EPOST DELIVERS FIRST NATIONAL AD EFFORT
By Adnews Staff
Electronic post office Epost launched its first national brand advertising campaign yesterday on-air, online and in print. The campaign was created by advertising agency Bensimon Byrne D'Arcy and interactive marketing firm Nine Dots, both of Toronto. Epost is an alliance between Canada Post, Cebra Inc. (the e-commerce subsidiary of Bank of Montreal), and Telus Corporation. It offers consumers an online secure mailbox where they can receive, process and manage their mail including bills, statements and advertising mail. Television, radio, and newspaper executions depict "real-life" situations in which people receive and organize their paper mail and present Epost as an alternative. The tagline is "Delivering the future, one bill at a time." The online component to the three-month campaign includes two relatively new types of advertising. The first is the marketing unit, which allows users to search a miniature Epost Web site without leaving the current Web page. The second, the dynamic unit, is a graphic that travels across a Web page. Online advertising will appear on the Sympatico, Canoe, Globeandmail.com, Chatelaine.com and Toronto.com sites and on the Doubleclick network. Advertising is being supported with public relations from High Road Communications of Toronto.