Simon Pure Marketing Inc.

Please describe your company and your position there.

I’m the Director of PR, Digital and Sponsorships at Subway Restaurants Canada.

For what projects/services did your company hire Simon Pure Marketing Inc.?

We’ve hired them for a number of experiential marketing campaigns over the years as they consistently deliver quality service. This project in particular included executing a national promotion in malls across the Country in support of our Loyalty program launch. The program included developing a custom arcade, hiring and training a street team, etc.

What were your goals for this project?

We wanted to drive awareness and registration of our loyalty program. This program engaged consumers in a fun an interactive way.

How did you select this vendor?

We always call on SPM for all things experiential as they can deliver excellence on time, even with budget and time constraints.

Describe the scope of their work in detail.

Street team hiring, creative development and production of an arcade (games and vending machines), signage and other print materials. They also liaised with two other agency partners in order to meet the needs of the overall Loyalty program launch, which was great.

What was the team composition?

The President is always involved during the initial project scoping and concepting in addition to the program lead. They also have small but mighty team behind them supporting all initiatives.

Can you share any outcomes from the project that demonstrate progress or success?

Our programs with them have drove strong trial and engagement with consumers.

How effective was the workflow between your team and theirs?

Program leads are always easy to communicate with. They are open and honest and provide updates/information in a timely fashion.

What did you find most impressive about this company?

They are experts in this space and are always up for a challenge . . . and they always deliver.

Are there any areas for improvement?

We’re satisfied with their work.

Please describe your company and your position there.

Felicity is an award-winning virtual communications, content and public relations agency, where clients invest in brains, not bricks. Focused on brands in the wellbeing space, teams are comprised of seasoned communicators driven by business minds, and are custom-tailored with the right experts to achieve a client’s objectives.

Felicity takes a unique “inreach to outreach” approach to harness a brand’s most important stakeholders and influencers in developing strategy and content that inspires action and drives bottom-line results. The Felicity Content Studios division enables brands to own their messages through journalistic-calibre storytelling delivered across a variety of platforms and formats. For more information about Felicity, please visit felicitypr.com.

For what projects/services did your company hire Simon Pure Marketing Inc.?

We have partnered with Simon Pure on several occasions, when looking to build on-strategy experiential marketing elements int our clients' plans.

What were your goals for this project?

We wanted to bring on a partner that would help to not only "get product in hands" but would also be creative so the execution had news value/a WOW factor.

How did you select this vendor?

In our experience, Simon Pure has always come up with brilliantly creative, on-strategy ideas, and they also execute with a high level of professionalism.

Describe the scope of their work in detail.

We have worked with Simon Pure several times and typically their scope includes creative concept ideation, through logistical execution. They are very strong partners throughout.

What was the team composition?

We have worked closely with their president at the outset of projects, followed by their team leads.

Can you share any outcomes from the project that demonstrate progress or success?

Simon Pure has always delivered on the goals for our work with them, if not exceeded them. Plus, they are great to work with so the process has always been very smooth and solutions-oriented.

How effective was the workflow between your team and theirs?

Simon Pure is great at managing workflow between us (their partner) and our clients.

What did you find most impressive about this company?

Their ideas are outstanding. Anything BUT run-of-the-mill. They aren't afraid to take risks and are not afraid to tell you when something won't work.

Are there any areas for improvement?

Personally, I appreciate a straight-shooter, someone who tells me what is best, even if it not what I want to hear or expected. So if you are the type of client/partner who appreciates honestly and integrity, you will appreciate Simon Pure. But if you would rather an agency tell you what YOU want to hear (even if it may not work or be ideal), then Simon Pure may not be for you.

Please describe your company and your position there.

Marketing Manager at Walt Disney Studios Canada.

For what projects/services did your company hire Simon Pure Marketing Inc.?

We hired Simon Pure to help us create an immersive marketing campaign to promote the theatrical release of Star Wars: The Rise of Skywalker.

What were your goals for this project?

We wanted to create a marketing campaign that celebrated the epic conclusion of the Skywalker saga and paid homage to 40 years of Star Wars stories, while also driving excitement and awareness for Star Wars: The Rise of Skywalker.

How did you select this vendor?

Simon Pure has been our Agency of Record since 2013.

Describe the scope of their work in detail.

Capitalizing on the popular ‘selfie museum’ trend, we wanted to create a destination for old and new Star Wars fans to take photos inside six unique Star Wars inspired rooms:

• The Toy Room,
• The C-3P0 inspired Room,
• Lightsaber Room,
• The Force Room,
• The Chewbacca inspired Room,
• and The Ticket Room.

Each room was inspired by a theme or character from Star Wars, and provided the consumer with a ring light for optimal lighting and unique props to interact with. Additionally, exclusive Star Wars: The Rise of Sky Walker fan experience T-Shirts were made available for consumers to purchase within the space. Hosted at the Bell Media Space (277 Queen Street West) in Toronto, the Star Wars: The Rise of Skywalker Fan Experience opened from December 13-21 to promote the upcoming release of the film on December 19, 2019.

Simon Pure managed all concept development, creative design, budget management, supplier negotiations, venue partner agreements, brand ambassador staffing and training, installation of all photo rooms, sourcing of props, daily reporting and final post campaign reporting.

What was the team composition?

The team consisted of Simon Pure's President, Creative Director, Account Supervisor, Account Coordinator, installers, and six brand ambassadors.

Can you share any outcomes from the project that demonstrate progress or success?

Overall, the activation was very successful and was extremely well-received by consumers. Many enjoyed the experience so much they came back multiple times, bringing friends and family. Mutiple media outlets promoted the fan experience making it a must-see destination in Toronto.

The pop-up also saw a very wide demographic of attendees, many in cosplay/costumes and some bringing their own Star Wars merchandise. Over the course of 10 days we had 5,389 total attendees, 1,133,333 activation impressions and 1,484,547 total social media impressions.

How effective was the workflow between your team and theirs?

Simon Pure ensured that this XM program was set up for success from the beginning. Our workflow consisted of a weekly status call every Monday, and a progress report at the beginning and end of each week. Given that we couldn't see the finished product until it was installed in the space, Simon Pure sent through updates and photos every step of the way as each room started to come together. They ensured that all of our timelines were met and that we stayed within our budget for this program.

What did you find most impressive about this company?

Simon Pure's ability to execute a creative idea flawlessly is one of their most impressive qualities. The helped make our vision come to life.

Are there any areas for improvement?

We were very happy with this program.

Please describe your company and your position there.

Marketing Manager, Walt Disney Studios Canada

For what projects/services did your company hire Simon Pure Marketing Inc.?

We hired Simon Pure to help us build an experiential marketing campaign in Toronto and Vancouver to promote the theatrical release of Spies In Disguise.

What were your goals for this project?

Our goal was to build excitement for the release of Spies In Disguise by immersing kids in the wonderful spy world of super spy Lance Sterling (Will Smith) and Walter Beckett (Tom Holland). 

How did you select this vendor?

We have worked with Simon Pure as our Agency of Records since 2013.

Describe the scope of their work in detail.

Spies In Disguise follows the story of the world's best spy, Lance Sterling (Will Smith), who is turned into a pigeon and must rely on his nerdy tech officer, Walter Beckette (Tom Holland), to save the world. The concept was to re-create a spy lab inspired by Walter Beckett's home lab in the film. We partnered with the Aurora Winter Festival in Vancouver and Toronto to host our activation, as we wanted to attract families. Simon Pure took care of coordinating all of the logistics with the Aurora Winter Festival and ensured we had prime activation spots at each festival.

Kids and parents were invited to step inside a home spy lab to create their own "biodynamic concealment" out of slime, decipher a secret message, and receive their very own lenticular spy badge! The exterior of the tent was branded with movie creative, while the inside featured a custom background of Walter's home lab, lab equipment, pigeon cut outs and video content on loop. The back of the tent featured a photo op where consumers could take a photo fit bumping cut outs of Lance and Walter. The inside of the tent was made to look as though you stepped inside someone's kitchen laboratory, which included a kitchen table and chairs, floor laps, and a chandelier.

The brand ambassadors were dress similar to Walter, with oven mitts, goggles and a bright apron.

Simon Pure managed all concept development, budget management, supplier negotiations, venue partner agreements, brand ambassador staffing, shipping of all elements from the Vancouver activation to the Toronto activation, daily reporting and final post reporting.

What was the team composition?

The team consisted of Simon Pure's President, Creative Director, Account Supervisor. Account Coordinator, and six brand ambassadors at each activation.

Can you share any outcomes from the project that demonstrate progress or success?

The activation was very successful at both festivals. The slime station was well recieved by kids, and parents couldn't belive that kids wanted to make slime instead of go on rides. Each consumer recieved a high quality lenticular spy badge after they completed all of the activities which was a highlight for many. 

Our brand ambassadors said that parents and kids were excited to learn more about the movie and coudn't wait to go see it over the holidays.

How effective was the workflow between your team and theirs?

The workflow between our two teams was very effective. Simon Pure provided us with rednerings of the concept as well as multiple options for all of the props that were used and the BA uniforms. They ensured that we hit all deadlines and stayed on budget for this program.

What did you find most impressive about this company?

Simon Pure's dedication to making our vision of the spy lab come to life was very impressive. They managed to effectively ship all of the items across the country from Vancouver to Toronto on time to ensure we could execute flawlessly in both cities.

Are there any areas for improvement?

Please describe your company and your position there.

Marketing Manager, Walt Disney Studios Canada

For what projects/services did your company hire Simon Pure Marketing Inc.?

We hired Simon Pure to help us build a local experiential marketing campaign in Toronto to promote the theatrical release of Maleficent: Mistress of Evil.

What were your goals for this project?

We wanted to increase awareness for the film by creating an engaging XM program that got Maleficient and Disney fans excited about seeing the film.

How did you select this vendor?

We have worked with Simon Pure for a few years now and have always been impressed by the quality and care that they take in the programs they execute.

Describe the scope of their work in detail.

To promote the theatrical release of Maleficent: Mistress of Evil, we engaged consumers in a fun photo op at Union Station, and offered free Maleficent-themed manicures at a popular upscale nail salon, Majesty's Pleasure. Both of the activations took place on the day of the film's release. 

At Union Station, guests were invited to take a photo with a Maleficent-inspired cosplayer in front of a Moors-themed set and branded back wall. A TV played the trailer on loop.

At Majesty’s Pleasure, guests were provided with the option to receive a white or black manicure with a hand-painted Maleficent horn decal. Two TVs playing the trailer on loop, branded photo props, and signage were present.

At both locations, Brand Ambassadors handed out Maleficent horn headdresses and premium giveaways including a watch, jewellery box, hats and more!

Simon Pure managed all concept development, budget management, supplier negotiations, venue partner agreements, brand ambassador staffing, daily reporting and final post reporting.

What was the team composition?

The team was composed of Simon Pure's President, Creative Director, Account Supervisor, Account Coordinator, and five brand ambassadors.

Can you share any outcomes from the project that demonstrate progress or success?

The campaign was well received by those who engaged with the cosplayer at Union Station and attended the nail salon. Over a nine hour activation period we recieved over 50,000 impressions and 573 engagements.

How effective was the workflow between your team and theirs?

The workflow between myself and Simon Pure was excellent. We had weekly status calls to ensure we were hitting all necessary deadlines, and Simon Pure kept me informed throughout the activation on how everything was going. I felt very confident that Simon Pure would deliver what we asked.

What did you find most impressive about this company?

Simon Pure's biggest strength is that they can develop creative ideas and also deliver them with exceptional quality.

Are there any areas for improvement?

While we are very happy with the results of this program, the impression numbers at the nail salon were lower than expected. All of the consumers were very excited to be a part of the activation and enjoyed the nail design, but there were not as many people passing by due to the cold, windy weather.

Due to scheduling conflicts at the salon we could also only activate in the morning on a Friday when most people are at work. Activating later in the day and having some more branding on the exterior of the salon would be a great way to assist with drawing consumers in for future programs.

This review was updated by the client on January 9, 2020.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Simon Pure Marketing Inc.?

We hired Simon Pure to help us build an engaging experiential marketing campaign in Toronto, Vancouver, and Montreal to promote the theatrical release of Frozen 2.

What were your goals for this project?

Given the huge success of Frozen, we wanted to get fans of the franchise excited about the theatrical release of Frozen 2 by creating an interactive campaign that immersed fans within the new Frozen 2 fall landscape.

SOLUTION

Describe the scope of their work in detail.

To get Frozen fans even more excited about the release of Frozen 2, we created inflatable life-sized snow globes that were installed in local malls across Canada (Toronto, Vancouver and Montreal) for one weekend.

Consumers were invited to go inside the snow globes and pose with Anna and Elsa cut outs in front of a branded Frozen 2 background. Loose leaves were spread out inside of the snow globes for consumers to toss in the air for their photos.

Upon exiting they were greeted by a brand ambassador who invited them to participate in a make your own snow globe craft station where they could customize their very own Frozen 2 inspired miniature snow globe.

There was also additional signage around the activation as well as trailer and video content playing on loop.

Simon Pure managed all concept development, budget management, supplier negotiations, brand ambassador staffing, daily reporting and final post reporting.

What was the team composition?

The team was composed of Simon Pure's President, Creative Director, Account Supervisor, Account Coordinator, and four brand ambassadors in each city.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Consumers really enjoyed the activation. We saw 5,720 engagements, 6,690 quality interactions and 131,939 social media impressions. The photo op inside the inflatable snow globe was favoured by consumers in all markets. Families, specifically small children really enjoyed being able to pose with the characters and create a magical experience by throwing the leaves in the air.

How effective was the workflow between your team and theirs?

Simon Pure was exceptional at managing the execution of this program. The entire process included initial concepts, high quality mock ups, final playbooks, work back schedules and weekly status calls and emails to ensure all deliverables were completed on time.

What did you find most impressive about this company?

I was impressed at how quickly Simon Pure could turn around such a high-quality program in a short amount of time. The program matched the initial concept that was approved, and the effective project management allowed for us to execute flawlessly in each market.

Are there any areas for improvement?

None.

Please describe your company and your position there.

I was the Director of Publicity & Promotion for Walt Disney Studios Canada. I oversaw all PR, Communications and Experiential Marketing initiatives for the theatrical division.

For what projects/services did your company hire Simon Pure Marketing Inc.?

Simon Pure is the Agency of Record for all experiential marketing activations.

What were your goals for this project?

To bring excitement for Marvel's first female-lead motion picture by keying into the 90's nostalgia from the film and immersing and engaging consumers in Captain Marvel's world.

How did you select this vendor?

They were our Agency of Record since 2013.

Describe the scope of their work in detail.

Blockbuster got a major shoutout during the first-ever trailer released for the film, which opens with Carol Danvers (Brie Larson) plummeting to Earth and into a branch of the iconic video rental chain. 

Riffing off the trailer, the concept was to create an interactive movie trivia scavenger hunt, in a 90's Blockbuster Video store.

Participants were shown an intro video and then a countdown video started playing. Players could try the game solo or as a team. Each round consisted of 5 clues and players had to run around the store to find the case of the video that they believed answered the clue. If they successfully found the correct 5 videos in under 5 minutes, they received a collector Captain Marvel pin. There were also draws for movie tickets and clothing retail chain, Garage gift certificates. 

There were 3 pop-ups in Toronto, Vancouver & Quebec City and were live for a total of 128 hours. 

Simon Pure worked from concept development through to execution including working with fabricators, budget management, all supplier negotiations, liaising with venue partners and staffing of brand ambassadors. 

What was the team composition?

The nimble team was composed of Simon Pure's President, Creative Director, Account Supervisor & Account Coordinator, plus four brand ambassadors in each city. 

Can you share any outcomes from the project that demonstrate progress or success?

From staff to consumers, Captain Marvel's Stanley Video Scavenger Hunt received positive feedback across the country and even had spillover pick up in the US.

While the whole interaction took 10 minutes, many participants would remain on site for over an hour, trying one version and then getting back in line to play a different version.  

The activation was a huge success and caught fire on social media. We had almost 9,000 interactions and an estimated 3.4M program impressions. 

How effective was the workflow between your team and theirs?

Simon Pure effectively communicates all aspects of the work and creates comprehensive concept proposals, mock-up drawings, work-back schedules, playbooks and post reports. All decisions and contingency plans are reviewed and discussed for approvals.

What did you find most impressive about this company?

Simon Pure can pull together a brag-worthy activation meeting, insanely-tight deadlines and creating a polished, professional final product that matches all concept drawings. 

This review was updated by the client on January 6, 2020.

SOLUTION

Describe the project in detail.

We toured a branded Toy Story 4-wrapped RV and trailer across Canada with interactive activations that allowed consumers to engage with various characters of the series. 

Consumers were invited to take photos with a life-sized version of Duke Caboom's replica motorcycle. The bike was constructed exclusively for the road trip and is the only replica in the world. 

The tour marked the only chance Canadians would have to interact and take a photo with this one-of-a-kind stunt cycle or with a life-sized Forky cut-out. They also had the chance to make their own Forky character at craft stations. 

Consumers were invited to enter for a chance to win the Ultimate Toy Story 4 prize pack by guessing how many Ducky & Bunny stuffed animals were in a see-through case. 

The tour started in Vancouver and traveled east to an additional 4 markets, stopping in Calgary, Winnipeg, Toronto, and Montreal over weekends leading up to the film's release. 

The team took photos of the Toy Story 4 toys at major city landmarks in each city, and Disney posted the shots to promote the tour's arrival. The tour was booked on major TV Morning shows in each of the cities, and media outlets as well as mommy bloggers were also invited to preview the activation.

What was the team composition?

The team consisted of Simon Pure's president, creative director, account supervisor, and account coordinator. There was also a traveling team of four brand ambassadors.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The program had a total of almost 19 million impressions through social media, interactions, and earned media. 

Fans across the country were delighted to see the life-sized version of the Duke Caboom bike. The Build your own Forky station allowed consumers to show their creativity and they were thrilled to have their photos taken with the new character, plus take home their new toy. 

Line-ups formed in each city to enter the activation, with a significant amount of consumers heading to the location specifically because they heard about the activation through publicity efforts.

How effective was the workflow between your team and theirs?

There were numerous moving parts associated with this activation:

• Building a motorcycle replica from screenshots
• A branded wrapped RV and trailer
• A life-sized spork that would stand up to the elements
• A large acrylic box stuffed with hundreds of stuffed animals
• Other branding elements

Plus the tour was in constant transition for over seven weeks and needed to be set up and torn down each day in all five cities. It was a lot to juggle. It was challenging to get everything done in time. The final project was special and all the attention to detail made for a great payoff for Toy Story fanatics.

What did you find most impressive about this company?

Simon Pure Marketing is always open to feedback and input. They operate without ego and also put the good of the project and the long-term goals in mind. They reviewed all contingency plans, talking points, and training elements and took feedback and input to create an impressive final result.

Are there any areas for improvement?

When the team was on the road, getting feedback filtered from the on-site team through to Simon Pure Marketing and then back to us was sometimes slower than we would have liked. Perhaps one area would be to have a better plan in place in advance. But as the tour went on, we sorted out a lot of the communication issues.