many channels including print, television and in-store – so the importance of maintaining visual continuity was paramount. Numerous stakeholders combined with a rigorous legal process and the need for bilingual site design required our design team to be flexible and responsive as design changes were frequent and often time-sensitive.

RESULTS

The Love Your Heart Benefit Concert took place on April 23, 2009 and was broadcast live to over 109 theatres across Canada. The website received almost one hundred thousand visits and had an average time on site of well over four minutes. Visual continuity with the rest of the campaign was outstanding and the ticket registration system boasted an exceptionally high conversion rate – proving it to be streamlined and user-friendly. Our team is proud of the substantial role that our work played in a successful campaign for a great cause.

TARGET AUDIENCE

Women aged 35-54.