The Source begins debut advertising campaign
By Adnews Staff
Consumer electronics retail chain The Source By Circuit City has begun its first marketing campaign in this country to introduce the brand to Canadians. Created by Doner, the campaign consists of television, radio, online, print and outdoor advertising using the tagline, "Get it right from The Source." The campaign's purpose is to rebrand and reposition the chain, formerly known as RadioShack Canada. "This new brand identity presents a great opportunity to dramatically shift perceptions of the brand, both internally and externally," said Alan Kalter, chairman and CEO of Doner. "This exciting campaign will differentiate the store from its competitors." The TV campaign consists of a 60-second commercial called "The New Wave" and five 30-second ads. The longer commercial shows various people interacting with electronic products. Each person has the chain's yellow wave logo over their head. A voiceover says, "There's a new wave. It's changing the way people find and enjoy the latest technology. It's a new wave that comes from a new place. The Source By Circuit City. A place where people find the latest and hottest electronics... A place where people know their stuff and are happy to help. It's a new wave in electronics, accessories and expertise with over 900 locations." The ad ends with the wave logo floating over the buildings of a city. The commercials were released nationally in English and French on Aug. 8. The other elements of the campaign broke earlier this summer.