Of all the programs I’ve worked on over the years, I have to say that this was one of my favourites. Partially because of the omni-channel execution pieces, but also because there was community support involved and we got to showcase some of the great entrepreneurs in Hamilton.
The idea for the campaign was designed to gain brand awareness in the Hamilton community and was built around the notion that great ideas can start anywhere, “even on the back of a napkin.” The campaign was divided into several execution points. First, napkins were created to distribute at 14 local restaurants and cafes that featured fun brain teasers, and space to sketch out an innovative idea. The idea was to challenge Hamiltonians to draw their own innovative ideas and snap a photo and share it to social media using the #InnovatewithiF hashtag for a chance to win a weekly prize.
Digital components of the campaign also included stories and sketches from some of Innovation Factory’s existing clients, telling the story of how their ideas “started as a sketch” explains how they are now working to build their businesses around these ideas. Another component of the campaign was videos showcasing how some of Hamilton’s thriving businesses started, and how they became successes.
To check out the campaign's web page, click here.