Telus is jumping on the back-to-class marketing schoolbus with a new campaign launched yesterday featuring a new critter, the pygmy goat. Replacing the meerkat, the hoppy little ruminant was chosen because it best represents Telus’s ‘Get a jump on life’ tagline promoting its smartphones and other Internet-enabled handsets.

The all-encompassing media campaign arranged by Media Experts – spanning print, radio, online TV and OOH – includes a Go Transit Union Station takeover, a first for the brand. Telus is hoping to reach consumers aged 25 to 49, who are pressed for time in the busy back-to-school and back-to-work season, says Rachael Mens, Telus director of marketing communications. The ads target consumers who want to stay connected to their Twitter, Facebook or email accounts while on the go.

‘We know that Canadians are busier than ever,’ says Mens. ‘So we wanted to find a simple and clear way to demonstrate that we can help you maximize your time with web on the go,’ she tells MiC. With creative by Taxi, video ads are appearing in cinemas and on both conventional and specialty channels like Discovery and Food Network. Print ads are appearing in mags like Men’s Health, Chatelaine, and Elle Quebec, while OOH billboards are spread across major markets, including eight side-by-side boards (pictured) in Quebec. The campaign runs through to October.

Another subway domination can be seen in Montreal at the McGill metro station. ‘Doing subway dominations is one way where we can really tell a complete story in an environment where consumers are waiting,’ says Mens.