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Telus breaks Canadian Idol campaign

Telecommunications company Telus has begun a new campaign as part of its sponsorship of the CTV reality program Canadian Idol. The campaign, which broke on July 14, features a character named Ron Ronn, an aspiring musician who was "rejected" by the show's judges. The character will appear in 10 30-second vignettes that will run each week at the end of a Canadian Idol segment and before a conventional Telus commercial. In each video, Ronn demonstrates various features of a Telus smartphone. The promotion also includes a website at <http://www.telus.com/ronronn> which offers downloadable songs, wallpaper and other materials. The campaign was developed by Taxi Canada. "Many Idol fans like to rally behind an unlikely winner, so it made sense to create a story around an underdog character viewers can root for," said Rose Sauquillo, creative director at Taxi Toronto. "With this insight, we could seamlessly integrate the everyday usefulness of a smartphone. The Canadian Idol sponsorship offers a unique opportunity to connect with the show's millions of fans. We departed from our past approaches by bringing to life a character, developing details of his life and aspirations, someone viewers can respond to emotionally."

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