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GM chooses "telescopic" TV ads

Until August, viewers of Quebec's TVA and LCN networks will be just a remote-control click away from learning more about GM's pre-owned vehicles.

For a campaign developed by Montreal's Cossette Media, which handled both creative and media buys, GM opted to leverage the telescopic service offered by etc.tv (also Montreal-based).

"We wanted to communicate the unique benefits of Optimum to customers considering the purchase of a pre-owned vehicle," explains brand manager Pierre Martel. "While a traditional advertisement may generate some interest, this technology advancement allows us to reach interested customers in a new, more meaningful way."

Adds etc.tv VP/GM Ian MacLean: "Describing all the extra benefits [that come with Optimum purchases] is beyond the scope of the traditional 30-second ad. etc.tv's end-to-end advanced television advertising management system leverages the on-demand infrastructures of digital television providers to allow interested viewers - through a single click of their digital TV remote - to link from network TV commercials to long-form TV ads of any length.

"Viewers can opt to watch the long-form content when they first click in or bookmark it for future viewing," says MacLean, who adds that his company "manages all aspects of campaign set-up and provides near-real time tracking of campaign performance to its customers."

www.etc.tv

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