Grand & Toy is showcasing how its offerings can help entrepreneurs get their work done anywhere with a mobile workspace – while also reminding customers that it still exists, even if its no longer in their local mall.
The office supply retailer and service provider is deploying a truck around the Greater Toronto Area showing a stylish, modern home office through a large window on one side for passers-by to get a look. As it makes stops, different small business owners are being invited to take over the truck for a day, showing how it easy Grand & Toy’s solutions make it for entrepreneurs to work out of any environment.
The campaign included a “spot the truck and win” contest, where people who took a picture of the truck and uploaded it to social media were entered into a draw for a free iPad.
Samira Amin, director of marketing ecomm and sales enablement for Grand & Toy, tells strategy she aimed to bring a disruptive approach informed by previous stints leading marketing for Coors at Molson Coors and the bread portfolio at Weston Foods.
“Why does B2B have to be boring? Why can’t we show up the way consumer brands do?” Amin asks.
According to Amin, the biggest change is that B2B brands are typically less human centric. In order to drive awareness among its SMB target, Grand & Toy has to operate on a more emotional level, something that has been core to a brand refresh that began in the spring.
In addition to the truck, the retailer’s broader “Make Work, Work Everywhere” campaign incorporates digital and static billboards and transit ads “all over Toronto and all over Vaughan, where our head office is.”
Grand & Toy was fixture of Canadian malls, but in 2014, closed its retail locations to focus exclusively on ecommerce and return to its roots as a B2B office supplier.
“We know you’re looking for us, and we know you were wondering where we went,” Amin says. “People still think we’re in a mall somewhere.”
According to Amin, the campaign represents a “disruptive” and “significant buy” in OOH to drive home its message and raise awareness.
“Make Work, Work Everywhere” marks the first creative project from new agency partner Forsman & Bodenfors.
Grand & Toy also collaborated with long-time partners Proof Strategies for public relations and concept execution, Twenty6Two for digital and static out-of-home and Grid for social media development, with its in-house creative studio handling all other digital elements.
Forsman & Bodenfors, Grand & Toy, grid, Proof, Samira Amin, Twenty6Two