TORONTO – Bell Media Mix has unveiled a new ad product known as 5on5 that offers clients five-second spots across five of the company's media platforms.
The short spots will air on CTV and on Bell Media’s specialty television and radio assets, in addition to a five-second ad rotation on digital out-of-home, and five-second digital video big boxes. The initiative is a complementary product that allows clients to captivate an audience and build awareness in addition to their traditional brand sell. 5on5 drives incremental reach, since multiple media messages deliver more reach where light users of any one medium might be missed. It also allows clients to take advantage of short-term ad stimulus where multiple messages support impulse sales within short purchase windows.
The first 5on5 partner is Maxus Canada with client Universal Pictures for the film Fifty Shades of Grey, scheduled to premiere on Valentine's Day in 2015. Bell Media Mix will unleash a strategic awareness play building over seven days through opening weekend of the film, using quick bursts of seductive, romantic, and dramatic visuals designed to entice potential film goers with a glimpse of the visuals similar to what they had imagined when reading the popular book.
"When we heard that Bell Media Mix was launching 5on5, we knew immediately it was the perfect fit for the Fifty Shades of Grey launch," said Tamara Shannon, VP media for Universal Pictures, in the news release. "The ability to channel buzz and excitement for the film with these quick bursts of intrigue fits perfectly with our promotional strategy. We are thrilled to be the first partners on board with this innovative new product."
"Maxus immediately understood the role that 5on5 could play," added Bell Media Mix VP Debbie Drutz. "It's all about increasing last-minute awareness and choreographing the hype. And it's a perfect solution worthy of a title like Fifty Shades of Grey."
