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Online minutes jumped 14% in fall 2006
The number of minutes spent online by Canadians in September, one of the highest measuring months for Internet usage, grew by several billion in 2006, compared to last year.
MiC‘s international K.I.S.S. pick:
Remington stages holiday viral contest
To celebrate the season and promote its new titanium shaver, the grooming-products biggie has launched a contest that invites consumers to take a shot at creating an extreme makeover for, would you believe, Santa Claus.
Several brands reappeared in
Eloda’s top 15 list after absences
Ford, Microsoft, Future Shop and the Canadian Cancer Society took spots on Eloda’s list of top 15 advertisers for the week of Dec. 1-7, 2006, after absences. Meanwhile, Pfizer, Kellogg, Campbell Soup and Reckitt Benckiser dropped off.
OMNI.10/BC gets smart with kindness campaign
Somebody stays out in the cold to pump your gas. Somebody shovels your driveway, leaving behind a small card stating, ‘You’ve just received an Unexpected Gift.’ OMNI.10/BC’s random-acts-of-kindess campaign won the station its first national award in 2005. This year, the Unexpected Gift Christmas campaign is getting the multi-platform treatment, and sponsors are signing on for integration.
Lowe agencies go digital with Stella Artois trap
‘Are you ready to challenge a friend to a game of wits? To the victor – a chalice of Stella Artois.’ Of course, users can only click ‘Yes.’ The second phase of digital experiences is live at StellaArtois.com.
Canada’s Redux gets Tickle from US
Redux Media expects to be at the forefront of viral marketing placements in Canada, thanks to inking a deal with San Francisco’s Tickle Grapevine.
House bounces back while CSI falls
BBM/NMR Top 30 – Nov. 27-Dec. 3, 2006
Global’s House climbed back up to #2 on BBM/NMR’s Top 30 AMA ratings for the week of Nov. 27 to Dec. 3. That helped push CTV’s three CSI series to #3, #4 and #5. CTV isn’t complaining about CSI‘s drop from the top, though, because the new #1 is one of their own: Criminal Minds. Of the top 15 shows based on AMA rankings, Global’s only got four spots fighting CTV’s domination.
Media strategists advise CRTC not to alter 12-minute rule
As the federal regulator of Canadian broadcasting wound up its first major television hearings in seven years this week, controversy swirled in the mediaverse. Should the rule limiting TV commercials to 12 minutes per hour be loosened or even scrapped? Some networks say yes. But the ACA and several leading media strategists say either course would be a disaster.
CBC goes all out to push the ‘fun in fundamentalism’
Promotion for CBC’s unveiling of its new sitcom, Little Mosque on the Prairie, is heating up with a teaser campaign and lots of national and international press. Producers are stressing the comedic spin and taking care to note that it’s not political satire. Judging by the buzz thus far, and the strategy, the series has potential to draw in some eyeballs.
MiC’s K.I.S.S. Pick: PETA creates sleuth campaign
Once again, People For the Ethical Treatment of Animals has lived up to its reputation for concocting effective guerilla campaigns on a shoestring. This time out, they’re placing looking-for-love ads in the personals column of a free website. Sample: ‘Attractive, fun-loving brunette seeks long-term relationship’ – with the brunette actually being a pit bull.
YTV puts thumbs in ring, courts older crowd
In a bid to get laughs out of young kids and bring in an older crowd, Corus has imported a live-action, fictional thumb wrestling league for its Friday nights in YTV’s New Year schedule. Already, Spin Master is working with YTV on a tie-in, and the net is pursuing other promo opps for marketers.
Which market sectors did TV advertisers favour
in which city: BBM Analytics
Now that the first quarter of the 2006-7 broadcast season is behind us, which categories were the most active in the first quarter on conventional stations in Toronto, Vancouver, Calgary and Montreal Franco?
M2 Universal wins CBC account
Nine media agencies responded to CBC’s August RFP with bids to handle media strategy and buying for the net’s English-language services. Toronto’s M2 Universal got the nod and will succeed incumbent MBS in early 2007.
Striding Man walks from board to board
One video board wasn’t enough for Diageo’s Toronto appearance for the Johnnie Walker ‘Keep Walking’ campaign. The Toronto Yonge-Dundas Square execution uses four screens, giving the Striding Man figure a chance to, well, move around and get some attention.
J&J’s new interactive mystery designed to appeal to female gamers
Even when women are their key demo, few consumer packaged goods companies aim advergames at the distaff side. But Ottawa’s Fuel Industries – jumping on a recent Neilsen study identifying fully 64% of gamers as female – has created an interactive animated mystery to specifically appeal to women while touting Johnson & Johnson’s Reach toothbrushes.
