It’s the return of the hippopotamus for Telus‘ national holiday campaign.
Launched Monday, the latest installment of the critters effort, developed by Telus’ lead creative agency Taxi, includes print, TV, out-of-home and online that promotes the size of its network.
The 30-second TV ad shows Hazina the hippo walking about to “I Want A Hippopotamus For Christmas,” which was first released in 1953.
“Not everyone wants a hippopotamus,” reads the super. “Get the perfect phone for you. And go big on Canada’s largest 3G+ network.”
The ad first aired Christmas 2005, and was created by DDB, but was then promoting the telecom’s high-speed Internet service.
JJ Hochrein, director, marketing communications at Telus, said the synergy between the hippo and the expansiveness of the new 3G+ network really fit, and that the animal was a favourite among consumers.
“Everyone loved the song and they really like the hippo,” he said.
Shortly after its launch, the B.C. zoo, where Hazina lived and still lives today, faced cruelty to animal charges.
The charges were laid over allegations that Hazina was kept alone in a shed with a pool so shallow she couldn’t float, causing strain on her legs and joints.
At the time Telus paid $10,000 to the zoo for Hazina’s new enclosure, and helped establish a fundraising campaign. Hochrein said Telus is currently arranging a second $10,000 donation, and Telus followed up with the zoo to ensure her standard of living was up to par prior to launching the campaign.
Today Hazina is happy, and even has a boyfriend, said AJ Gratton, media relations, Telus.
The spot runs until the end of the year on conventional and specialty channels, with Media Experts handling the buy.
