Media Experts won top honours at the recent eighth annual Prix Média awards for its part in the Telus TV HD launch campaign.
The agency took the Media Concept of the Year award at the show, which recognizes the creative excellence of Quebec-based media professionals.
Telus introduced its latest service with 10-second radio teasers that alluded to a possible amphibian invasion. The next day, frog stickers were placed on vehicles in the parking lots of various malls, grocery stores and shops.
Radio, TV, cinema and Internet ads later announced the reason behind the invasion—the launch of Telus TV HD.
According to the awards results website, awareness of the Telus service increased from 5% to 58%, while service sales exceeded goals by 33% during the four-week campaign.
“The advertiser has taken a strategic approach and adapted it to a region and to the media, all working in harmony,” said Jean-Charles Rocha, vice-president, media director of Touché! PHD and jury president, in a statement.
The campaign also took home the Grand Prix in the Media-Mix less than $1 million category. Media Experts also won a Grand Prix for its work on a Koodo radio campaign.
More than 500 people attended the award show at Montreal’s Centre Mont-Royal, which was organized by Infopresse in association with the Québec Media Directors Council (QMDC).
Touché! PHD took home five Grand Prix awards in the Newspapers, Internet Campaigns, Media-Mix more than $1 million, and Weeklies categories.
Other Grand Prix winners include:
• BOS for in the Jean Coutu Group in the Television category;
• Carat for Club Med in the Out-of-Home category;
• Marketel for the Colossal VolumExpress Mascara by Maybelline New York in the Internet campaign; and
• St-Jacques Vallee the Mediaedge for Ford in Media Innovation.
