Our idea aimed to change the perception of TVO by feeding our target compelling, talk-worthy programming sound bites in moments of quiet contemplation and small talk, such as in an elevator. To promote “The Tiger Next Door” we took advantage of the media itself, by turning elevators into tiger cages. The tight, cramped space provided us with a perfect palette. The viewer entered “the cage” and could immediately, viscerally feel as though they were a trapped animal. We surrounded the elevators with out of home posters, to keep that feeling top of mind throughout the day.

The campaign earned 5.6 million media impressions. Audience viewership for the "Tiger Next Door" documentary grew by 29%. The brand's website was used to measure the impact of the advertising. During the course of the campaign, clicks to the TVO schedule page increased 19% year over year, indicating that more people engaged with the program information than ever before.