adviso prolongs the impact of Bye Bye 2024 for Mondou

Mondou made a notable return to television’s annual Bye Bye program with a funny, impactful campaign called Bonne année, sans détour (English: Happy new year, with no detours). Conceived by LG2, the exclusive ad was broadcast on December 31 during Quebec’s most highly anticipated TV event.

Jungle handled the media buy for Bye Bye while adviso orchestrated a 360 media buying strategy that allowed the message to persist into the month of January.

A creative idea anchored in Quebec culture

The campaign gestured at viewers’ reality using an icon that’s 100% Quebec: the orange traffic cone, highly emblematic of the many construction sites currently scattered across the province. This bold approach anchored in a local reality enabled Mondou to win first place in Bye Bye’s advertising contest. After taking a break in 2023, Mondou has once again captured viewers’ attention while earning its fourth award since 2020.                  

“For a family-run company in Quebec with such a rich history, we’re really incredibly proud to be back on Bye Bye. And to top it off, when the audience chooses us to win first place, it’s really gratifying to know that we successfully made an impression at such an important time of the year. This recognition drives us to keep striving to maintain our standing in the hearts and minds of pet parents.” – Marie-Pier Léonard, Marketing Director, Mondou

360 strategic deployment designed by adviso

Using an ambitious, highly structured approach, adviso turned the campaign into a lever for strengthening Mondou’s position as a leader in the field of foods and products for pets. Eighty-one percent of the campaign’s investments were made in local media, reflecting Mondou’s commitment to support local media while strengthening its connection to Quebec communities. This strategy relied on two complementary axes:

1. Video engagement and televised advertising: Taking advantage of Bye Bye’s momentum, Mondou broadcast a series of short videos that aimed to strengthen viewers’ emotional connection with the brand through local media as well as on social networks. In addition, 15-second TV  ads rounded out the strategy to maximize reach amongst a wide audience.
   

2. Creative initiatives based on the construction theme: Taking inspiration from the province’s omnipresent construction sites, Mondou deployed original initiatives that enriched the experience of pet parents. These included: dynamic digital signage adapted in real time to active construction sites, thereby maximizing message relevancy; geofencing to provide highly precise targeting; and immersive formats designed to grab audience attention. These initiatives were accompanied by an exclusive product: a dog toy shaped like a traffic cone, created specially by Mondou for this initiative. Launched at the start of the year, this product extended the impact of the campaign by creating a tangible and funny connection between the brand and pet parents.

Credits : 

Advertiser : Mondou

• CEO, GROUPE LEGAULT : Sophie Provencher
• VICE-PRESIDENT, OPERATIONS : Mélanie St-Martin
• MARKETING DIRECTOR: Marie-Pier Léonard
• HEAD OF MARKETING AND BRAND STRATEGY: Jean-Philippe Therrien

• HEAD OF CREATIVE AND DESIGN: Dominique Laporte

Media agency : Adviso

• MEDIA STRATEGIST AND TEAM LEAD: Marie Lainé
• MEDIA SPECIALIST: Maël Préault
• BUSINESS LEAD AND PRACTICE DIRECTOR: Andréanne Achim
• DIGITAL ADVISOR: Maëlle Bail 

Media agency : Jungle Média

• LEAD MEDIA DIRECTOR: Marc Hamelin
• MEDIA PLANNER: Mahikan Scalabrino

Creative agency : LG2

• EXECUTIVE CREATIVE DIRECTOR: Geneviève Langlois
• CREATIVE DIRECTOR: Frédéric Tremblay
• COPYWRITING: Guillaume Bergeron, Myranda Bouchard, Samuel Vincent
• ART DIRECTION: Philippe Leduc, Mario Pesant, Emma Laberge
• STRATEGY: Stéfanie Forcier
• CONSULTANTS: Karine Payette, Julia Berryman, Victoria Huynh
• AGENCY PRODUCTION: Lina Piché
• OFFLINE EDITING: Guillaume Choquette

Production company : Nova Fim

• PRODUCTION : Dominik Beaulieu, Stéphanie Corriveau
• DIRECTOR: François Couture
• DIRECTOR OF PHOTOGRAPHY: François Gamache

Post-production : Studio Élément

• OFFLINE: Guillaume Choquette
• COLOURIZATION and ONLINE: Studio Élément

Sound studio : Circonflex

• ENGINEERING: Craig Murdock