It was only a matter of time before a Toronto-based on-line service provider began to explore the full potential of its navigational name.
The Canadian Online Explorer, Can’e, has launched a national print campaign which features the efficient water vessel perched atop the heads of Canadians.
Designed in-house, the eight ads feature Can’e users from across Canada doing ‘everyday’ things while sporting a bright red can’e. The tag line reads: ‘Feed your head.’
‘This is much more fun and funky (than previous creative),’ says Maureen Caruk, Can’e’s director of marketing in Toronto. Caruk adds that, since the company launched in March 1996, it has developed three one-offs which played up the long version of the name, Canadian Online Explorer, and focused on the range of Canadiana to be found on-line.
The ads will run in the four Sun newspapers (Calgary, Edmonton, Ottawa and Toronto) as well as The Financial Post and some trade papers, according to Caruk.
Besides targeting new and veteran users, the ads are also intended to convince advertisers that Can’e is a great media buy.
Caruk says a three-month ad buy on Can’e, which includes two banners, two buttons and an ad-page link, costs $25,000 a tiny portion of a media budget for national companies.
Caruk says that other components of the campaign on transit and radio or tv will break in September.
