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Telus is using the sociable meerkat to promote its broad range of smartphones, service plans and the national launch of the new HTC Touch Diamond.
The latest installment of the critters campaign, developed by Telus’ lead creative agency Taxi, includes two 30-second TV spots, cinema ads, print, online, in-store and out-of-home.
Telus, which changes their critters every third quarter, went with the meerkats—known to be a social animal—because they embody some of the characteristics that the wireless provider is trying to promote, said Tammy Scott, vice-president, marketing communications at Telus.
“It’s about having access to the people or the information that you want, wherever you want, whenever you want with a Telus smartphone,” she said.
Starting next week, Telus is running 15-second TV spots created specifically for the stations airing them. For instance, a spot on TSN features a group of meerkats running after a soccer ball, and the headline: “We believe in sports on the go.”
Other themed spots will run on Sportsnet, Slice, MTV, Star, MuchMusic, TVTropolis, Comedy Network, CBC Newsworld, MusiquePlus, RDS and RIS.
The campaign promotes Telus’ broad range of smartphones, various executions, but will specifically tout the new HTC Touch Diamond, launching for the first time in North America on Aug. 14.
The HTC Touch Diamond’s Opera mobile browser allows users to zoom in and out and pan through pages. The phone is equipped with a 2.8-inch VGA display a camera, media player and 4 gigabytes of internal memory.
“HTC is thrilled to debut the HTC Touch Diamond for the first time in North America with Telus,” Jason Mackenzie, vice-president of HTC America, said in a release. “This brings a new dimension to touch-screen smartphones, where style and innovation are front and centre and customers can easily stay connected to what matters most.”
The campaign runs for the next couple of months, with the media buy handled by Media Experts.
