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I recently told you the eBay Mole story. Here’s another tale from the archives. It features one of Canada’s oldest companies - the CAA. This was an interesting assignment because it was a time sensitive pilot project to prove a point. It ran a few weeks before Christmas (a bad time for general ads) but those were the rules.

Multi-Step with a Twist

So I developed a 3 step plan which included a print advert that ran in multiple local newspapers (see below) which in turn drove traffic to the CAA’s special website, which in turn drove people in to the retail stores. The twist was I had to design an advert that appealed to all 577 dealers and one they’d all accept without question.

Best Response in 100 Years

The CAA told me later this little advert generated the most responses they’d gotten from any of their advertising in a century (yup… 100 years!) Would you like to see the advert? Here it is…
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