Telus spreads media ‘magic’

The brand's holiday campaign represents the largest online media spend ever for Telus.

Santa is being good to Telus this year. The brand’s ’08 holiday campaign marks its biggest online media buy yet. Handled by Media Experts, the campaign brings a jolly dose of whimsy to online shopping by taking advantage of the latest advances in 3D technology.

This year’s Telus Holiday Gift Guide, which includes a new microsite and online campaign by Toronto-based digi marketing agency Teehan+Lax, showcases the company’s smartphones with a ‘magic machine’ that helps visitors find the best ones best for them.

Teehan+Lax used video, 3D and rich imagery techniques to bring the machine – and the phones – to life online, invoking the idea that the machine makes magic happen. ‘It’s a perfect metaphor for smartphones, and Telus,’ says Dave Stubbs, partner at Teehan+Lax.

Both entertaining and practical, the site’s Magic Machine helps consumers find the right phone while avoiding the traditional selector tool, producing results based on each user’s own decisions and inputs. ‘We expect a lot of replay with this microsite,’ says Stubbs.

Teehan+Lax also created a series of elaborate ‘Rube Goldberg’-esque games orchestrated by Telus’s mischievous meerkats to present the phones and their features in a fun, compelling way in online ad units. The meerkats use an eclectic arsenal of tools to nudge smartphones into a gift box, including a magic fan, a jack-in-the-box, dominoes and a conveyor belt.

Teehan+Lax also created in-store signage and digital transit executions, as well as property-specific integrated ads for sites like Facebook, MySpace and Google.