Calling it a first-of-its-kind activation, Bell Media has debuted Streets-to-Screens, a new multiplatform campaign strategy being launched in partnership with Desjardins.

Spanning OOH, radio, TV and digital, the activation combines a basket of Bell Media products: its ad-synching Radio-to-Road program; geomobile retargeting, which retargets mobile users who are exposed to digital out-of-home boards; the company’s first-party data; and its Virtual Product Placement platform (built in partnership with Mirriad).

Specifically, the platform ensures ads on select roadside DOOH boards coordinate with ads on select radio stations using Bell’s Radio-to-Road ad-synching technology. Then, Bell Media uses geo-fencing technology to retarget the mobile user passing by the activated board. Finally, the passerby will be exposed to the same ad creative they saw and heard on the trip to or from work through Virtual Product Placement ad insertion on both TV and digital platforms to amplify the messaging yet again.

“Desjardins was looking for large-scale, innovative opportunities to stand out in the market,” a spokesperson from Bell Media tells MiC, noting that Dejardin’s agency Glassroom was a key partner on the campaign.

“With Streets-to-Screens, Bell Media delivers a seamless journey where brands connect with consumers on the road through Bell Media’s exclusive technology,” said Perry MacDonald, Bell Media’s VP of advertising sales and partnerships, in a release yesterday. “We know this holistic approach will resonate with consumers and drive impact for our clients.”

Streets-to-Screens is the mediaco’s latest ad solution, following the recent launch of Addressable TV, Addressable Audio, and the acquisition of Outfront Media’s Canadian OOH assets.