In March I was given the opportunity to manage the Toronto Santa Claus Parade account. My first thought was yay Santa! Then it quickly dawned on me that I had to work with Dashboard’s CVO, Barry Hillier (who is also a celebrity clown)… the pressure to rock this campaign was on! With the “Rocky”’ theme song playing in my head, I was ready.
Not only did we revamp the Santa Claus Parade website but we also branded the Parade, developed an iPhone app, mobile site, designed OOH and print ads. In my eyes, the “piece de resistance” of the campaign is the iPhone app that includes a set of Christmas bells chiming loudly when you shake your iPhone and also allows you to track Santa using GPS, so that you always know where Old Saint Nick is on Parade day. To date, we’ve had over 5000 people download the app! We also reached out to all Parade sponsors and met with them to make sure they know the new brand and to get them excited and thinking about the possibilities for next year.
I learned a great deal about business and people while working on this campaign with Barry. His passion for the Parade, combined with his strategic mind and larger than life energy motivated all of us to further challenge ourselves. If you get the opportunity to work with the Founder of your company, take it but make sure you bring it!
With the parade fast approaching, I thought I’d share my top 5 favourite memories of working on the Santa Claus Parade:
I remember that Santa is a great, easy-going client.
I remember feeling proud to have been part of one of Toronto’s oldest tradition.
I remember all the dedicated committee members, sponsors, volunteers that make this parade happen.
I remember Santa singing a song at his workshop with all his media friends.
I remember reading the heartfelt memories you submitted to the site.
There’s a lot of love that went into this campaign. Dashboard is a small but mighty advertising agency of 30 individuals and more than half of us have been involved in this campaign at one point or another. We’ve had a great time volunteering as Santa’s little helpers!
This elf will be at the106th Santa Claus Parade. Hope to see you there!
Laird Saunderson says: