Rogers

The Challenge

To quickly generate interest and intention to buy Rogers HD over its competition.

The Objective

In early December, Rogers determined it would communicate its point of difference – four times more HD programming. In doing this, it wanted to highlight that its HD offerings covered a wide range of interests – from sports to arts to movies.

In addition, this had to be turned around quickly as Canadians purchase televisions for Christmas or in Boxing Day sales and then need to sign up for service. The communication needed to happen immediately and also have impact.

The Plan

To effectively reach its target (25-54 year olds with household income over $75K in Ontario), a selection of community and daily newspapers were chosen to deliver the message. This medium allows for quick turnaround which was required.

Print effectively provides the opportunity for details to be delivered (e.g. why Rogers, 1-888 number, website). TV purchasers are looking within the pages of newspapers for specials on TVs leading up to Christmas. Finally, on a limited budget, compared to radio (the other local medium considered), newspaper proved to be the most cost effective.

The Creative

To breakthrough and deliver the message quickly and effectively, Rogers chose to run newspaper ads over 8 consecutive pages. It began featuring a wire which twisted over the pages making shapes. The shapes included images such as those representing movies (e.g. a director’s chair, movie reel), people (e.g. doctor), sports (e.g. basketball , football, tennis and hockey players), outdoors (e.g. whale), home (e.g. paint) and the arts (e.g. dancer), reflecting the diversity of offerings available. It finished on a final page which detailed Rogers’ benefits and its contact information.

The Result

Not only was this newspaper campaign creative,
visually appealing and fun – it worked. - Adam Gaudet, Senior Strategist, OMD (Media planning agency for Rogers)

The campaign was extremely effective for Rogers. Ontarians noted the campaign and sign-ups for the service were well beyond expectations. Newspaper proved to be an effective medium for targeting the upscale.

Courtesy of Newspapers Canada