Client: Bell Canada, Montreal

Campaign: Bell Sympatico Olympiques

Agency: Blitz

Creative Directors: Patrick Beauduin, Marc Fortin

Copywriters: Patrick Beauduin and Brigitte Ledermann

Art Directors: Sylvain Allaire and Samantha Hull

Agency Producer (broadcast): Julie Lapré

With Internet penetration in Quebec having reached that of the rest of Canada (thanks in large part to the availability of high-speed access), Bell Canada set out to counterattack the competition – most notably Videotron. It wanted to change the perception that cable Internet is faster than phone, no matter how many subscribers are online at the same time, and ultimately sell the Bell Sympatico High Speed Edition service alone and as part of a long-distance bundle.

Bell chose the Winter Olympics to launch an integrated mass campaign, as well as direct mail, targeted specifically at Quebec families with children aged seven to 17 with a high potential for subscribing to high-speed Internet service, and residing in areas where Sympatico High Speed service is available.

Hoping to match or exceed the response rates of preceding direct marketing campaigns, several personalized direct mailers were tested. Each illustrated, in an entertaining way, the benefits of high speed, and the limited time offer (entire centre panel spread), and reminded readers of the lead character in the 30-second awareness TV spot, launched in support of the campaign. A 60-second DRTV spot also appeared at off-peak hours on both specialty and conventional channels.

The TV and DM creative took advantage of the awareness of and love for Bell’s spokesperson, Monsieur B, and also introduced a new character – the skater – all the while alluding to the Winter Olympics.

DM conversion rates surpassed objectives with an average of 118% with more than 82% conversion in certain segments.