Rogers Wireless begins holiday campaign
By Adnews Staff
Rogers Wireless of Toronto began a national holiday season campaign yesterday for three of its cellular telephones. A 30-second television commercial was released yesterday promoting the Motorola ROKR MP3-playing handset. The ad depicts a group of people singing "Let it Snow" to the accompaniment of their phones. A second commercial promoting the Motorola RAZR handset will be released on Nov. 17. This ad shows a group of two-dimensional people at a holiday party, illustrating the thinness of the phone. An outdoor component will begin on Nov. 14, consisting of electroluminescent billboards in major markets nationally. Other out-of-home elements will include in-bar ads that play the song from the ROKR ad, along with transit and parking boom executions for the RAZR. The print campaign began yesterday with a multi-layered translucent wrap around the Metro commuter paper. Print ads will also run in national daily newspapers and urban weeklies. Some of these ads will promote Roger's Firefly handset for children. The campaign was created by Publicis Canada of Toronto. This is the agency's first campaign for Rogers Wireless.