We're Different Up Here Campaign Dominion Motors

/ advertising

We're Different Up Here Campaign

We wanted to create a campaign that the citizens of Northwestern Ontario could relate to and that Dominion Motors understands life in the north.

01 |

THE
CHALLANGE

Generations of drivers with dedication, integrity, and a deep understanding of life in the North. With over a century of experience under their belt, they’ve built more than just a reputation — they’ve built lasting relationships with the people and communities they serve.

Recognizing that buying a vehicle in Northwestern Ontario comes with its own unique set of challenges — from rugged terrain and long winters to remote travel and reliability needs — Dominion Motors wanted to highlight what sets them apart.

That’s when Tyler Dolcetti connected with Ninesixty to bring that story to life. Together, they began developing a video series that would capture the spirit of northern driving and showcase how Dominion Motors understands and meets the distinct needs of their customers. The result is an authentic look at how vehicle ownership in this region is truly different — and why Dominion Motors remains the go-to destination for drivers in the North.

02 |

THE
APPROACH

Approaching a project like this came like second nature as our company was born here and we experience the problem first hand. We started out with the winter season and outlined what someone in NWO does on a daily basis, the challenge was fitting that all into 30secs.

We created a storyboard formula that outlined key areas to focus on and crafted a script that would set up the tone for this video and future videos. The tagline was simple.. We’re Different Up Here, it’s because we are! Videos, social media ads, photos, and radio ads were created to support the campaign and soon enough we were off to the races. As the seasons changed we created different videos representing different challenges the north brings. But to cap off the year-long campaign, we decided to create a video on the service and integrity of Dominion Motors and show off what a truck means to so many people in NWO.

"Excellent company to work with! Knowledgeable, quick and efficient. High quality work that delivers results. "

- Tyler Dolcetti | owner Dominion Motors

Winter

From daily commutes to winter boots. That sums up the average person in Thunder Bay. Work and play we need a vehicle that lets us do both. That is how we approached the message for this campaign.

Summer

Summer in the north is special. Focusing on what we love and how we can get it done. Hard work pays off and we needed to showcase a vehicle that can do it all. Summer is important to us all in Northwestern Ontario so we focused the message on adventure and hard work.

Always

Then, now, always. The message was simple. Dominion Motors has always been there for its clients. As a staple in Thunder Bay Domionom Motors legacy lives on and will always be there for you.