Telus Mobility breaks holiday campaign
By Adnews Staff
Telus Mobility of Toronto has begun a new national campaign promoting its cell phones as holiday season gifts. The campaign follows the visual theme of previous advertising from the company, presenting animal spokescharacters on a plain white background. The new campaign uses rabbits in four television commercials, plus newspaper, radio, billboard, theatre and transit advertising. Online initiatives are also part of the campaign. As part of the effort's out-of-home component, the company has installed ads on the columns, walls, floors and staircases of the McGill subway station in Montreal. During peak shopping hours, promotional workers are distributing carrot juice to commuters in the station. Two of the TV ads promote the company's mobile television service. The first shows three rabbits watching a traffic report on a cell phone about a carrot spill on a highway. The second depicts two groups of rabbits watching a sporting event on a cell phone. A third commercial promotes the music-playing features of the company's phones, while the final ad promotes various family rate plans. The campaign will run until Dec. 31. Telus Mobility is also conducting a charity fundraising campaign during which toy rabbits will be sold through its retail outlets.