PUBLICIS PROMOTES ILLICO
By Adnews Staff
Montreal-based Vidéotron Inc. and its advertising agency Publicis have launched illico, the cable company's new interactive digital TV service. A two-week teaser campaign of television and print advertising began running on September 10, telling consumers, "Be Prepared illico is coming." On September 26 the main campaign broke with 30-second television spots and a series of newspaper and magazine ads casting illico as "Television like you've never seen before." The campaign's creative focuses on the benefits of illico such as the ability to select specific specialty channels, English or French packages and movies on demand. One spot, in which a young man and his girlfriend chat over the TV, promotes the service's interactive capabilities.