Canada Post conducts Calgary campaign for Fetch service
By Adnews Staff
Canada Post is in the midst of an ad campaign for a new service called "fetch" currently being tested in Calgary. The service allows consumers to request information from a participating advertiser by telephone, text message or website without revealing their identities to the advertiser. The purpose of the service is to shield consumers from invasive forms of marketing. The Calgary trial began in late January and will run until the end of this month. An ad campaign for the service began three weeks ago. Developed by Publicis Canada of Toronto, the initiative includes television, newspaper, radio, online and direct mail advertising. Its objective is to raise awareness of the service and symbol that denotes a participating advertiser, and to boost online registrations. The twelve advertisers taking part in the test are all featured in the campaign. "The campaign draws the audience in by creatively developing offers that are clearly over-the-top amazing, while introducing 'fetch' as the solution to getting what one wants quickly and confidentially, without the sharing of personal information," said agency president Serge Rancourt. If the Calgary test is successful, Canada Post plans to take the "fetch" service national.