March 13, 2009

Revamping Irving's almost legendary Cruisin' to Win campaign for a 2008 audience was a daunting task, but Irving's long-time agency, Target, rose to the challenge. And the Crystal Radio Awards celebrated that fact last night when they awarded a Gold in the Performance category for the Cruisin' to Win spot, "Caller Bill."

Target also received a Craft Award from the Crystals in the Branding category for the same spot.

Cruisin' to Win first made a name for itself by approaching promoting a competition by focusing on the fun small prizes people could win, rather than the big speak-for-themselves prizes like cars and vacations. To give the campaign a brand new lease on life, Target once again turned things around and developed a campaign focusing on things people couldn't win - which, with so many great prizes up for grabs - required some pretty off-the-wall concepts.

Radio is one of the toughest advertising mediums to pull off successfully, and the Crystals is Canada's only awards show dedicated exclusively to radio. These latest wins bring Target's total Crystal awards to a staggering 48 over the years.

Perhaps that's why the agency has been asked to represent Canada at Cannes again this June on the Radio jury for the second consecutive year.

Listen to Caller Bill:
http://www.targetmarketing.ca/the-work/irving-oil-limited/caller-bill-20...