A Z10 promo project that highlights Canadian success stories
The Bell Media digital property TheLoop.ca has partnered with BlackBerry on a new online video series promoting the company’s newest device, the Z10.
Housed on a dedicated microsite, “Live/Work” is comprised of brief video profiles of renowned Canadians from a variety of business sectors (music, fashion, culture and business), all of whom have achieved their goals doing something they love.
Each multimedia profile is comprised of image galleries and videos that showcase the person’s daily essentials, habits, work space and work style. There is also a BlackBerry tab that features a link to the company’s website.
The program reflects Bell Media’s mandate to create what Dave Caporicci, the company’s director of brand partnerships, called “brand-inspired content.”
“Directionally, it’s where everything is headed,” said Caporicci. “Advertisers can create their own content, but [Bell’s programs] are strengthened by the legitimacy of our brands. Just based on briefs we’re getting from advertisers, it’s in huge demand right now.”
The online component is being complemented by a series of co-branded 30-second TV spots created by the Bell Media Agency and airing on Bell Media specialty channels as well as pre-roll video across the company’s web sites.
The program was conceived in partnership with BlackBerry’s media agency Starcom MediaVest Group.
It is the first program of its kind for TheLoop.ca, said Caporicci, although it is utilizing a template that has proven effective with Bell Media specialty channels such as MuchMusic and MTV. The Z10’s brand positioning is the perfect embodiment of TheLoop.ca’s brand promise “life made better,” he said.
“It was such a natural fit that the idea came together well for both partners,” said Caporicci, who said that the program has been in development since the former Sympatico.ca was re-launched as the lifestyle-focused site TheLoop.ca in December.
The campaign launched with profiles of Fuck Cancer CEO Yael Cohen (whom Marketing named as one of its 30 Under 30 in 2012); Bell Media personality Jeanne Beker; Hootsuite CEO Ryan Holmes and musical artist k-os. New profiles including master chef Susur Lee and fashion blogger Jay Strut will be added each Wednesday for the next four weeks.
The “Live/Work” series was conceived by Bell Media and managed by the Bell Media Brand Partnership team. Free Agency, a social content studio that specializes in digital entertainment in collaboration with brands and media companies, developed and produced the program.
