Telus Promo THE BIG PICTURE by Taxi Canada

THE BIG PICTURE
The Promo / PR Ad titled THE BIG PICTURE was done by Taxi Canada advertising agency for Telus in Canada. It was released in Apr 2013.
Advertising campaign for Telus

Telus: THE BIG PICTURE

Brand
Telus
Media
Promo
Released
April 2013
Posted
April 2013
Market
Canada
Industry
Telecommunications Services
Agency
Taxi Canada
Executive Creative Director
Jordan Doucette
Designer
Matt Smith
Art Director
Christian Steffan
Creative Director
Stephen Bennett

Credits & Description:

Advertiser: TELUS
Agency: TAXI CANADA
Category: Best Use of Games
Advertising campaign: THE BIG PICTURE
Cinematographer/Animator: Brad Dworkin (Taxi Canada)
Writer: Cam Hudson (Taxi Canada )
Art Director: Christian Steffan (Taxi Canada )
Digital Analyst: Elena Emelyanova (Taxi Canada )
Producer/Digital: Kristen Neamtz (Taxi Canada )
Executive Creative Director: Jordan Doucette (Taxi Canada )
Art Buyer: Kathryn Brown (Taxi Canada )
Developer: Michael Turner (Taxi Canada )
Account Manager: Rachel Desbiens-Després (Taxi Canada )
Writer: Sebastian Lyman (Taxi Canada )
Developer: Ryan Johnson (Taxi Canada)
Senior Producer: Steve Emmens (Taxi Canada )
Associate Technology Director: Matt Burtch (Taxi Canada)
Designer: Matt Smith (Taxi Canada)
National Operations Lead/Telus Digital: Pat Elia (Taxi Canada )
Creative Director: Stephen Bennett (Taxi Canada )
Executive Producer: Kevin Saffer (Touchpoint Films)
Interaction Designer: Matthew Poirier (Taxi Canada)
Account Director: Shazeen Pirani (Taxi Canada)
Integrated Producer: Sumit Ajwani (Sumit.ca)

Implementation
We developed a special online event called The Big Picture where we selected three Canadian illustrators, provided each with a Samsung Galaxy Note and asked them to develop six drawings (Big Pictures) entirely on the device. Next we invited people to telusbigpicture.com. Broadcasting live we asked our fans to guess what was being drawn as the artists completed their Big Pictures. The first person to guess correctly won a Galaxy Note. The competition was difficult with thousands of fans playing against each other.

Client Brief Or Objective
We launched the Samsung Galaxy Note with an idea that reinforced TELUS’ positioning as 'Your Galaxy Headquarters' – the number one destination to learn about and purchase Samsung Galaxy smartphones and tablets. Our main focus was to emphasize that when Canadians purchased their Galaxy devices from TELUS, they would be dealing with the experts. Our target consisted of Canadians looking to switch service providers, as well as current TELUS customers in the market for a new smartphone.

Relevancy
The Samsung Galaxy Note comes with a large 5.3” touchscreen and a state-of-the-art stylus pen. In the right hands it becomes the perfect digital canvas for creativity. By taking a fresh approach to a simple product demo we created an interactive online experience that allowed us to show off what the phone could do and get people excited about it.

Outcome
The campaign started with few Facebook posts, a couple tweets, an email blast and some targeted Facebook ads. From that simple media buy we earned over 812,000 impressions through Twitter and over 2 million impressions through Facebook. In just two days we generated 27,440 unique visitors to our site and the average visit to our page lasted over 14 minutes. Finally, The Big Picture was streamed 96,559 times for a total 26,396 hours. Most importantly, we held true to our promise by creating a clear, simple and fun way for Canadians to learn about the Samsung Galaxy Note.