Shaw promotes high speed Internet service
By Adnews Staff
Cable company Shaw has begun a new marketing campaign for its high speed Internet service. Created by BBDO Toronto, the campaign consists of four seven-second television ads that depict "High-speed moments" intended to illustrate the speed of the service. The ads are currently airing in western Canada. The initiative also includes a direct mail components created by BBDO subsidiary Proximity Canada. The piece compares Shaw High-Speed Internet with a slower service through multiple layers of information that mimic the wait time to download content. The campaign uses the tagline, "The Broadband Experience. It's Fast." Other elements include print and online ads, plus retail posters and a bill insert. Media planning was handled by PHD Canada.