Rogers Wireless begins video messaging campaign
By Adnews Staff
Cell phone company Rogers Wireless of Toronto has prepared a new campaign for its handsets capable of sending video messages. The effort, created by MacLaren McCann, is aimed at youth, young adults and couples. The campaign focuses on the entertainment potential of these phones. It will include television, radio, print and out-of-home advertising. Two TV commercials have been created. In the first, a woman records the reaction of her boyfriend when she suddenly wakes him up. In the second, a player in a street hockey games uses his video phone as an instant replay system to check a disputed goal. The print ads display text descriptions of situations that would be funnier if the viewer could see the video. The out-of-home component will make use of wrapped transit vehicles. The campaign will break on Feb. 6 and run nationally until April 10.