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Chinook Centre’s OOH ads dominate in Calgary
If you must break through, dominate. So goes the thinking behind the OOH mega-buy by Chinook Centre The Calgary-based shopping mall went shopping, securing 94 out of the 111 billboards (owned by Pattison and Viacom respectively) that line the busy Macleod Trail. Media buy and creative was handled by ad agency Highwood Communications. OOH executions included a fully functional advent calendar with each window unveiling a daily gift idea; billboard in trios consisting of gift ideas in clusters such as eggnog/elastic pants/treadmills and toys/batteries/earplugs and billboards with lit Christmas lights. The campaign, called Don’t Rush Christmas, highlights the shopping mall’s extended holiday hours. ‘There’s been huge buzz so far from consumers and advertisers alike,’ says Susan Beck, VP of media at Highwood Communications. ‘[It’s] mass reach within the client’s prime retail target area.’ Beck says that a media buy this extensive took loads of planning with initial talks beginning a year ago. Traditional print and radio ads rounded out the campaign.
Top TV advertisers: Eloda ad analysis
In the top three categories with the most new TV advertisers in the Canadian English market for Dec. 2 – 8 versus the same period last year, entertainment took a tumble from 27% in 2004 to 19% this year. For the top five brands with the largest variety of TV ads, the picture was completely different this year over last. In 2005 the top five spots were held (1 to 5) by Procter & Gamble, Bell Globemedia, Wyeth-Ayerst Canada, General Motors and Kimberly-Clark while in 2004, The Brick, Warner Bros Pictures, Sony Pictures, Dream Works Pictures and Sears held those slots. Check out others topping the charts, and which brands had the most new spots. This info was gathered through Montreal-based ELODA’s online TV ad tracking, auditing and viewing services. All data supplied is based on the ELODA recording grid.
http://www.eloda.com
Top radio advertisers: Media Monitors ad analysis
There wasn’t much movement in the lineup of top radio advertisers last week. Telus and Ikea hung onto the number one and number two spots while Fido moved up a spot to number three and HomeShow Canada and Henry’s Camera stayed steady in the number five and number six spots. Sears Canada made more serious progress jumping from number 17 to number four. Check out others topping the radio charts by category and brand in the Toronto market for the week of Dec. 4 to Dec. 10.
http://www.mediamonitors.com
Adidas kicks into high gear with FIFA coverage
Adidas has announced its purchase of the exclusive rights to the 2006 FIFA World Cup TV coverage on Rogers Sportsnet, TSN and CTV. Brokered by Toronto based Carat Canada, Adidas is giving Canadians the chance to watch every second of World Cup action for the first time. Adidas commercials will air repeatedly from June 9 to July 9 during prime time games. The nets will air a total of 63 tournament games, including the final gold medal match on CTV.
Around the WWW: Mobile TV takes off in the U.S.
Looks like brands can’t wait ’til you get home to watch TV. Dutch-based Royal Philips Electronics is planning on bringing their TV-on-cellular chipset to North America sometime in 2006. Philips has partnered up with Canonsburg, Pennsylvania-based Crown Castle Mobile Media to provide content. While no content has yet been announced, the company hopes the chipset will do as well in North America as it does in Japan, where there are more commuters and greater penetration of the chipset already.
Automaker Jeep has announced it will be launching its own branded mobile phone channel. The channel will continuously loop four episodes of The Mudds, mobisodes about a family who drive a Jeep Commander. Half a million subscribers to the American carriers Cingular, Sprint and Alltel will have access to the Jeep content. Jeep will also run ads on 18 of the 24 available MobiTV cell phone channels.
Meanwhile, Kansas City, KS-based Sprint is offering the option to download full-length movies. MSpot will provide unlimited service for a monthly rate of $6.95 for Sprint users. The company will announce seven new movies a week, starting with its initial line-up including One-Eyed Jacks, Angel and the Badman and Night of the Living Dead.
They put ads where? Automakers place their messages in the sand
Jeep is hoping their new ad campaign isn’t washed up. The automobile makers have hired Team Sandtastic, the Guinness Book record holders, to sculpt life-size Jeep vehicles in Mexico City. Team Sandtastic has also worked with BMW on South Beach in Miami and with the Saturn Sky vehicle in Virginia.
BBC goes undercover
The BBC will be premiering new reality series Spy in January. The new show will follow sixteen ordinary people who are there to be trained by MI:6, CIA and FBI agents. Participants will learn all of the tricks needed to become the next undercover sleuth. Spy will air weekly, premiering Friday, Jan. 6 at 8 p.m.
CTV preaches karma
CTV Travel will air a new show about the spiritual, cultural and historical highlights of exotic locales Peru, Malta, South Africa, Bali and Ireland. The six-part series, Karma Trekkers will premiere Monday, Jan. 16 at 8 p.m.
Showcase has a brush with death
Showcase will be premiering new series Afterlife in the new year. The hour-long, weekly show, about a psychic trying to reconnect people past and present, will begin airing on Saturday, Jan. 7 at 5 p.m.
Sarah Doyle zooms into Zoom as account exec
Zoom Media has named Sarah Doyle as account executive, based in Toronto. Doyle previously worked at The Strategic Couch and Mindshare, both in Toronto and at Mediaedge:CIA in London, England.
SitesMedia announces Cribari as national VP of sales
Daniela Cribari has been appointed as national VP of sales at Toronto-based OOH company SitesMedia. Cribari is a 10-year veteran of the advertising sector and specializes in OOH.
ZenithOptimedia forecasts steady ad growth
ZenithOptimedia is projecting steady year-over-year advertising growth in Canada for the next four years. The Internet is expected to experience the biggest jumps with double-digit growth between 20% and 14.2% each year from 2005 to 2008. Single-digit increases are in the cards for newspapers, magazines, TV, radio, cinema, and OOH/transport.
Taxi grabs gold – again – in strategy‘s Agency of the Year race
Taxi nabbed gold in strategy magazine’s Agency of the Year competition for the fourth year running – a first in the competition’s history. The award was announced at Toronto’s York Event Theatre last night. Five other agencies were also recognized including Vancouver-based Rethink, which emerged from last year’s honourable mention standing to claim silver, while BBDO, which has offices in both Toronto and Montreal, captured bronze.
Taxi’s gold win was based on the work it submitted for five clients: Reitmans, Telus, Viagra, The Worldwide Short Film Festival and Nike – most notable for its hockey campaign, which pushed OOH to rarely used 50- and 150-ft. heights, with athlete images hanging from a crane and on a floating billboard in Vancouver harbour.
DDB launches trend-forecasting system
DDB Worldwide and DDB Canada are launching SignBank, a system that looks globally at the unique trends of local consumers. DDB SignBank is already operational in DDB’s Vancouver, Montreal and Toronto offices. While the full 2006 release has not yet been disclosed, early trends have already been spotted in Canada. DDB SignBank predicts Canada will have more ‘self-determination and distinction.’ Examples cited to this effect include a stronger worldwide presence by Canadian musicians, actors and designers, in addition to the decision to stay out of the Iraqi war, plus our stance on gay marriage. Signbank also predicts that specialization will be a future trend for both the Canadian and U.S. markets in the fields of education and technology.
