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July 31, 2008 issue
Microsoft unveils DRIVEpm to Canada's adverati
There's a new ad network on the block. A big one. Read More
Zig takes New York Fries in new direction
"Real Fries in a Fake World" is the theme of a campaign that bowed yesterday, bringing the brand into ladies mags in a big new way. Read More
Notes from the mediascape: Cinema ads try smell-o-vision
A European market research firm called Cinescent is claiming victory for its first smell-o-vision test run on behalf of Nivea. Exit polls showed a whopping 515% rise in recall for the scent-accompanied ad compared with the no-scent version.
The 60-second Nivea spot featured sun-bathers lolling on a beach. Before the product ID flashed on screen, the product's distinctive fragrance was pumped into cinemas - followed by a product logo and the headline "Nivea. The scent of summer."
Now a UK company is working on bringing the technology to British moviegoers. "We are talking to a handful of clients, including sun cream, bread, coffee, perfume, air fresheners and chocolate manufacturers," says Mike Hope-Milne, enterprise director at London-based Pearl & Dean.
And what does the author of a new book called "Whiff!" think of the technique as a potentially successful marketing tool? Dubbing it "endorphin branding," C. Russell Brumfield says he believes the psychological and emotional feelings the sense of smell has long been known to evoke could be a boon to marketers.
E! spotlights Canadians
Canwest is upping the Canadian content on the E! network with True Hollywood Stories, a new series that spotlights northern talents including Nelly Furtado and Céline Dion.
Billed as made in Canada, and about Canadians, the 10-ep run begins August 6 with a look at game show host and Global TV mainstay Howie Mandel (pictured). Next up in the 10 pm spot: profiles of Dion, Furtado, Jim Carrey and the late wrestler Chris Benoit.
Another five episodes slated for fall will look at Kim Cattrall, Michael Cera, Hayden Christensen and Kiefer Sutherland.
From Playback Daily
Canwest factual channels get busy for Fall
BBC Canada and History Television have several series poised to make their North American debuts. Some classic faves will also show up. Read More
Sears recoups #1 radio spot:
Media Monitors - July 21-27, 2008
While Sears nabbed the top spot, Rona hoped to trigger home improvement fervor by zooming from #587 to #6. And the auto sector continued its recent push, with Pontiac Buick GMC climbing from #491 to #4, and both Mazda and Chrysler-Jeep-Dodge appearing among the top 10 radio spenders.
Check out which other marketers upped their radio buys, by category and brand, in the Toronto market this week.
Spot Ten Canada Rank 072808Spot Ten Canada Categories 072808