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Case Study:

Amex Breaking Barriers

Introducing Breaking Barriers, a new series brought to you by American Express Canada
which profiles prominent Canadian women in traditionally male-dominated industries.

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The Ask

Position American Express as a thought leader around the advancement of women in business.

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The Idea

Feature a diverse group of women across traditionally male-dominated fields and showcase how they’ve overcome obstacles along the way.

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The Execution

Through highly visual storytelling, we highlighted women paving the way for other women in their respective industries.

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The Campaign

The Globe developed the “Grip the Wheel” promotion focused on building awareness and to drive 500 qualified auto intenders to dealerships for test-drives via custom invitations.

Phase 1 targeted subscribers with a custom invitation in the newspaper and website, with an exclusive gift card incentive for Harry Rosen or Tiffany’s to take the test drive.

Phase 2 reached non-subscribers, launching extensive promotion in newspaper ads, digital takeovers and First View sponsorships, along with in-dealer promotion, featuring a contest and complimentary Globe subscription offer.

In addition, an engaging brand campaign built awareness for the new RX, presenting the voice of real Lexus drivers in an engaging 4-part video series. We asked notable Canadians “Where Does The RX Take You?” while they toured their favourite local spots in style.

Fully Responsive

The Globe developed the “Grip the Wheel” promotion focused on building awareness and to drive 500 qualified auto intenders to dealerships for test-drives via custom invitations.

Phase 1 targeted subscribers with a custom invitation in the newspaper and website, with an exclusive gift card incentive for Harry Rosen or Tiffany’s to take the test drive.

Phase 2 reached non-subscribers, launching extensive promotion in newspaper ads, digital takeovers and First View sponsorships, along with in-dealer promotion, featuring a contest and complimentary Globe subscription offer.

In addition, an engaging brand campaign built awareness for the new RX, presenting the voice of real Lexus drivers in an engaging 4-part video series. We asked notable Canadians “Where Does The RX Take You?” while they toured their favourite local spots in style.

Designed to Perform

The Globe developed the “Grip the Wheel” promotion focused on building awareness and to drive 500 qualified auto intenders to dealerships for test-drives via custom invitations.

Phase 1 targeted subscribers with a custom invitation in the newspaper and website, with an exclusive gift card incentive for Harry Rosen or Tiffany’s to take the test drive.

Phase 2 reached non-subscribers, launching extensive promotion in newspaper ads, digital takeovers and First View sponsorships, along with in-dealer promotion, featuring a contest and complimentary Globe subscription offer.

In addition, an engaging brand campaign built awareness for the new RX, presenting the voice of real Lexus drivers in an engaging 4-part video series. We asked notable Canadians “Where Does The RX Take You?” while they toured their favourite local spots in style.

The Results

The Globe developed the “Grip the Wheel” promotion focused on building awareness and to drive 500 qualified auto intenders to dealerships for test-drives via custom invitations.

Phase 1 targeted subscribers with a custom invitation in the newspaper and website, with an exclusive gift card incentive for Harry Rosen or Tiffany’s to take the test drive.

Phase 2 reached non-subscribers, launching extensive promotion in newspaper ads, digital takeovers and First View sponsorships, along with in-dealer promotion, featuring a contest and complimentary Globe subscription offer.

In addition, an engaging brand campaign built awareness for the new RX, presenting the voice of real Lexus drivers in an engaging 4-part video series. We asked notable Canadians “Where Does The RX Take You?” while they toured their favourite local spots in style. The videos were presented online and across the influencers’ social media accounts.

Don't take our word for it

“The bullseye for a brand marketer is actual showroom traffic. While digital traffic is good, that’s the ultimate goal.With our Globe partnership this was achieved during a full new model launch. A great hook to drive conversion from a very targeted audience  – moving interest into physical action.

Our target is VERY time poor, so generating dealer traffic in this digital age is a BIG task. We achieved 700+ visits into our network – an outstanding result !”

Paul Harrison,
Brand Manager, Lexus Canada

Take the next step.

Get complete information about how partnering with the Globe Media Group builds your strongest connection to Canada.

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