AToMiC Idea: BRONZE
Niche Targeting: BRONZE
Experiential Engagement: BRONZE
Tim Hortons - Tims Next Door
Date of implementation:
September 23, 2014; 6am - Noon
Objectives and challenges:
Over the last 50 years, Tim Hortons has created a relationship with Canadians unlike any other quick-service restaurant chain. It's Canada's favourite coffee and an intrinsic part of our culture. In celebration of these successful 50 years, Tim Hortons wanted to get back to their roots and pay homage to the important role they have come to play in communities across Canada. They wanted to show how Tim Hortons team members make a positive impact in the lives of their guests each and every day, and spark a conversation about the brand with consumers and potential team members alike.
Insight and concept:
There's something that Tim Hortons offers that other quick-service restaurants simply can't - a sense of neighbourhood. Not only can you find a Tims in practically every single neighbourhood, but for some, it wouldn't be a neighbourhood without one. It’s their home away from home; more than a ritual, it’s an embedded part of their lives.
Taxi wanted to remind Canadians that Tims does more than serve coffee – they're a part of the neighbourhood.
To show that Tim Hortons is truly a part of the neighbourhood they serve, They moved right in. Overnight, they transformed a regular house into a fully functioning restaurant, surprising and delighting a small neighbourhood in Southwest Calgary, Alberta. Guests could stop in for a coffee and a donut while making themselves right at home. It was an entirely new store format, featuring elements of a Tim Hortons restaurant, such as the iconic neon sign out front, mixed in with elements you would find in your average home.
Every part of this pop-up was about connecting with the neighbours. Personalized invitations were dropped off at nearby houses. Tim Hortons team members helped neighbours with their chores for the day. Even Tim Horton’s featured donut, “The Next Door-nut”, reinforced this message and engaged their audience. Small tent cards with the hashtag #TimsNextDoor around the house encouraged their guests to share on Facebook, Twitter and Instagram, opening the experience to Tims fans across the country.
Results and impact:
The results of the 6-hour pop-up:
- 78 million earned media impressions with over 200 news stories worldwide
- 14 million earned social media impressions
- #TimsNextDoor became a trending hashtag in Canada (and Turkey)
- Taxi created an experience that was personal and special for Tim Horton’s 500+ visitors,yet was also felt across the country.
Client: Tim Hortons
VP, Organization Development: Stephanie Hardman Manager, Field Services: Marla Bolanos HR Field Services Specialist: Lauren Barclay Senior Manager, Public Affairs: Olga Petrycki Executive Creative Director: Jeff MacEachern Associate Creative Director: Kelsey Horne, Alexis Bronstorph Art Director: Damon Crate Writer: Marc Levesque Executive Producer: Steve Emmens Producer: Raj Dhillon Print Producer: Laura Dubcovsky Mac Artist: Pam Cohen
Production House: Corkscrew Media / Stir Films
VP Executive Producer: Brent Kawchuk Director: Blake Horobin Production House Producer: Brent Kawchuk Production House Executive Producer: Brent Kawchuk Production Design: Les Fraser Cinematographer: Mike Sorel Editor: Nick Light
Video Post Facility / Editing Company: Corkscrew Media
Compositor / Online: Corkscrew Media Colourist / Transfer: Nick Light
Audio Post Facility / Music House: Six Degrees Music/Sound
Music Director: Dan McManus Group Account Director: Jessica Lax Account Director: Krista Cressman Account Manager: Rhianna Padamsey Agency Planner: Trevor Thomas and Brandon Smith
Media Agency: Paradigm PR, Mindshare