Telus begins Go Faster washroom campaign
By Adnews Staff
Telecommunications company Telus has begun an new out-of-home campaign to promote its high-speed Internet service in western Canada. The campaign, created by DDB Canada of Vancouver, will use electronic displays in the washrooms of bars and restaurants in Alberta and British Columbia. The 90 audio-capable displays play the sound of trickling water in a 30-second loop triggered by a motion detector, while the 50 video displays show three different loops of running water fountains. Both forms of advertising use the tagline "Go faster." This is the first time this technology, provided by NewAd, has been used in these markets on a large scale. "The concept is clever," said Stefan Hawes, group account director at DDB Canada. "It reaches consumers when they least expect it, plays into their immediate situation and draws on the benefits of the product. The impact will be that much stronger for how fun and surprising it is, especially for the Internet category." OMD handled the media buying for the campaign, which will run from mid-August into the fall.