Rogers Home Phone promotion under way in Toronto
By Adnews Staff
Rogers has begun a summer promotion in support of its Rogers Home Phone service. The experiential campaign, which began on July 1, was developed by Fuse Marketing Group of Toronto. During the initiative, two groups of promotional workers will visit a series of public events in the Greater Toronto Area, including the Beaches Jazz Festival, events at Nathan Phillips Square, Party Gras at the Distillery and the Toronto Street Festival. The groups will also visit a number of retail locations that sell Rogers products. One group travels in a branded recreational vehicle called the Rogers Home Phone Motor Home that is set up to convey the service’s brand experience. Both groups make use of a six-foot replica of a telephone that rings and lights up when consumers enter their home phone number. The groups are also distributing prizes and collecting entries into a draw for $10,000 in home renovations. The initiative is being supported with a media co-promotion conducted by Toronto radio station CHFI involving advertising and remote broadcasts. “We put the brand in consumers’ minds in a fun and engaging way while communicating key product messages, and set a tone of engagement, energy and passion that’s required with any Rogers brand,” said Stephen Brown, senior vice-president and general manager of Fuse. “This promotion is significant in that it marks the first foray for Rogers into experiential marketing. Consumers are responding very well and we expect the program to help elevate the brand’s awareness with the target market.”