Shaw Cablesystems G.P.

To maintain loyalty and customer growth in the competitive communications category, Shaw had to create an emotional connection and change people’s perception of it from a company that provides technology to one that connects people.

The “Joy of We” became the key message, with the brand platform of “Together Is Amazing.”

Togetherisamazing.com was launched to create a digital community centre where people all over the Shaw network could get together and do great things – either virtually on the site, or using it to organize a live initiative.

Next Shaw needed to get employees and consumers to bring it to life.?“Together is Amazing” was integrated across all Shaw product lines and communications. The agency developed an internal manifesto video – the rallying cry for the new platform – and employees received a T-shirt with a single letter and had to join with other employees and photograph themselves spelling out “Together is Amazing.”

To translate togetherness into action, Shaw actively engaged employees to fill every food bank in every Shaw community during the 2010 holiday season. To support the initiative, BBDO developed a section within the “Together Is Amazing” website where people could find the closest food bank, organize local grassroots food drives and find out how to help. The goal was to raise one million pounds of food. The awareness campaign included TV, print, and online ads.

At the end of the food drive, Shaw’s actual total of food raised indexed at 260% of their goal, in excess of 2.6 million pounds of food, the largest food drive in our country’s history. The site itself became, and continues to be, a hub for people to start their own initiatives, from local literacy programs to charity golf events to building homes in Africa.