Shaw adds a little character

The telco's new campaign builds on its robot family and asks kids to explain the internet.

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Shaw Communications has added to its family of bot characters in its upcoming campaign promoting a new internet package.

To promote the new WideOpen Internet 150, the Shaw team and its AOR Rethink developed “Bodi,” a surfer bot meant to convey fast speeds, a key tenet of the new package. “We’ve had a lot of success connecting new characters with new products, so this continues on that theme,” says Katherine Emberly, vice-president of marketing at Shaw.

Shaw first launched its animated platform featuring bots in late 2013, when it also refreshed its logo across its brands.

The internet package launched last week in 91% of the markets Shaw serves in Western Canada. On Aug. 1, the company will launch its mass campaign, featuring Bodi the bot, including both traditional and digital elements (the OOH creative is featured above). Part of that campaign will include 15-second, non-skippable ads specific to YouTube, targeting audiences like gamers to whom faster internet speed (at a lower price point) will appeal most. The internal team at Corus handled media.

Still, the target is broad – hence the “WideOpen” name – given that internet use is growing so rapidly, Emberly says.

Ahead of the larger campaign, Shaw also worked with U.S. shop Shareability on a video featuring kids explaining why the internet is so important. The teaser phase was meant to “warm up” Shaw’s social channels ahead of the wider campaign, she says.