Veterans Affairs Canada
Veterans Affairs Canada wanted to create national anticipation for Remembrance Day and more specifically, awareness of “the 11th hour of the 11th day of the 11th month”. This moment in 1918 marked the end of hostilities in the First World War and has become widely associated with the commemoration of all those who have died in service.
The campaign ran during the first half of November, leading up to and on November 11th. It was activated programmatically across large format DOOH billboards, bus shelters, and urban panels.
Veterans Affairs Canada leveraged the Hivestack platform and its Dynamic Creative Optimization (DCO) partnership with Flux, to dynamically serve ads with a real-time countdown clock to maximize the creative impact of this important, historic moment.
The campaign reached audiences across Canada, delivering over 8M impressions nationally, proving its efficiency and success. It offered audiences in close proximity to selected screens the opportunity to stop and honor the significance of this moment in time and of this day.
“Partnering with Hivestack allowed us to implement programmatic digital out of home (DOOH) creating national awareness and anticipation for Remembrance Day. Hivestack’s partnership with Flux succeeded in bringing our insight and vision to life. Thanks to their DCO capability, the campaign was highly efficient and successful through the implementation of a real-life countdown timer. On November 11th, this partnership was a major player in increasing the awareness of Remembrance day and the contribution of Canada's Veterans.” - Nour Derouiche, Media Planning Manager, Cossette