Subway stations are notoriously known as drab and lifeless places.

So when Sico Paints was brainstorming its new “Let’s Colour” campaign with creative agency Palm + Havas, it came up with the idea to take over Toronto’s Yonge-Bloor subway station with digital signs, over 200 mini boards and experiential marketing showcasing the colours in its paint collection, Dominique Pepin, marketing manager, Sico Paints, tells MiC.

“We thought the subway is bland and boring enough that if we added a pop of colour there, people will quickly notice,” she says. “Also, on May 12, 19 and 26 we will have a team there handing out gerber daisies for commuters on their way to work to bring a splash of colour with them. It will have a card on the stem which will have a call to action to our Facebook page with a downloadable $10 coupon for our 22 retail locations in Toronto. Our index is very strong on re-purchase intent, so once they buy it, we have a long-time customer.”

The media buy for the seven-week campaign, which launched last week, was done by MediaCom.

The springtime advertising is aimed at grabbing the attention of women aged 25 to 54 who love home decor. In addition to the subway station takeover, the campaign also includes a national TV buy on mainstream shows like Dancing with the Stars, American Idol and Desperate Housewives and specialty networks like HGTV, W and Slice and the launch of a French and English Facebook page for the brand.

“Having all three pieces together in the media campaign is important to Sico Paints,” says Pepin. ‘Social media is great but we didn’t want to put all the money there.”