Get off the Island of Downtime

Ontario-based Atria Networks has launched a consumeresque multimedia B2B push to draw attention to its speedy fibre optic self.

In an innovative effort to drive sales of its fibre optic services, internet and data service provider Atria has launched a B2B media campaign with a consumer-oriented approach.

Targeting five Ontario regions currently serviced by its fibre optic lines, the media buy for the ‘Island of Downtime’ campaign was done in-house, and includes OOH, print ads in regional B2B publications and radio ads on 680 News in Toronto and CHUM Radio in Ottawa.

The media push is anchored by a direct-mail campaign to businesses promoting the island storyline, starting with a message sent out in a corked bottle. The message is from the fictional Greg, who had become stranded on the island when his server crashed. The call to action drives IT types to call Atria Networks or visit Greg at the, and is supported by a follow-up email and postcard.

‘The billboards, radio and print were selected as the best mass-media channels to hit our business target audience. Building more general awareness of Atria is critical to the success of our direct mail campaign. We want our target audience to be aware of our brand before they receive our direct mail piece,’ Andrea Martin, marketing and communications with Atria Networks, tells MiC.

The campaign starts this week and runs through to December. Creative was developed by Copp Communications of Waterloo, ON.