Advertiser: ROGERS COMMUNICATIONS INC
Agency: PUBLICIS TORONTO
Category: Commercial Public Services Incl. Healthcare & Medical
Advertising campaign: ROGERS - SPEED EXPERIENCE
Account Superviors: Aesha Karunakaran And Sachin Bhalla (Publicis)
Group Account Director: Alister Adams (Publicis)
Associate Brand Director: Bobby Malhotra (Publicis)
D.o.p: Dexter Frost
Art Director And Writer: Judy Timms(Art Director) And Richard Boehnke (Writer) (Publicis)
Account Coordinator: Lisa Elliott (Publicis)
Production Manager: Kelvin Lee (Publicis)
Producer: Mark Bisson (Publicis)
Director: Paedric O'sullivan (Video Nerve)
Photographer: Pedro Debonatto
H/Mu: Rachel Renna
Creative Directors: Tim Kavander And Bill Newberry (Publicis)
Senior Managers/Search And Social Media: Tobi Rammo And Selin Sheppard (Rogers Communications Inc)
Vp/Brand Director: Tracey Tobin (Publicis)
Digital Specialist: Adams Stanley (Rogers Communications Inc.)
Director/Social Media/Digital/Customer Base Management: Jenny Thompson (Rogers Communications Inc)
Svp And General Manager Brands/Marketing Communications: Shelagh Stoneham (Rogers Communications Inc)
Editor: Stephen Parker
Client Brief Or Objective
Rogers is a major home internet, cable and wireless provider in Canada. All of Rogers’ Q4 2012 campaigns across all major lines of business were unified by one overarching message – SPEED.
We know that speed is one of the primary factors consumers use to decide between Internet providers. And establishing the perception of speed superiority drives key network attributes that are central to the internet purchase decision. So the goal was to create an impactful, memorable and engaging initiative that unified this speed theme – in an effort to make Rogers synonymous with speed to Canadians. Think Rogers… think speed.
Implementation
We created "The Rogers Speed Experience" that gave Canadians the chance to feel the Rogers Speed firsthand in a fun and interactive way. We built physical booths where participants could get high-speed wind blown in their face while a high-speed, HD camera captured the experience - resulting in impossible-to-ignore, slow-motion footage of people’s faces being contorted by the wind - and allowed participants to instantaneously post their video to Facebook (with our music and messaging added). Additionally, we created Wild Postings, a Facebook Tab and multiple themed-videos (hockey, holiday, etc) that were posted online and in digital out-of-home.
Outcome
Canadians were literally and figuratively “blown away” by our experience:- Almost 6,000 people participating in the experience – including those young, old and freshly married (20% above target)- Thousands posted their video onto their personal Facebook pages – and their friends loved it, with 39% of Facebook friends liking or commenting on the videos (39x industry avg.) – delivering over 400,000 free newsfeed impressions- Online videos had over 246,000 views (2.5x ingoing target), with our holiday-themed video garnering over 155,000 views- Valuable earned media delivered through pick-ups by Canadian media outlets Breakfast Television, Marketing, AdNews and Media in Canada
Relevancy
Today’s consumers are using the internet for everything – downloading, uploading, streaming, sharing and surfing. It’s become so important that consumers would be willing to downsize other expenses in order to better their internet experience. All the networks seem the same to consumers, but they always want to make sure that however they want to surf – on a smartphone, laptop or tablet – they are with the fastest provider. The challenge is that demonstrating internet speeds is not the most exciting thing in the world. We wanted to find a way for consumers to experience what Rogers game-changing internet speeds feel like.