ROGERS VIDEO WRITES PERSONALIZED PRESCRIPTIONS
By Adnews Staff
Subscribers to Maclean's magazine received a personalized Rogers Video advertisement in the magazine's May 21 issue. Vancouver-based Rogers Video created the ads using the information from the mailing label to print the customer's name on the advertisement. The ad appeared on a pill bottle and resembled a doctor's prescription complete with a warning about side effects that "may cause laughter." The campaign targeted 478,000 Maclean's subscribers across Canada. Subscriber's postal codes were also matched up with the address of the closest Rogers Video location within a five kilometre radius. That address also appeared on the ad as the place where readers could go to fill their prescriptions. The campaign differed slightly in magazines distributed via newsstands. Ads bore the name "Maclean's Reader" and the Rogers Video Web site address <http://www.rogers.com/video> as the place to go to fill the prescription. Print advertising is being followed with national television and radio advertising breaking this week. The campaign's slogan, "The Experience Starts Here," is designed to tap into the experience of being lost in a movie. Advertising for Rogers Video is done by MacLaren McCann.