At the end of every summer season, Tempo faces the same challenge: getting the public's attention ahead of fall to ensure they've given themselves enough time to buy their car shelter for the winter. The issue? Normally, cold weather isn't on consumers' minds in August.
Mandate
Tempo commissioned Substance to develop a campaign designed to create buzz around the brand's 50th anniversary.
"We teamed up with francophone rock band La Chicane to create a clever campaign centred on the lyrics of their classic hit "Tu M'manques." We felt this was a fun way to get our Quebec audiences to think about Tempo in summer while steering clear of tired winter clichés. This strategy also allowed us to reach our target audiences through multiple channels, including television, radio, outdoor advertising, and the web."
Approach
To celebrate Tempo's 50th anniversary, we teamed up with another Quebec legend also celebrating his 50th year: French Canadian signer Boom Desjardins. Inspired by La Chicane's classic "Tu m’manques," the campaign highlights the indescribable bond between a Tempo owner and their car shelter. It's a polarizing sentiment for those who don't own one, and it's even more unexpected when we take the very bold step of bringing this connection up in the summer. Every year, the challenge is to grab the consumer's attention before fall. Car shelter quantities are often limited in the months of August and September, making it increasingly difficult for someone to get their hands on a Tempo, a real one. That's why, instead of resorting to winter clichés, the campaign addresses the situation head-on. We came up with a two-pronged messaging approach to get people smiling while inviting them to learn more. These two messages were created in alignment with the song's lyrics. Airing two 15-second spots allowed us to take over a whole advertising block without bombarding the consumer with all our key messaging. Appearing on television, radio, billboards, and the web, the campaign mirrors the winds of change blowing in at Tempo—a group of Quebec shareholders recently acquired the company, signaling a new direction. These spots ran until mid-October. A recruitment campaign was developed in parallel to enhance the employer brand and showcase the sense of pride that comes with working for an iconic brand in our wintery landscape.
Results
Request for price
+356%
vs initial target
Cost per request
-72%
vs initial target
