Fido wanted to increase loyalty and gain users amongst its trendsetting urbanite target in downtown Toronto. By activating an underground art & design initiative dubbed ‘The Fido Sessions’, the brand became part of the urban conversation for the summer. Unbranded teaser campaigns, guerrilla art, and 30ft inflatable dolls that marched across the downtown core, all branded with SMS instructions, sent users to secret galleries to enjoy the in-crowd of Toronto. The final event held at a hanger at the Island Airport allowed winners of a competition to fly to NYC immediately. The campaign was not only picked up in national and international press, but was able to be tracked via SMS activation offers sent to participants, and yielded a massive spike in sales for local Fido retailers.
