Colleges Ontario is an advocacy organization for Ontario’s college sector consisting of 24 colleges of applied arts and technology. It launched its first ever province wide advertising campaign, developed by creative ad agency Smith Roberts, with ads aimed at parents’ biases about college and university. It was a broad viral campaign including newspaper ads, Internet ads, radio ads, transit shelter posters and more.

    • Daily newspaper press: More than 62 stories ran across Canada generating over 71% coverage in Ontario
    • National television coverage – 25% of the audience saw Obay on television news programs
    • Increase in internet traffic for Obay: More than 150 links that posted speculation about the campaign
    • Mention on blogs from as far away as UK, Australia, India and Singapore.

    Increase in social media presence: Obay video