Telus has launched a branded YouTube page as part of its ongoing campaign to promote Samsung Galaxy products.
Telus launched the page last week with content devoted to a number of Galaxy products. The page features videos of actual Telus employees – called “keepers of the Galaxy” – explaining the features of smartphones and tablets. The branded page also includes photos, written content and industry and customer reviews.
Tee Tran, director of marketing communications for Telus, said the company’s first branded YouTube page is an extension of an existing campaign for the Galaxy.
“This is part of phase two of our Samsung Galaxy campaign,” said Tran. “In our first round we came in with some online banners and some print [advertising] to promote the whole Galaxy portfolio.”
According to Tran, the YouTube channel allows Telus to show off the expertise of its employees as well as the products themselves.
“We wanted to demonstrate that we are the subject-matter experts,” said Tran. “These are true, genuine team members who are not only working at Telus, but also own Samsung Galaxy devices.
“It’s a lot more credible to demonstrate that not only do we sell these phones, but our team members actually use them in their day to day lives.”
Beyond this phase of the Galaxy campaign, Tran said Telus would continue to use the channel for future marketing and communications initiatives.
“People are accustomed to seeing Telus using critters on a white background with cool music,” he said. The YouTube page, he added, allows the company to explain products beyond the 30-second TV ad format.
“Sometimes TV cannot do justice to explaining a specific device or product.”
Toronto agency Taxi developed both the mass and digital media components of the campaign, including the YouTube channel.
