Cogeco mobilizes Toronto 2.0

Cogeco Data Services brought new meaning to the term 'mobile internet' last month with a campaign promoting its One Zone WiFi network in downtown Toronto.

Cogeco Data Services brought new meaning to the term ‘mobile internet’ last month with a campaign promoting its One Zone WiFi network in downtown Toronto.

Developed by OgilvyOne in Toronto, the effort included wild postings which rechristened a few well-known Toronto landmarks with web-related monikers. Featuring names like ‘Yonge and Blog,’ ‘eBay Street’ and ‘Nathan Flickr Square,’ the ads let Torontonians know that ‘Now all of downtown is your hotspot.’

Each location depicted in the ads falls within the boundaries of the One Zone, which extends north and south from Bloor St. to Front St., and east and west from Jarvis St. to Spadina Ave.

‘Usually when working on brands you have to speak to all of Canada, or at least all of Ontario,’ says Jane Murray, associate CD at OgilvyOne. ‘When you’re just speaking to the zone between Jarvis and Spadina, it allows you to play with local stuff.’

Adding a little more creative panache to the campaign was the recruitment of chalk-master Dave Johnston, who sketched two 3D chalk-art visuals of a business man on a laptop, one outside of the offices of Breakfast Television and another in the heart of Toronto’s financial district.

Cogeco also enlisted a fleet of Eco Cabs. Armed with drivers toting iPod Touches, they travelled around the One Zone area providing people with free rides and a demo of the One Zone service. Lucky passengers received free one-day passes to try out the One Zone WiFi network at their leisure.

‘What we were trying to show was that this is a mobile service,’ explains Zemina Moosa, senior partner at OgilvyOne. ‘To have an actual media vehicle that’s mobile is an even stronger reinforcement of what the message was.’

The creds:

advertiser: Cogeco Data Services

agency: OgilvyOne, Toronto

associate CD: Jane Murray

AD: Jason Lee

account executive: Tyler Harris

senior partner: Zemina Moosa