ERICSSON TRIES TO ENHANCE NAME AWARENESS
By Adnews Staff
Ericsson Communications of Mississauga, Ont. launched a campaign recently to raise awareness about the company and what it does. The campaign uses national TV, and print ads as well as major market radio ad to promote Ericsson's cellular and personal communication services. In the TV component of the campaign, Ericsson sponsors foreign movies on the Showcase channel and has dubbed them Ericsson Foreign Reels. The headlines in the campaign include: "Ericsson's been part of the landscape for a long time." "We handle half the wireless calls in Canada and our name doesn't ring a bell." "From Montreal, Ericsson keeps 25 million people talking." The radio ads create an audio image for the listeners. The spots create a musical background with telecom sound effects mixed into a beatbox rhythm track, while the announcer delivers information about Ericsson. Advance Planning & Communications of Toronto created the campaign, while Media Dimensions Ltd. of Toronto did the media buy.