GRAND & TOY SENDS STUDENTS TO SEARCH THEIR LOCKERS
By Adnews Staff
Grand & Toy of Toronto has launched a national advertising and promotion campaign across Canada called "The Locker Search Event" supporting the Fall '99 back-to-school season. The promotion is being run in partnership with Much Music. Beginning August 2 and running for five weeks, interior transit advertisements will be promoting the campaign. Three 30 second commercials will also be supporting the campaign, running on Much Music beginning August 16. A fourth 45 second television commercial developed in-house by Much Music, also began running August 9, promoting the contest which is targeting teenagers. Students returning back-to school will have the chance to win one of two $5,000 grand prizes and a MuchVideoDance Party for their school. Secondary prizes also available to be won include a personal locker full of "cool" supplies. The grand prize will be announced on October 6, 1999. Students will be asked to go to their school and search their locker for $5,000 in the form of a mock cheque. A Much crew will be at the scene to videotape the event at one of the two schools. The promotion is running in Grand & Toy's 70 stores across Canada. Advertising was developed by Harrod & Mirlin/FCB with Impact/FCB responsible for the promotion. Both are based in Toronto.