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There’s been a lot of backlash from the news that the Canadian Federal Government spent $26 million on a three-month ad campaign designed to drive traffic to the Economic Action Plan website.
Taxpayers seem resent the fact that the government spent more of their money on three months of advertising than a big company like Proctor and Gamble might spend in an entire year.
Television advertising is costly enough, but these hefty price tags are the result of scheduling the ads in some of the priciest time slots, i.e., the Super Bowl, the Oscars, and Hockey Night in Canada.
And Canadians weren’t much happier about the content itself – which people saw as the government congratulating themselves for doing a good job and explaining why we should be cheering them on, too.
Ouch. After spending all that money, you can see why they would rather have gotten cheers than jeers.
Here at Switch Video, this all got us thinking: How could the government have gotten a better return by using a marketing video series?
We’d love to help the Government of Canada get a better return – and a better response – the next time they want to spend $26 million.
Hey, we could even do it for a little less.