Cogeco Data Services spreads the WiFi word

Using wild postings, eco cab sponsorships and a chalk mural, Cogeco Data Services is raising awareness about its WiFi-enabled zone with a campaign as mobile as its service.

Cogeco Data Services wants urbanites to know about its downtown mobile service zone, One Zone, and are taking that message to Toronto streets. Developed by Ogilvy One, wild postings, an eco cab sponsorship and a mural by a chalk artist are all meant to highlight a WiFi-enabled, six-kilometre square that stretches north and south from Bloor to Front streets and east and west from Spadina Ave. to Jarvis St.

The OOH-focused campaign sets Cogeco apart as a distinctly mobile service, which has been available for the past two years, and distinguishes it from Rogers or Bell because it’s not in direct competition with them, says Virginia Brailey, VP marketing, Cogeco Data Services. “It’s absolutely to raise awareness and also to convey the spirit of One Zone and the fact that it’s a truly mobile experience,” she tells <i>MiC</i>.

Eco Cabs sponsored by the brand will dole out free one day passes for riders to try out One Zone, while drivers will use an iPod Touch to demonstrate how the service works for those who may not be familiar with WiFi, says Brailey. Meanwhile, posters that refer to key WiFi hotspots around the city as ‘Yonge and Blog,’ ‘eBay Street,’ and ‘Downloads Square’ will also promote the service. On Aug. 19, artist Dave Johnston, a.k.a. Chalk Master, will create a 3D chalk art visual downtown for Cogeco.