Sympatico.ca/wants_canadians_to_get_to_know_its_family_of_products.
The popular Web portal is using a series of mock URLs in an online and out-of-home campaign supporting its assortment of content channels.
It is the first consumer campaign from Sympatico since the portal debuted in November 1995.
Created by Rethink, the online and out-of-home campaign is comprised of a series of fake web addresses accompanied by the Sympatico favicon (the small icon associated with a website found at the left of the address bar).
In one current ad promoting the InMusic.ca channel, for example, the copy reads sympatico.ca/inmusic/playlists_you_will_actually_play.
The 16-week campaign is running in both English and French, and will support seven Sympatico channels, including InMusic.ca, InMovies.ca and YourMoney.ca. It will also include what Sympatico described in a release as a “handful of guerilla initiatives”
Patrick Larouche, Montreal-based director of marketing and communications for Sympatico.ca, said that while brand recall for Sympatico.ca is “very strong,” people’s understanding of the brand’s content is a “little weaker.”
“Eighty per cent of the people know that it has to do with the Internet, but very few people make the correct association–which is information on the Internet,” said Larouche. “That’s why we’re making a lot of effort to position our content products.”
