The Best Marketing Campaign You Never Heard Of
Remember War of the Worlds? The original radio play from Orson Wells fooled great swaths of America when broadcast over the radio in 1937. Apparently, no one involved in its production expected such a hysterical reaction. As history making as it was, the faux alien invasion may have been bested.
Five years later, an event took place that I believe, in some ways, outdoes Wells’ theatrical experiment. It too, had an entertaining aspect but was far more visceral. More tangible and relatable. It was harder to orchestrate and more creatively conceived. Stay with me, it’s worth it.
When Hitler invaded Poland, Canada was unprepared for war. It had a regular army of just 4,500 men and 51,000 poorly trained reservists. In 1939, the Canadian air force had fewer than 20 capable combat aircraft while the navy consisted of 6 destroyers, the smallest class of ocean-going warships. Six years later, Canada would have the 4th largest air force and 5th largest navy in the world. One in 12 Canadians wore a uniform during the war.
The nation marshalled its vast natural resources and its ingenuity to play a meaningful part in the global conflict. In many respects, it punched above its weight. It accomplished this by leaning heavily on the intelligence, work ethic, and commitment of its citizens.
Let’s picture ourselves in 1942, in my hometown of Winnipeg. Its February 19th. A chilly Thursday. At that point in the war, things were still going very well for the Axis powers. Uncertainty reigned. Totalitarianism threatened. People around the world faced trying and terrifying conditions.
To fight a war, you need willpower, muscle and money. That is why J.D. Perrin, one of Canada’s wealthiest persons and a Winnipeg native, took on the role of Chairman of the Greater Winnipeg Victory Loans Committee. His efforts prompted Winnipeggers to donate a staggering $100 million to the war effort.
On that day 80 years ago, Perrin and his team ambitiously simulated a Nazi invasion of the city and surrounding areas. Creatively called, If Day, the event included a staged battle between Canadian troops and volunteers dressed as German soldiers, the internment of prominent politicians, and the imposition of Nazi rule. This one event raised over $3 million. Organizers were confident that the realism would not only open cheque books but fortify the resilience of Canadians.
The simulation included 3,500 Canadian Army members, representing all of Winnipeg’s units. The “Nazis” were volunteers from the Young Men’s Board of Trade. The German uniforms were rented from Hollywood. Many of the actors painted sabre scars on their faces for realism but mostly reinforced the stereotype that all German officers dueled.
If Day was large in scale. Mock bombings by real aircraft started the invasion. Air-raid sirens sounded and a city-wide blackout was ordered. Thirty anti-aircraft vehicles fired blanks at fighter planes overhead, assisted by anti-aircraft gunners on buildings downtown. Defenders created a perimeter within the city centre as Nazi patrols advanced. There were simulated destruction of bridges with coal dust and dynamite. Light tanks joined in as “fighting” intensified. First-aid stations began to fill up with casualties (the only real casualty of the day was one soldier’s sprained ankle).
The Nazis took the city by 9:30 am. That is when the real intent of If Day commenced. An internment camp was setup and the Premier of Manitoba, Mayor of Winnipeg, and other politicians were taken there. The Union Jack was replaced by the Swastika throughout the city. Winnipeg became “Himmlerstadt” and Main Street was termed, “Hitlerstrasse”.
The Nazis issued a punitive decree. This included a curfew, billeting of German soldiers, all former national emblems destroyed, religious services banned, and ration cards issued for food and clothing. Any organized resistance along with the possession of firearms meant death without trial. The Winnipeg Tribune was renamed Das Winnipeger Lügenblatt (“The Winnipeg Lies-sheet”). They even put out a faux issue that is brilliant in its content.
The creativity that went into If Day is astonishing. The organizers took it to extremes by including these activities:
• A book burning at one of the city’s libraries
• Nazis looted lunches from workers in the cafeteria at Great West Life
• An elementary school principal was arrested and replaced with a ‘Nazi’ educator
• Stores and homes were entered by troops
• Canadian currency was replaced with German Reichsmarks
• Other Manitoba towns were involved. In Neepawa, Nazi soldiers accosted citizens. Virden was renamed “Virdenberg”. A mock attack took place in Brandon.
The invasion ended at 5:30 pm. The organizing committee and local businesspeople marched down Portage Avenue with banners reading “It MUST Not Happen Here!” and “Buy Victory Bonds”.
If Day raised more money than ever expected and it gained great attention. Life Magazine, Newsweek, The New York Times and The Christian Science Monitor covered the event leading to an estimated 40 million people hearing of the invasion. It was considered the most successful fundraising event in Canada during the entire war and one heck of a marketing campaign.
