WHEN ROGERS INVESTED OVER $30 MILLION TO EXPAND THEIR COVERAGE IN THE ENERGY SECTOR, WE HELPED THEM SPREAD THE WORD CLEAR ACROSS ALBERTA.
We enjoyed a long-standing business relationship with Rogers as their Brand Marketing partner in Western Canada – working with the Alberta region in Calgary and BC region in Burnaby. We also created Brand Campaigns for midwest region in Winnipeg and national programs with head office in Toronto. | Pictured are various press ads promoting their major coverage expansion in Northern Alberta.
Stay connected in more places than ever before. We worked with the marketing department in Calgary to plan, conceptualize and execute the multi-media branding campaign promoting Rogers expanded coverage and service in northern Alberta. With particular focus on the oil and gas sector campaign channels included trade magazines, localized newspaper, outdoor, direct mail, radio, micro-website and web banner ads. The central message communicated was “Connecting you in more places than ever before”.
Creatively our goal was to position Rogers as a company committed to expanding their service and Business Solutions in the energy sector, against a very active and well established competitor; namely Telus. Our creative needed to address the misconception that Rogers was an eastern Canada based company without a clear understanding or appreciation for the specific needs and requirements of a wide range of well service and support companies working in the oil patch.
A key component of the campaign was a very simple graphic treatment. To dispel the notion that Rogers was an eastern Canada company and not Alberta-centric we simply displayed the Rogers existing and expanded coverage map on the geographical shape of the province. This component carried through all the visual elements. For the radio we used real-life Alberta scenarios to convey their expanded coverage and service messages.
For the consumer and B2B newspaper ads we localized the message by boldly displaying the name of the particular city, town or region the ad ran in. This further enhanced the position of Rogers being an Alberta company committed to local core business values. The theme for these ads really spoke to the Alberta way of life. “Live fast, work fast, play fast, in more places than ever before-Fort McMurray, Grande Cache, High Level, Edmonton etc”.
THE CAMPAIGN RESULTS WERE CLEAR | Rogers realized a 15% migration of existing Telus customers to their brand and a 10% increase in new customers.
MEDIA | Daily newspaper, trade magazines, direct mail, outdoor, radio, event sponsorship signage and advertising, micro-website design and web banners.
b Clear. b Concise. b Creative.