Toronto classic rock station Q107 has just begun a new campaign touting the therapeutic value of its morning show, via TV spots, billboards and other OOH ads targeting the 25-to-54 demo.
The ads feature folks in unfunny situations – a diner cook covered in flames or a woman at a salon with her head partially shaved – but laughing, because: ‘Everything’s better with Derringer in the Morning.’ Independents David Crichton and Graham Lee handled the creative, while Good Wood Media handled the planning and purchasing.
The TV spots air on Global and CHCH, and according to Darren Wasylyk, director of marketing and promotion at Q107, about 80% of the ads will run during prime time during such programs as Heroes, Saturday Night Live, Family Guy, The Simpsons and 24.
The OOH advertising includes monster boards, office tower elevator ads and washroom ads, to reach the adult demo Q107 is targeting. ‘It’s more older-skewing, adult placement. It’s not so much in the nightclubs and bars,’ says Wasylyk. ‘It’s more restaurants, pubs, family places and health clubs.’
