MONTREAL — Videotron announced yesterday a new holiday ad campaign using its “Connectés serrés” (“Closely Connected”) brand tagline that reminds families “Videotron is by their side every day to facilitate their joyous moments,” says a press release.
The campaign was developed by Quebecor’s collaborative marketing agency Qolab (formerly called Colab Studio) and is being deployed on TV and online in November, December and January.
The playful campaign “is built around two messages bearing Videotron’s distinctive tone and humour,” the press release says.
“The first execution illustrates how technology can help build a bridge between different generations, while the second debunks a common myth by demonstrating how technology can help reinforce family cohesion,” the release reads.
The first ad can be viewed online here (30-second spot) and here (15-second spot). The second ad can be seen here (30 seconds).
“Through its tonality and approach, this campaign in unmistakably Videotron,” says Chantal Querry, general manager of marketing and revenue growth at Videotron, in the press release. “This is in continuity with our September campaign, where the brand positioned itself as a unifying and caring presence, in a context where technology brings loved ones together. This message is especially resonant as we emerge from the pandemic and prepare for the holidays.”
“After building a solid foundation through the years, the brand can now allow itself to push the envelope with concepts that are daring, while still rooted in family rituals,” adds Hugues Choquette, senior director and chief creative officer at Qolab. “At Videotron, telling good stories is also a tradition!”
Image screen captured from the first Videotron ad spot.
