MONTREAL – GM Optimum announced today it is launching a “telescopic” advertising campaign on etc.tv’s ads-on-demand network in Quebec.
Developed by Cossette Media, the campaign allows TV viewers to connect from linear 30-second GM Optimum network TV commercials directly to a long-form video message that provides extensive content on GM Optimum’s used vehicle offerings.
“We wanted to communicate the unique benefits of Optimum to customers considering the purchase of a pre-owned vehicle,” said Pierre Martel, GMCL Optimum brand manager. “While a traditional advertisement may generate some interest, this technology advancement allows us to reach interested customers in a new, more meaningful way.”
Laura Araujo, media account director at Cossette Media, explained a traditional 30-second TV ad is limited in the amount of information that can be communicated to consumers.
“GM Optimum offers a manufacturer’s backed warranty on its certified pre-owned GM vehicles, including a 150-plus point inspection, an exchange privilege, 24-hour roadside assistance and a student bonus program,” Araujo said. “Describing all of these benefits is beyond the scope of the traditional 30-second ad.”
etc.tv’s advertising management system uses the on-demand infrastructures of digital television providers to allow viewers to simply click their digital TV remote to link from network TV commercials to long-form TV ads. Viewers can choose to watch the long-form content immediately or bookmark it for future viewing.
“GM has undertaken several campaigns on the etc.tv ads-on-demand network since our launch in 2006,” said etc.tv vice-president and general manager Ian MacLean. “We are thrilled that they have extended telescopic strategy to the GM Optimum brand.”
