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To support the launch of its new suite of TV and high-speed Internet services known as Optik, Telus has launched a new ad campaign for Alberta and B.C. that includes its latest critter but also, in a departure of sorts, a human.
Optik TV offers such features as TVs with one multi-tuner PVR so customers can pause a recorded show or movie in one room and pick it up in another, video on demand with DVD-style controls, picture-in-picture browsing and call display on the TV.
The telecom has embarked on what it calls a “brand evolution” with the latest campaign from Telus’ lead creative agency Taxi that includes print, online, and out-of-home and two 30-second television spots.
This time around, Telus included “Danny the installer” in one of the TV ads. He’s shown explaining to a female customer, how the new Optik system works after he’s installed it in her living room.
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Once she realizes a show can be recorded in one room but watched in another with “PVR Anywhere,” she pushes a ratty armchair down the stairs and into the basement.
The brand is getting closer to the consumer, said Anne-Marie Laberge, vice-president of marketing communications. “The campaigns had to evolve to better demonstrate and explain what we’re selling to the consumers.”
Danny will also appear in web videos and future campaigns, said Laberge.
But aside from introducing a human face, the creative team still had to choose a new animal.
The Telus and Taxi teams looked at dozens of options and landed on the lion cub because its not only powerful but playful as well, which ties in nicely with the brand, said Laberge.
Telus first launched a teaser campaign two weeks ago that alluded to the new service, with two paws that appear to be pushing through the white background for print and web executions.
Three vans will also embark on a tour of festivals and local neighbourhoods throughout the two provinces so consumers can experience the new system. “We want “Future Friendly” to be more than just a philosophy,” said Laberge. “We want to bring it to life for the consumer.”
The campaign wraps up Aug. 3, with Media Experts handling the buy.
