COSSETTE TRIES LAST-MINUTE MARKETING
By Adnews Staff
Last week, Cossette Communication-Marketing of Toronto waited until the last-minute to create a campaign that Teleglobe International Corporation. was set to start. The agency decided to take the last-minute approach to provide proof of the effectiveness of its client's digital network technology. The ad, which features a photograph of an elephant roaming a Namibian game reserve, was shot with a digital camera, downloaded to a laptop computer, then uplinked via a mobile terminal to a satellite and beamed to North America. The image was then downloaded and sent via high-speed fibre optic cable to New York and placed in the ad within minutes. Appearing on a full page of last Friday's Wall Street Journal in the New York market, the ad described the process used in its creation. "We wanted to boldly demonstrate the capabilities of Teleglobe's global communications technology," said Brian Hickling, part of the creative team that created the ad. Entitled "This Photograph," the ad is the first installment in a five-part series. A second execution is set to run this Friday. Teleglobe International is the global subsidiary of Teleglobe Inc. of Montreal, an operator of a global network of cables and satellites.