People often have a few choice words for unsolicited phone calls from call centres, but Numeris wants Canadians to know of a new one, its rebranded name.
The TV and radio measurement company rebranded itself from BBM Canada over the summer and is now promoting the name change with a consumer-facing campaign from Cundari, which handled the creative, media and rebranding for the company.
TV and radio spots are running for 10 weeks this fall and again in the winter, aiming to get name recognition out in a tongue-in-cheek manner, getting into the displeasure some might have with call centre requests. The timing was picked specifically to get new participants for the fall and mid-season TV periods. Creative in one of the spots has a call centre employee talking about the company, while Canadians on the other line throw out a few choice insulting monikers they might use when answering those types of calls.
Jim MacLeod, president and CEO of Numeris, tells MiC the overall message is that people who do participate in the diaries and PPM campaigns have the chance to make radio and TV better.
He adds this is the first campaign of its kind, with the buy going across all of the major networks to get mass reach.
“We need to build awareness and that’s all there is to it,” he says. “In Quebec particularly we have a high level of recognition, but in Ontario and English Canada we have a lower recognition level and we would like it to be higher.”
Numeris does not have the digital rights to the spots, so they are not available for preview.
I have seen the spots. Good idea, its a first for BBM…I mean…Numeris. The new tag line “Audiences Count” is great too. But the creative?….terrible. Mimicking one’s self…or the call centre business in general…by using words like “losers” doesn’t actually help the image of the business when its so low to start with. Bad concept guys!
Yes, I agree. I see what they are getting at but in this case the spots just don’t work. There is a disconnect between the “tongue-in-cheek” approach and the message here. A more general image spot, perhaps talking about how BBM has been the industry’s rating source since 1944…and the transition of their logos (as was on their web site) morphing into Numeris and what they now stand for would be far better.