Shaw Cable high-speed campaign debuts high-speed TV ads and low-speed DM

BBDO Toronto debuted a Western Canada campaign touting the benefits of cable company Shaw's high-speed Internet service. Blink a couple of times and you might even miss it. Four 7.5-second TV ads are currently in rotation focusing on the benefits of speed. A direct mail execution created by BBDO's DM arm, Proximity Canada, uses a piece that delivers the competitor's message visually within folded layers of information meant to exhibit the usual wait time for downloading content. On the other hand, the Shaw High-Speed Internet service piece gets its message across in one easy fold. Radio spots called High Speed Moments follow everyday scenarios that blitz through storylines, leaving the listener with only the beginning and the end of the story. Other campaign executions include print ads, online banners, retail posters and bill inserts. All elements feature the tagline: The broadband experience. It's fast. Dom Caruso, chief planning officer at BBDO says the agency created the campaign to appeal to a broader demo, from the 60+ folks to the teenage influencer in the home. Media buys were done by PhD Canada.