Santa Claus Parade

Every year, to get children to walk the straight and narrow, adults torment them with the myth that Santa only brings gifts to those who are “nice”; the “naughty” ones get a lump of coal. This year the tormentors would become the tormented, so to speak, in an effort to put Toronto’s Santa Claus Parade on everyone’s wish list.

The actual Santa Claus Parade route became the media channel of choice. Hundreds of small decals with the message “You better be good – Santa Claus is coming” were placed on public signs to promote the event and highlight the route. For two weeks prior to the big event, everyone passing was forced to face the dilemma of being “naughty” or “nice” (e.g., should they “respect speed limits,” “open doors for others,” “recycle,” “not litter,” “not smoke,” “pick-up after my dog,” and so on). When seen in context with the message, the signs took on a double meaning: if you chose to disobey what the sign prescribed, Santa would put you on the “naughty” list.

The generic message could be repeated hundreds of times on different signs which helped get the most out of a tiny $4,000 budget. Graphic charts illustrating the outcome of the two opposing actions, one “naughty” and one “nice,” where “nice” clearly dominated, gave the impression that most people had been in favour of being on Santa’s “nice” list.

Attendance increased by 20% year over year, with a record high of more than 650,000 visitors. The campaign budget delivered eight times more production value and 30 times more media value, plus hundreds of thousands more in free PR.