Business-To-Business Programs Gold Winner IMAGEN Licensed doctors and certified health professionals were the desired demographic to join an ambassador program for Lifeboost Coffee, a low-acid, organic coffee that promotes wellness. By leveraging the credibility of medical professionals, the program IMAGEN developed aimed to increase market share and brand loyalty within the healthconscious consumer base. The strategy was to provide these medical professionals with a carefully selected promotional kit that they could seamlessly integrate into their practice. The kit included a branded coffee mug with a daily reminder of the coffee’s health benefits, a measuring spoon and bag clip to encourage accurate use of Lifeboost Coffee, a cozy T-shirt to foster a sense of connection with the brand, a prescription notepad to help doctors “prescribe” Lifeboost Coffee to their patients, and a desk display to promote the product in patient waiting areas. The theme “Boost Your Health With Lifeboost” was woven into every element of the kit, with the Lifeboost logo and health messaging prominently displayed. The campaign was launched in phases, beginning with six ambassadors and expanding to 168 by the year’s end. IMAGEN also developed an internal ordering system for the Lifeboost team, and the system was integrated with Shipstation for quick and seamless delivery to new ambassadors. The Lifeboost Coffee Ambassador Program and its $12,000 investment delivered exceptional results, creating 162 new ambassadors. This growth represents a 2,600% increase from the initial six ambassadors, significantly surpassing the client’s expectations. Silver Winner Bright Ideas Bright Ideas was challenged with suggesting a holiday gift idea for its client, Crown Property Management, to give to 1,000 commercial tenants in its buildings across Ontario. The gift had to be shareable, sustainable, have utility beyond the holiday season and help keep the property manager top of mind. Ideally, the client also wanted the gift to remain in the office and foster a sense of community. Having provided many gifts for this client in the past, the Bright Ideas team brainstormed to come up with something unique that checked all the boxes. They proposed a customized, 800-piece building-block set of the company’s award-winning flagship building, complete with an exercise room, beehives on the roof and surrounding greenery. The blocks are engineered to optimize material usage and minimize waste and are compatible with Lego bricks, allowing users to combine them with Lego parts to build new and creative items. They were also shipped in pieces, reducing the size of the shipments and lowering carbon emissions associated with transportation. Bright Ideas also created retail-style packaging for the item, including building instructions and a customized box. Based on feedback the client received from its tenants, this was the most successful gift they had ever sent. Bright Ideas even received several phone calls from the client’s tenants inquiring about producing a similar item for their own companies. Pyramid Awards | Client Promotions | Must Read PPAI • MARCH 2025 • 49
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