COOLEH.COM AD CAMPAIGN TO THE RESCUE
By Adnews Staff
Cooleh.com has kicked-off a new advertising campaign in which superhero characters use the shopping Web site as a solution to their problems. Print ads in The Toronto Star, Hamilton Spectator and Kitchener-Waterloo Record broke on January 19. Two different executions depict comic book-style superheroes "Super Stressed-Out Exec.Man" and "Wonder - How I'm Going to Get This All Done - Woman." In the ads, the characters are to busy to shop because they are saving the world. The answer to their problems turns out to be Cooleh.com. The tagline is "Canadian Retailers. Canadian Prices." In a series of radio spots an announcer searches for real life superheroes. Additional advertising includes an outdoor poster campaign, television ads, laser light advertising, bus wraps, wall murals, skywords, bar advertising and banners on the Elevator News Network. The campaign will be rolled out in full by the end of February in the Greater Toronto Area and will run throughout the year. Additional superhero characters will be introduced as the campaign progresses. Future plans include expanding the campaign nationally. Cooleh.com is a joint venture between The Toronto Star and Corus Entertainment. Toronto-based Echo Advertising created the advertising, while Media Dimensions, also of Toronto, handled strategic and creative ad buying. Public relations for Cooleh.com are handled by Thornley Fallis Communications of Toronto.