Bell TV and Internet digs into garden centres

Targeting homeowners, the Bell Spring Tour aims to educate gardeners about the network's services while an experiential marketing team sets up shop at Canadian Tire and Rona Home and Garden stores.

Shoppers looking for shovels and chrysanthemums are likely homeowners, and a new national campaign from Bell is hyper-targeting this crowd with an in-store push promoting the network’s TV and internet services.

The Bell Spring Tour campaign, developed by Toronto and Montreal-based Vibrant Idéation & Marketing, will take place in areas where Bell has recently launched the Bell Fibe high-speed internet, and Bell TV services, and where the penetration rate is low – for instance Oakville, ON. Teams will set up shop in the garden centres of Canadian Tire and Rona Home and Garden retailers each weekend until June 27.

Six teams are travelling for the tour in Ontario, Alberta, BC and the Atlantic provinces, distributing 2,000 door hangers in each target area before execution, explains Sean Lynch, senior brand experience manager, Vibrant Idéation & Marketing.

‘It is very targeted so we want to make sure we go right to the source. And any other media really isn’t that specific,’ Lynch tells MiC.

The executions will also be promoted in-store through announcements and signage, in what Lynch refers to as a ‘partnership’ with the retailers, as any new customer the Bell team signs up also gets a $250 gift card to spend in the store. Each weekend the marketers speak to about 3,000 people – or 500 people per team, says Lynch.

‘In terms of visibility, those are true interactions,’ he says.