Rogers Wireless promotes new phone with glowing billboards
By Adnews Staff
Rogers Wireless of Toronto has begun an out-of-home campaign to promote the Motorola ROKR iTunes-compatible cellphone. The campaign was created by Publicis Canada in association with Pattison Outdoor Advertising. Part of the outdoor campaign consists of 17 executions that make use of electroluminescent panels. When electricity is applied to various areas of the billboard in sequence, these areas glow with the approximate brightness of a neon sign. These glowing billboards have been installed in four major markets as part of an overall national campaign. "It's a fairly big breakthrough in the outdoor advertising world, where suddenly there's a new way of doing something," said John Boynton, chief marketing officer at Rogers Wireless. "It's a little more expensive on the production side, but a lot of outdoor has been the same for a while. This makes you stand out significantly."