Clearnet clusters creative

Agency/Media Company: Media Experts Client: Clearnet Brand: Clearnet PCS Team: Mark Sherman; Cynthia Fleming; Lisa Di Marco Timing: Spring 1999 Best Use of Out-of-Home: Second Runner-up (tie) The Background Our objective was to launch a national advertising campaign...

Agency/Media Company: Media Experts

Client: Clearnet

Brand: Clearnet PCS

Team: Mark Sherman; Cynthia Fleming; Lisa Di Marco

Timing: Spring 1999

Best Use of Out-of-Home: Second Runner-up (tie)

The Background

Our objective was to launch a national advertising campaign for Clearnet, a Canadian wireless communications company. The campaign included television, out-of-home and newspaper. This submission focuses on the out-of-home portion of the campaign.

The key media challenge was to magnify Clearnet’s advertising investment, which was small compared to that of the competition. Our job was to make it seem larger by using a media strategy that would engage the consumer in Clearnet’s story.

The Plan

Incorporating outdoor into the plan gave us the opportunity to skew impressions toward mobile consumers, at times when they might actually be using a wireless device. It allowed us also to intercept consumers while they were en route to purchasing a new device at retail. And it would help support and stretch the awareness generated by the TV campaign.

Media Experts and TAXI Advertising & Design worked in tandem to develop a campaign that had clear synergies across all the media. Out-of-home, in particular, was key to our efforts to magnify the client’s advertising investment.

Our idea was to break through the clutter by using outdoor media to tell a story. The approach, which we dubbed ‘Clearnet Clusters,’ was designed to maximize visibility and engage the consumer in a Barbasol-style outdoor experience, whereby a group of related boards are positioned in close proximity to one another.

TAXI produced three complementary pieces of creative, incorporating the now-familiar image of a red-eyed tree frog. The first (‘Why have a home phone?’) presented the situation, showing the frog in a jar. The second (‘Unlimited evening & weekend calling.’) offered the solution, showing the same frog leaping from the jar. And the third (‘The future is friendly.’) showed our amphibian friend smiling invitingly from behind a leaf.

Without precise placement, the ‘Clearnet Cluster’ concept would not have worked. The Media Experts team spent more than 300 hours in ‘drives,’ handpicking each and every cluster across the country, and then verifying visually that the boards were posted correctly.

Six specific cluster types were identified, located in each market, and then bought and maintained. The cluster variations included sets of two or three poster units, placed side-by-side or in driving sequence, as well as tri-vision executions employing all three pieces of creative.

The Results

The synergy between the TV, out-of-home and newspaper worked extremely well. Consumer awareness of Clearnet PCS reached its highest level since the brand entered the wireless market – and Clearnet hit the threshold of 500,000 subscribers ahead of its key competition.

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In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.

The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.