Shaw rolls out new spots

The cable carrier promotes Shaw On Demand with a campaign featuring its rebranded look.

Shaw Communications has rolled out a new campaign featuring its recently rebranded look. Promoting its Shaw On Demand service and targeting an older demographic who don’t typically use the service, the multi-platform campaign with media by PHD and creative from Rethink will be seen in all of the companies cable markets in Western Canada, as well as in Thunder Bay and Sault Ste. Marie, ON.

The campaign lives on TV, digital, social, OOH and radio. It features Shaw’s two new spokes-bots Bit and Bud pushing the tagline of “push the button”, getting consumers to use their on demand service, Katherine Emberly VP, marketing, Shaw Communications Inc., tells MiC. Digital spots will focus on behavioural retargeting with a focus on Facebook and YouTube.

The company’s major cable markets of Calgary, Edmonton and Vancouver will have ads in high-rise elevators saying, “Shaw on Demand is as easy as pushing this button”