John Boynton, executive vice-president and chief marketing officer for Rogers Communications, told Marketing that while the company has maintained its focus on the domestic market and its competition, it sees its brand in a global marketplace and subject to global competition.
“We recognize that the internet really is more of a global thing, and so our customers are interested in doing things that may not just be in Canada. It may be available globally,” Boynton said.
From this insight, the “Creating World-Leading Internet Experiences” tagline was born, which Boynton broke down word-by-word.
“Creating,” he said, implies a journey, not an end point. “We’re not trying to say we’re there… But we’re certainly well on our way in terms of being first for things.”
The word “creating” is also meant to imply that the customer is involved in the company’s evolution. From beta testing to consumer research, “we’ve been including the customer in our product development… more over the last three years,” said Boynton.
The word “experience” was chosen to suggest Rogers is not just a network, but fits a broader definition that “includes [our] foundation layer, which is the networks we’re known for, but it also now includes products and devices,” he said.
The new multiplatform marketing effort from agency of record Publicis includes streetcar wraps, print and point-of-sale materials, search marketing, flyers and direct mail in addition to a television commercial that launches next week.
OMD handled the media buying and planning.
Creative elements, once predominately red, now include words provided by consumers on what they think the internet is about. Words such as “reliable,” “speed” and “inspire” appear in silver on campaign materials.
“There’s a lot more white space, it’s a lot simpler in design,” said Boynton, adding that the new look is spreading across Rogers’ in-store signage and service trucks.