No Fixed Address took personalized marketing to a new level with “The Public Toast” on behalf of Canadian whisky brand J.P. Wiser. The brand invited people to craft personal toasts to friends on a special website. The agency then converted them into 200 unique ads for billboards, transit shelters and subway ads, plus 75 customized radio ads. They were targeted so that the recipients would see them somewhere along their daily commute. The campaign spread beyond paid placements when people began posting pictures of themselves with their ads on social media. The attention helped drive a 24 percent increase in purchase intent for the brand, according to the agency. “Not only did it succeed in making those connections, it also helped make our brand the leader in the Canadian whisky category,” says Keeshan Kelvakumar, brand director for J.P. Wiser owner Corby Spirit and Wine Limited.
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