TORONTO – On Monday, The Movie Network will kick off its newest marketing campaign that will use James Bond to help push high definition.
The “Sharper, Not Blurred.” Campaign is a widespread marketing initiative to promote The Movie Network’s HD offering through the “Ultimate Bond Event” beginning Friday, November 16. In a first on Canadian television, the stunt will offer viewers in eastern Canada the chance to see 19 Bond films – including the 2006 blockbuster Casino Royale – uncut and commercial-free in high definition.
The pay channel has also teamed up with a promotional partner, Sharp Electronics, to increase awareness for the James Bond event and reinforce the high definition message with target consumers on the retail level.
From October 29 until December 16, 2007, the Sharp mall tour will stop at various locations in Ontario and Quebec, giving visitors a chance to check out Sharp’s high definition television sets, while viewing The Movie Network promotional spots and clips from Bond films. The mall display will also feature a James Bond standee and informational handouts about The Movie Network’s HD offering and The Ultimate Bond Event. Visitors will also have a chance to win a one-year subscription to The Movie Network. Mall tour locations include Montreal, Toronto, Thornhill and Mississauga.
The “Sharper, Not Blurred.” tagline for the campaign, of course, plays on the famous Bond quote “Shaken. Not Stirred.” and the creative concept features images of four iconic James Bond actors – Sean Connery, Roger Moore, Timothy Dalton and Daniel Craig – fading from blurred to crystal clear images.
With the creative elements developed by The Movie Network’s in-house marketing, creative services and interactive teams, additional promotional elements of the campaign include:
1. Print Advertising
Beginning Monday, November 12, full colour ads – full page, half page and banner – will be running in major dailies, free dailies and urban weeklies throughout the GTA including the Toronto Sun, Metro, 24 Hours, EYE Weekly and NOW Magazine.
2. Outdoor Advertising
The “Sharper, Not Blurred.” creative will be placed on bus shelters at various Toronto locations as well as Max billboards and zontals across the GTA beginning November 12.
3. Out-of-Home Advertising
A 30-second promotional spot will run on digital video boards on GO Train’s Lakeshore line beginning November 12 for two weeks.
4. Online Advertising
Beginning November 12, 30-second video big box ads will be available on the Google Network. In addition, expandable leaderboards will be hosted by Gorilla Nation and banner invitations and overlay will be distributed through Video Egg Network.
5. Wild Postings
Beginning Monday, November 12, 24 x 36-inch posters will be plastered across 90 locations in downtown Toronto.
6. Resto-bar Signage and Digital Video
A two-week long Resto-Bar advertising campaign kicks off on November 12 with static posters in 175 locations in Toronto. Select Resto-Bar locations will also feature digital 30-second digital video spots.
7. Radio Advertising
Starting November 12, 30-second radio spots will air for a two-week period on the following Toronto stations: CFNY-FM, CFTR-AM, CILQ-FM,CKFM-FM and CJEZ-FM.
8. Radio Promotions
The Movie Network has partnered with Toronto’s Mix 99.9 for an on-air promotion – Top 007 at 007 – that will begin on November 10. Listeners will be asked to tune-in and listen for a James Bond-related sound effect that will be heard during the ‘Top 7 at 7’ daily countdown. The 7th caller will win a qualifying prize (a James Bond DVD collection prize pack) and a chance to be entered in the grand prize draw for a Sharp HD42" LCD Sharp AQUOS 1080P TV and a one-year subscription to The Movie Network. A similar radio promotion has also been secured with Toronto’s EZ Rock.
