Bell is getting hyper-local in Toronto, targeting the arrival of its Bell Fibe services to specific buildings in the city with a combination of direct mail and pizza.

Media Experts planned the campaign, with additional media from Eat it Up Media and creative by Leo Burnett. The agencies were tasked with finding a solution that would allow Bell to reach only the people in the buildings where Bell Fibe was being made available, without spill over to adjacent buildings where it isn’t yet live.

Lindsay Garfinkle, supervisor, media systems design, Media Experts, told MiC that they wanted to give residents something that they would be able to take home with them.

“So we did that through their stomachs,” said Lloyd Lottner, director of media systems, Media Experts.

Each day throughout April, Bell Fibe teams will be stationed outside of, but close to a select building, giving out Napoli-style pizzas in branded pizza boxes. Residents of the building are alerted of the upcoming pizza day with a direct mail piece or advertising within the complex, depending on the advertising options available.

“Launches that we do for Bell are usually larger in scale. With this one we are going after one or two buildings,” said Garfinkle. “We have taken the mass piece that we usually have as part of our campaigns and put it at a more granular level.”

Garfinkle said that results of the campaign to date have exceeded those that Bell typically sees in buildings when they’re targeted solely with sales teams for the launch of Bell Fibe.