MONTREAL — As the U.S. electoral college officially certified November’s presidential election results Monday afternoon, Quebecor chose today to highlight a recent cheeky ad campaign from one its clients, Le Clan Panneton, about Americans moving to Canada.
In one of its contextual advertisements, which ran in Quebecor’s Le Journal de Montréal, the moving company featured a truck adorned with a Donald Trump wig and the message “Trying to figure out how to move to Canada? We’re the solution!” The ad (above) appeared beside an article about a possible exodus of Americans to Canada after the U.S. presidential election.
“The campaign was a success thanks in part to the agility and speed of execution of the Journal de Montréal team, which made it possible to display the ad in a very specific context,” says Mario Marois, general manager of newspaper and magazine sales at Quebecor, in the company’s press release. “And of course there was the creativity of the Clan Panneton’s marketing team. They found a way to capitalize on a major news event in order to spotlight their brand.”
Quebecor gave heightened attention to the ad campaign, which was shown and discussed on LCN, in a Benoit Dutrisac interview on QUB, on TVA News, and on the web at sacdechips.com, journaldemontreal.com and journaldequebec.com, and on QUB’s Facebook page — all Quebecor properties.
Le Clan Panneton followed up the ad the next day with a full-page ad in Le Journal de Montréal showing one of its moving trucks in front of the White House above the message “Make Moving Great Again”.
“While the subject is controversial, the ads have been described as a stroke of genius by marketing experts because of their boldness and relevance,” says Marois. “In advertising, context and timing are everything, which is why it’s important to work with a team that’s flexible and on the ready.”
