The Product:

QUANTUM GELATO^TM is the new functional food product that is low in fat and saturated fat, no added sugars and is a source of calcium.. In addition, unlike most frozen desserts on the market, it is a very high source of fibre and high in protein making it a tasty option for individuals wishing to increase these nutrients in their diet. So much fibre that it is considered by Health Canada to be a very high source of fibre as it provides adults with 36% of the recommended daily amount.

The Thinking

Knowing the product and working with the creators early in their development Miner Thought began the long process of branding Quantum over the first half of 2010. Starting with brand strategy, positioning, mission statement development and target audience research we approached the product from the idea that this is quality. It’s not your normal gelato. It’s meant for everyone – but also appeals for the athlete looking for added protein.  And unlike much of the healthy frozen dessert category there is not loss in taste or rich texture in the process (discovered and patented by Quantum Gelato) of adding the additional benefits of high fibre, high protein, and low fat.

The Result:

To convey this sense of high-end luxury and taste in this new consumer good we tried to find an elegant, bold and instantly unique look and feel. Right down to the products gold wrapped lid. Creative services included logo, look and feel, various copy and language, English / French packaging, in-store display designs, printed brochures and online web development to start. Miner Thought is now working with Quantum to continue to grow this new product brand in all media channels.

The ask was simple: Ask other creative people (artists, photographers, designers) to donate some of their time to create a single unique piece of artwork with a heart theme – we called them “Heart-Art”.

The mechanism was as easy as 1-2-3: We uploaded the work to a single photo album on our Facebook fan page and invited people to become a fan, pick a piece of “Heart-Art” they loved and photo tag their friends name on the picture. For every tag made Miner Thought pledged to donate a $1 to the Haiti Relief fund. In essence we asked Facebook users to share their heart.

On the social experiment side the campaign was pushed via twitter feeds, shared album and photos within Facebook and from users seeing that they had been tagged in the work – naturally making them click through and learn about the project. Upon learning the concept many who were originally tagged quickly became involved and tagged more. Like a wild fire it spread through Facebook organically and quickly the message and work reached other users. Additionally we ran a North American based facebook banner ad campaign to raise awareness during the event.

The Results:
In just over 72 hours since launching on Saturday Morning on January 30th Tag A Heart for Haiti was a success, breaking all our expectations. The fan page went from 2 to 124 fans and the initial donated artwork doubled for a total of 26 original “Heart-Art” pieces. Our target goal of $500 for 500 tags was reached by the mid afternoon that Tuesday in less than 4 days – seeing over 500 photo tags. Many of the artworks reached their 50 tag per image Facebook implemented limit in the first 24 hours.

Finally to add to the success of the project our friends at Dashboard Communications doubled the donation which in turn was doubled by the government. What does that mean? It means measurable interactions = relief in a grass roots campaign put together with a few creative people from across North America and raised $2000 which was donated to World Vision Canada.

Not bad for a weekend.

Over the course of six weeks Miner Thought developed an extensive branding strategy for the Canadian Online Gamers Network. A community group based on offering mature video game enthusiasts a console free network to be a part of. Where they can play together and enjoy all aspects of the ever growing list of gaming options today’s adult gamer is now able to access. Development included identity design of two key logos (the Plug and text logos), brand and target market analysis, brand standards guide, mission statement, tag line and collateral. Which included letterhead, business cards, envelope design, presentation cover pages and a power point template.

The concept was simple.

We are gamers. We are Canadians. We are connected. Join us.

Game Canadian.