Communication Products & Services

GOLD

GOLD

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: Julie Lapré

Earlier this year, Bell Canada set out to increase Quebec penetration of its Bell Sympatico High Speed Edition (alone and as part of a long-distance bundle service).

Leveraging the strong awareness and fondness of Bell’s spokesperson, Monsieur B, in the creative, the telco launched a TV and DM campaign that also introduced a new character – the skater, who devotes himself to sports that are faster than figure skating, in an effort to visually demonstrate high speed. The campaign was launched during and geared to the Winter Olympics.

Bell aimed to change the perception that cable Internet is faster than phone, no matter how many subscribers are online at the same time. The integrated mass campaign, as well as direct mail, was 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.

Several personalized direct mailers were tested, each illustrating, in an entertaining way, the benefits of high speed and reminding readers of the lead character in the 30-second awareness TV spot. A 60-second DRTV spot also appeared at off-peak hours on both specialty and conventional channels.

SILVER

Bell Canada, Montreal for its ‘Le Patron’ campaign, created by Blitz

MERIT

Fido (Microcell), Montreal, for its ‘Fido Proactive Handset’ campaign, created by FCB Direct Canada, Montreal