Geckos take the West, while meerkats dominate down time
The telco is targeting young families with two mascots working two new campaigns promoting service bundling and mobile Internet.
Telus has launched a pair of new campaigns this week, targeting young families and urbanites, which will be pretty hard to miss. The first, the telco’s ‘Future Friendly Home’ marketing drive, draws on yoga to instill the idea that bundling your home phone, cellphone and Internet service will create a sense of calm. Taxi handled creative, while Media Experts is in charge of media placement and purchasing.
Targeting young families in BC and Alberta, the ‘Future Friendly Home’ campaign features the co’s new gecko accentuating the benefits of bundling services with a multi-faceted marketing push that includes TV, radio, OOH, print, online banners and cinema spots. The spots will appear during prime TV avails, such as the NHL playoffs and the season finales of Desperate Housewives, Grey’s Anatomy and The Biggest Loser. The print push hones in on magazines that appeal to the young family demo, such as Reader’s Digest, Chatelaine, Today’s Parent, Canadian House and Home and Canadian Living – and online ads will also appear on those publications’ websites. OOH will hit billboards and bus kings, and the cinema ads will unspool in Cineplex Odeon theatres. Taxi’s Vancouver office created the campaign.
Meanwhile, back in meerkat territory, Telus is promoting its mobile Internet services with a series of Canada-wide ads created by Taxi’s Toronto shop. The ads, featuring Telus’s very alert mascot, show time-starved consumers what they can achieve during down time (commutes, waiting rooms) with a handheld device. Media Experts targeted the ‘appointment viewer’ by purchasing time during season finales on such shows as Desperate Housewives, 24, Amazing Race and American Idol. The campaign will also feature radio spots and print ads, billboards and transit ads. Telus is also exploring ambient marketing, placing table tents in places where people find themselves with a bit of extra time, such as doctor’s offices.
For both campaigns, the online plan reflects consumers’ changing media habits, advertising on sites where people traditionally would have looked for info offline, such as Weathernetwork.ca, Canwest newspaper sites and CTV.ca. Online ads for both campaigns will also appear on Facebook and Youtube.