SHOWCASE MAKING PIT STOPS FOR FALL CAMPAIGN
By Adnews Staff
Toronto-based Alliance Atlantis Communications Inc. has launched a new fall advertising campaign for its specialty channel Showcase that targets viewers while visiting the restroom. The campaign includes interactive videoboards from NewAd Media that are placed in the washrooms of bars. The boards feature a seven-inch digital screen with full-motion video and 3-D speakers for sound that are equipped with a heat sensor. The boards are activated when someone stands in front of it. A 30-second promotional spot for the new season of Showcase's prison drama Oz is running on Videoboards in the Vancouver and Toronto markets. "The Interactive Videoboards give us direct and meaningful access to the core target group for Oz, men 18-34," explained Walter Levitt, vice president of marketing, Alliance Atlantis Broadcasting Inc. The boards are placed above urinals in the men's washroom, by the mirrors and hand dryers in the women's washroom. In addition to the Videoboards, Showcase is promoting the new season of Oz with print ads in TV listings books and with wild postings in Toronto and Vancouver. Outdoor billboard ads in Vancouver, Calgary and Toronto are promoting the channel in general. Advertising for Showcase is done by Harrod & Mirlin/FCB. Media was handled by HYP&N, both of Toronto.