Starting today, drivers in Ontario who talk or text on their cellphones risk getting a ticket as the long-awaited (and much-feared, depending on who you ask) Bill 118 comes into effect. As often happens when a news item gives a brand a lift (look what the handwashing craze has done for Cascade paper towels), Motorola is launching a ‘Handsfree’ campaign in tandem with the new rules, touting its Bluetooth headsets, voice recognition dialling and in-car speaker phones.
Media, handled by Mindshare, includes radio ads on stations like 102.1 The Edge and Z103.5, billboards across the province and a Facebook promo running for the next four weeks. Creative was developed by Draftfcb, while Hill and Knowlton is handling the PR and digital components.
‘Our strategy was to drive awareness and educate Ontarians about Bill 118 while keeping Motorola top-of-mind as a leader in the market,’ Carly Biggart, director of marketing, Motorola Canada, tells MiC.
