The At Your Fingertips campaign was our take on bringing the new Windsor Star editorial content to the masses. The resulting message was simple: local news at your fingertips, where visuals were used to tell the story in favour of copy-intensive headlines. A localized point of view was necessary as we positioned news content as the central theme of the campaign. Thus we created large-scale “finger characters” to represent a city’s top news categories, while communicating that the news Windsor residents trust is just a finger swipe away.

We launched a 12-week integrated local and national marketing and communications plan. For each reimagined market, launch day began with rebranded logo assets both internally and externally, including the products, as well as building signage, stationary, and other collateral.

We wanted round out the media campaign by hitting the streets with local activations to help create excitement in the cities we were targeting. Close to 1,000 local executions combined were made in Windsor, Edmonton, Saskatoon and Regina on their respective launch days.

The integrated campaigns in Windsor, Edmonton, Saskatoon and Regina respectively had a varied media mix that targeted our audiences on all platforms including web (all devices), apps and print. The full execution included digital advertising through programmatic, SEO, social media plays, OOH, public transit takeovers, radio, and content among others.

We experienced a 125% growth in weekly average app downloads post launch vs. pre-launch, 24K app downloads during campaign period collectively, 12% total lift in UVs across web platform (all devices), 9% total increase in visits across web platform (all devices), 20% weekly smartphone app UV growth post launch vs. pre-launch, above-average CTR for our display creative through programmatic, and 20% weekly smartphone app UV growth post-launch vs. pre-launch.