“If you’re looking for a place to inspire your creativity, consider Nova Scotia.”

Gwenael Héliou – Studio Manager, Ubisoft
HALIFAX
NSBI-logo
Nova Scotia Business Inc. (NSBI) drives economic momentum in Nova Scotia by attracting investment and supporting businesses in all Nova Scotia communities. They promote Nova Scotia as an appealing business jurisdiction and recruit the right companies to locate here, work with entrepreneurs, and tell the story of the province and all that it has to offer.
NSBI CONTRACTED M5 WITH A UNIQUE CHALLENGE:

An international social media marketing campaign.

 

THE PURPOSE:

Increase awareness of Nova Scotia as a desirable place to live to an audience in coastal Western Europe. Which would have been a fairly typical ad campaign; however, the audience was not just European. The goal of this unique campaign was to target ex-pats and try to bring them back home to Nova Scotia.  And having them to start by visiting liveherens.com.

For the 8-week sponsored ad campaign, we leveraged creative assets provided by the Atlantic Canadian magazine, Maritime Edit. In particular, an editorial feature on Ubisoft Studio Manager, Gwenael Heliou, a Canadian immigrant who runs Ubisoft’s only North American mobile gaming studio in Halifax.

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MEDIA AND CREATIVE STRATEGY:

We focussed heavily on mobile devices—not only as an ad platform, but as visual inspiration for creative execution.

 

EXAMPLE:

The copy layout for the static ads not only beat the Instagram/Facebook pesky “20% rule”—it thrived! We designed Gwen’s testimonials to mimic the most familiar behaviour a user shares with their mobile device—text messaging.

Our visual messaging strategy encouraged the audience to interact with our ads so effectively that it destroyed all KPI benchmarks we established prior to launching the campaign.

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"Surrounded by the outdoors...it's refreshing. I love it"

Gwenael Héliou – Studio Manager, Ubisoft
HALIFAX
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"After working in Montréal for so long, Nova Scotia is home now."

Gwenael Héliou – Studio Manager, Ubisoft
HALIFAX
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RESULTS

Impressions: 2,891,687 (+411%)
Reach: 536,086 (245%)
Video views: 83,466 (+178%)
Clicks: 30,210 (+907%)
View rate for YouTube pre-roll videos: +20%
Social engagement rate: 3.77 (+65%)

CREDITS

Agency: m5
Account Lead: Tyler MacLeod 
Account Manager: Emily van den Hoogen
Creative Director: Bruce Whelan
Art Director/Graphic Designer: Greg Dubeau
Graphic Designer: Erin Tilley
Copywriter: Adam Sterling
Video and Photography: Maritime Edit
Media Strategist: Emmanuel Xidos