INDIGO BLUE YOUR MIND WITH NEW AD CAMPAIGN
By Adnews Staff
Toronto-based Indigo Books Music & More unveiled its e-commerce Web site yesterday <www.indigo.ca> as the driving source behind the two week teaser campaign "Blue Your Mind". The campaign, created by Sharpe Blackmore Saffer Euro RSCG, Indigo Books Music and Cafe's agency-of-record, included newspaper, billboards, transit, the Elevator News Network and online advertising. Yesterday the bookstore chain launched the second part of the advertising campaign by revealing the Web site as the source of "Blue Your Mind" as well as the theme "Now online, a virtual spectrum of books." The second portion of the campaign will include the same multi-media reach as the teaser campaign, with the addition of radio. Modem Media Poppe Tyson of Toronto developed the online advertising including both banners and an interactive blueyourmind.com Web site to "further tweak the curiosity of surfers". "Blue Your Mind is one of the most integrated media campaigns in the e-commerce arena to date," Indigo.ca president Ted Boyd said. "When Indigo was created, it was our intention to allow customers to reach us any way they wanted to - in the store, by phone, or online. In this campaign, we want booklovers to hear about us any way they get their information. Blue Your Mind will colour the way people think about online retail." Indigo operates several retail locations in Toronto, Kingston, Montreal, Calgary and Burlington, Ontario.