Bell Canada promotes wireless network to business
By Adnews Staff
Bell Canada has begun a new print and out-of-home ad campaign promoting its new wireless high-speed data network called 1xEV-DO. The campaign, created by Cossette B2B, is aimed at professionals and information technology decision makers. The creative depicts time-compressed situations intended to illustrate the speed of the network compared to the services of the competition. "We wanted to convey the message of speed by using examples specific to our target's real experiences," said Gillian Muise, account supervisor at Cossette B2B. "By doing this, we were able to maximize the speed benefit by showing what five times faster could really mean to their daily lives. We leveraged media by using messages that integrated directly with placement." One print ad reads, "Sort of like reading an entire newspaper in only five minutes." A washroom poster carries the copy, "It's kind of like taking a 12-second bathroom break."