Telus has started a new campaign this week to promote its Optik IPTV packages in western Canada, using a space theme to entice customers.

The campaign covers print, TV and online, and is also integrating AddMirror placements in Vancouver and Calgary.

The space theme, which includes a teleporting lion cub in the AddMirror executions, is meant to showcase the futuristic features of the Optik service, Rachael Mens, director of marketing communications, Telus, tells MiC.

‘What we tried to do is take iconic space situations like teleporting and use them to convey the benefits of our features,’ she says. ‘With AddMirror, we wanted to showcase the benefit of remote recording. You can record your favourite shows while you’re on the go with your smartphone, and teleporting is a fun way of showing that because it shows you can get from one place to another, recording your favourite show, and you don’t have to be attached to your PVR.’

Other ads feature the service’s selection of HD content and the PVR experience. Ads will be appearing in western daily newspapers, online and on TV on Alberta- and BC-specific specialty channels. The campaign runs until May.

Telus worked with the Vancouver office of Taxi on the creative and the media buy was handled by Cossette, also in Vancouver.

AddMirror image, first frame

AddMirror image, final frame