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TV
Interactive
Out of Home
Print
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Research
October 4, 2007 issue
Elevator-tising goes 360
DDB Canada's Vancouver office is claiming bragging rights for the first Canadian execution of 360-degree elevator wraps.
A new campaign supporting the introduction of Telus's CDMA/GSM Blackberry 8830 World Edition smartphone consists of full-interior wraps in more than 50 elevators in Toronto, Calgary and Vancouver. The initiative began last week and will continue through the fall, with OMD Vancouver handling media buys.
The idea is to communicate that the new gizmo not only works fast in North America but also easily converts to the GSM-only platform in some other parts of the world. The wraps suggest this advantage with colourful scenes of European cityscapes and countrysides, plus the tagline: "Fly the world. Backed by Telus."
Limo adventures tease upcoming Guinness campaign
"Darkness Reigns" is Diageo's new mini-campaign for Guinness, referencing both the brew's deep colour and a certain spooky upcoming holiday. Developed by StarCom Mediavest and the Marketing Store (both based in Toronto) and executed by Motomedia, of Markham, Ont., the street effort began in Toronto late last week and will extend until the end of the month, when a top-secret Halloween brand initiative for Guinness will be unveiled.
Until then, a fleet of 10 Guinness-branded limousines will be driven around 27 key spots in the city's core, targeting thirsty-looking pedestrians exiting sporting events and concerts. Masked "Guinness girls," dressed in black, will invite pub goers into the vehicles and whisk them off to select bars to quaff a Guinness or two. The promo's aim is to provide interesting interactive experiences while reinforcing the brand's social responsibility platform of separating drinking and driving.
Canadians embracing social networks
Nearly four in ten have visited them, and three in ten have posted personal profiles. Read More
Sears taps TBWA as AOR
Sears Canada has tapped TBWA to be its agency of record, aiming to revitalize the brand across TV, radio and print. BBDO was Sears' previous AOR.
National manager for the corporate brand and creative marketing Lauren Moir says Sears selected TBWA after "an extremely rigourous and intense search process that included several leading agencies in Canada." TBWA Canada president Jay Bertram says the agency is looking forward to working with Sears, as "no other brand is more trusted" in the country.
Global sets a date for Canadian 5th Grader
Global is set to premiere Are You Smarter Than a Canadian 5th Grader?, hosted by Colin Mochrie (pictured), on Thursday, Oct. 25 in the 9 pm ET/PT time slot. The show will lead out of Survivor: China and hold the 9 pm spot until its fifth and final episode on November 22.
About 5,000 contestants applied for spots on the show through GlobalTV.com. The official contestant pool - not including the kids - includes a university professor, a nuclear engineer, an air traffic controller, an occupational therapist, a lawyer and an Anglican priest.
Click here for MiC's coverage of the massive integration that Nintendo Wii's Big Brain Academy is getting on the show.
Potpourri of programs bow this month
The "lost" episodes of The Black Donnellys have been rescued. And there are a lot of other ad opps this month as well. Read More
