Bell Media Mix wants its advertising partners to take five.
The company has introduced a new product called 5on5, which offers five-second advertising spots across five of its platforms: CTV, specialty channels, radio, digital out-of-home and digital video big boxes.
Maxus Canada is the first agency to use the tool, using 5on5 to promote the Universal Pictures movie Fifty Shades of Grey. Bell will tease viewers for seven days prior to the movie’s Valentine’s Day 2015 opening, through what it describes as “quick bursts of seductive, romantic and dramatic” visuals.
The images are meant to provide fans of the hugely popular book series with glimpses of the images they envisioned while reading the books, said Bell Media Mix.
“The ability to channel buzz and excitement for the film with these quick bursts of intrigue fits perfectly with our promotional strategy,” said Tamara Shannon, vice-president of media for Universal Pictures.
The 5on5 product is designed to capitalize on the media multiplier effect, driving incremental reach since multiple media messages deliver more reach where light users of any one medium might be missed.
The company said it also allows ad clients to capitalize on short-term advertising stimulus, where multiple messages support impulse sales within short purchase windows.
